Chapter 5: Motivation and Affect (Why do people buy what they buy?
I. The Motivation Process
Motivation is the driving force that starts with an unsatisfied need and pushes a person toward a
goal. When a need isn't met, it creates an uncomfortable feeling of tension that the person wants
to reduce.
Needs vs. Wants: A need is basic and fundamental (e.g., thirst), while a want is a
specific, culturally shaped way to satisfy that need (e.g., wanting a specific brand of
sparkling water).
Two Types of Needs:
o Utilitarian (Practical): Buying something for its objective, functional benefits
(e.g., buying a coat just for warmth).
o Hedonic (Pleasurable): Buying something for the feelings, pleasure, or
excitement it provides (e.g., buying a designer scarf because it makes you feel
stylish).
Expectancy Theory: We buy things because we expect they will give us a good result or
outcome, which is often more powerful than just reducing a biological urge (e.g., You
may buy a gym membership because you expect exercising will make you healthier and
look better, not just because you feel like moving)
II. Motivational Conflicts
Consumers often face choices where their goals clash, leading to three types of conflicts:
Conflict Type Simple Explanation Marketing Focus
Approach- Choosing between two good Show how the product lets you have both or offers
Approach options. a superior combination of benefits.
Wanting something but also
Approach- Highlight features that reduce the guilt (e.g., "low-
wanting to avoid the negative
Avoidance fat," "sustainable," or "healthy ingredients").
result.
Stress the hidden benefits of one choice, like easy
Avoidance- Choosing between two bad
payment plans or a great warranty, to make it
Avoidance options.
seem less negative.
III. Classifying Consumer Needs
Psychologists categorize consumer needs to understand the deeper reasons for purchases.
* Maslow's Hierarchy of Needs: This famous pyramid model organizes human needs
from the most basic to the most complex. Marketers use this framework to position their
products by determining which consumer need they ought to address.
Need Level
(from Base to
Core Need Marketing Focus & Examples
Peak)
Staple Products: Advertising for basic necessities.
Basic survival (food,
Example: A campaign for a specific brand of bottled
1. Physiological water, sleep, warmth,
water focusing on hydration and essential health, or
shelter).
ads for basic medicines promising quick relief.
Protective Products: Marketing highlights protection
Security and stability
from risk. Example: Ads for insurance (home, life,
(physical safety,
2. Safety health) focusing on peace of mind; alarm systems
financial security,
emphasizing home protection; or a financial services
health).
company promoting stable retirement savings.
Social Connection Products: Marketing emphasizes
Social needs (love, community and acceptance. Example: Ads for social
3. Belonging friendship, feeling media platforms highlighting connections; a campaign
accepted by a group). for clothing or sports team gear showing how wearing
it makes you part of a desirable group.
Status and Achievement Products: Marketing focuses
on self-respect and recognition. Example: Advertising a
4. Ego Needs Prestige, status, respect
luxury vehicle or a high-end watch as a reward for
(Esteem) (feeling accomplished
success; campaigns for advanced educational degrees
and valued).
emphasizing career advancement and social
recognition.
Self-fulfillment Experiential Products: Marketing focuses on personal
(personal growth, mastery and fulfillment. Example: Campaigns for
5. Self-
realizing one's full travel and exploration (adventure tourism); hobbies or
Actualization
potential, enriching art classes that promise creativity; or self-help books
experiences). promoting personal development and enlightenment.
* See figure 5-2 on page 172 in the textbook
Specific Buying Needs:
o Need for Achievement: Buying things that signal success.
o Need for Affiliation: Buying things that help you fit in.
o Need for Uniqueness: Buying things that emphasize your individual identity and
stand out from the crowd.
IV. Affect and Emotional Responses
Affect is the term for all emotional responses consumers have, ranging in intensity.
Moods: Temporary, mild feelings that aren't tied to a specific event (e.g., feeling
generally peaceful). Mood Congruency means people judge products more favorably
when they are already in a good mood.
Emotions: Strong, intense feelings that usually relate to a specific event or goal (e.g.,
feeling joy from a surprise gift).
Emotional Marketing: Many companies try to connect with consumers by appealing to
their emotions. They believe that when people feel a certain way about a product or
brand, they are more likely to make a purchase or remember the brand in the future.
o Positive Affect: This type of marketing focuses on making you feel happy, warm,
or excited. Companies do this by linking their product to positive experiences,
pleasant memories, or feelings of comfort and joy. For example, an advertisement
might show a family enjoying a vacation or friends sharing a laugh, making you
associate the product with those happy moments. The idea is that if you feel good
when thinking about the product, you’re more likely to want to buy it.
o Negative Affect: Sometimes, companies use emotions like fear, worry, guilt, or
concern to influence your behavior. They highlight potential problems or dangers
and suggest that their product can help you avoid those negative outcomes. For
example, an insurance company might show images of accidents or disasters to
stress the importance of being prepared. The goal is to make you feel that buying
their product will protect you and give you peace of mind.
V. Consumer Involvement
Involvement is about how important or relevant a product or decision is to a person. It shows
how much effort someone is willing to put into learning about or choosing a product. Some
things matter a lot to us, while others are just quick, easy choices.
High Involvement
Think of it as something you care a lot about or that could have big consequences.
You spend time and energy figuring out the best choice.
Examples:
o Buying a house [you research neighborhoods, mortgage options, and visit many
homes]
o Picking a car [comparing models, test-driving, reading reviews]
o Choosing a college [considering majors, location, costs, and reputation]
Marketing tip: Provide lots of information, reviews, and details to help consumers make
confident decisions.
Low Involvement
Think of it as a quick, simple decision that doesn’t really matter much to you.
You make these choices fast, often out of habit or convenience.
Examples:
o Buying a stick of gum or a bottle of water [usually no thought involved]
o Picking a snack at the checkout line.
o Reordering your usual brand of toothpaste without much thought.
Marketing tip: Make products easy to find, recognizable, and inexpensive. Use eye-
catching packaging.
Types of Involvement
1. Product Involvement
This is about how interested you are in a specific product category.
Example:
o A coffee lover who tries new beans, follows coffee blogs, and visits cafes often.
o A sports fan who watches games, buys jerseys, and follows teams closely.
Marketing tip: Build a community or share interesting content to attract enthusiasts.
2. Message Involvement
This is about how interested you are in the advertising or message itself.
Example:
o Watching a commercial that makes you feel emotional.
o Following a social media campaign that resonates with your values.
Marketing tip: Use stories and emotions to connect with consumers.
3. Situational Involvement
This depends on the shopping environment or situation.
Example:
o An exciting store display that grabs your attention.
o Shopping during a holiday sale or special event.
Marketing tip: Create fun, engaging store setups or special promotions to boost interest.
All in all, when something is really important to you, you’ll spend time researching and thinking
(that’s high involvement). On the other hand, when it’s just a quick, routine choice, you make
decisions fast and with little thought (that’s low involvement). Knowing this helps marketers
figure out how to best communicate and connect with different types of buyers.