Consumer behavior is driven by motivations and emotions. Consumers feel positive emotions when motivations are satisfied and negative emotions when motivations are not satisfied. Motivations arise from needs, which can be physiological, emotional, or cognitive. When needs are aroused but not satisfied, tension and drive occur directing behavior towards either approach or avoidance. Several theories seek to explain consumer motivation and emotion, including Maslow's hierarchy of needs, self-determination theory, attitude function theory, regulatory focus theory, balance theory, and cognitive dissonance theory. Mood also influences consumer evaluations and judgments in complex ways according to models like the mood-as-information model and affect confirmation model.

1. Consumer Behavior
By: Amir NikKhah

2. NOSTALGIA

4. Motivation Emotion

5. Motivation
Needs
Derives
Emotions
Feelings
Affective Responses

6. Consumers feel positive emotions
when motivations are satisfied
Consumers feel negative emotions
when motivations are not satisfied

7. Motivation
Emotions
Goal-Relevant Objects
Emotional Objects

8. What creates the driving force
of motivation in a person?

9. Needs are Automatic and Required!
Wants are learned Manifestations of our needs!
Needs are aroused via three routes
Physiological
Emotional
Cognitive

10. Need Arousal Goal-State
Tension = DRIVE
VALUATION EFFECT DEVALUATION EFFECT

11. Directions of Behavior influenced by Motivation:
Approach and Avoidance

12. Drive Theory
Maslow’sHierarchyofNeeds

13. Self-Determination Theory
Intrinsic Motivation
Extrinsic Motivation
ABCs of Self-Determination
Autonomy
Belongingness
Competence

14. The Trio of Needs

15. Attitude Function Theory

16. Regulatory Focus Theory

18. Balance Theory

20. Cognitive Dissonance Theory
Post-purchase dissonance is especially likely when the decision:
1) Is important
2) Involves giving up positive features of a rejected alternative or
accepting negative features of a chosen alternative
3) Involves alternatives that are similar in terms of overall desirability

22. Mood-as-Information Model
Mood is often treated like any other piece of information and
is integrated along with other information when consumers
form an overall evaluation of a product.

23. Affect Confirmation Model
Affect or Mood can influence how
consumers use product attribute information.
Instead of a direct input for judgment,
as the mood-as-information model suggests
mood can alter the weighting of product
attribute information.

25. Discrepancy-Interruption
Theory
Small Discrepancies or Small Surprises produce positive emotions!
Large Discrepancies or Big Surprises usually produce negative emotions!

27. Excitation Transfer Theory
1- Arousal is non-specific with respect to emotion (i.e., arousal intensifies both positive
and negative emotions)
2- People are insensitive to small changes in arousal
3- People often look for a single cause for their arousal, even when there are multiple
causes
4- Physiological arousal dissipates at a slower rate than perceived arousal