Chapter 5
Motivation and Affect
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2/16 Topic Outline
Motivation and the Motivation Process
What is Motivation?
Motivational Strength
Motivational Direction
How We Classify Consumer Needs
Affect
Types of Affective Responses
Positive Affect and Negative Affect
How Social Media Tap into Our Emotions
3/16 Opening Case: Japanese’s AKB48
Jeff Bezos
“Zero distance between celebrities and fans” Girls’ Generation
Diversity and differentiation
Hight: 1.5 m-1.7m
Age: 11-24 years old
Appearance and personality
4/16 Motivation and The Motivation Process
Motivation refers to the processes
that lead people to behave as they
do. It occurs when a need is aroused
that the consumer wishes to satisfy.
The need creates a state of tension
that drives the consumer to attempt
to reduce or eliminate it.
The desired end state is the
consumer’s goal.
5/16 Motivation and The Motivation Process
Motivational Strength
Drive theory: focuses on biological needs that
produce unpleasant states of arousal. The
arousal this tension causes motivates us to
reduce it and return to a balanced state
called homeostasis. I’m starved！
A person’s degree of motivation depends on
the distance between one’s present state and
the goal.
Drive theory runs into difficulties when it tries to
explain some facets of human behavior that
Wait! I still have a party tonight
run counter to its predictions.
6/16 Motivation and The Motivation Process
Motivational Strength
Expectancy theory: suggests that
expectations of achieving desirable
outcomes—positive incentives—rather
than being pushed from within motivate
our behavior.
We choose one product over another
because we expect this choice to have
more positive consequences for us.
7/16 Motivation and The Motivation Process
Motivational Direction
Motives have direction as well as strength. They are goal-oriented in
that they drive us to satisfy a specific need.
Needs versus Wants:
•States of deprivation Utilitarian need: a desire to
Needs •Physical—food, clothing, warmth, safety
•Social—belonging and affection
achieve some functional or
•Individual—knowledge and self-expression
practical benefit.
Wants •Form that human needs take as they are shaped by
culture and individual personality
Hedonic need: a desire to
achieve some emotional
Demands •Human wants backed by buying power responses or fantasies.
8/16 Motivation and The Motivation Process
Motivational Direction
Motivational conflicts:
A goal has valence, which means that it can be
positive or negative. We are often motivated to
reach a positive outcome. However, sometimes
we’re also motivated to avoid a negative
outcome.
Types of motivational conflict:
Approach-approach conflict
Approach-avoidance conflict
Avoidance-avoidance conflict
9/16 Motivation and The Motivation Process
Motivational Direction
Approach-approach conflict: A person
has an approach–approach conflict
when he or she must choose between
two desirable alternatives.
Theory of cognitive dissonance is based on the premise that people have
a need for order and consistency in their lives and that a state of
dissonance (tension) exists when beliefs or behaviors conflict with one
another.
Postdecision dissonance: occurs when a consumer must choose
between two products, both of which possess good and bad qualities.
10/16 Motivation and The Motivation Process
Motivational Direction
Approach-avoidance conflict: occurs when
we desire a goal but wish to avoid it at the
same time.
Some solutions to these conflicts:
Using fake materials to eliminate the feeling of
guilty
Try to help consumers overcome guilt by
convincing them that they deserve these luxuries.
Avoidance-avoidance conflict:
occurs when we avoid two desirable
alternatives at the same time
11/16 Motivation and The Motivation Process
How We Classify Consumer Needs
Murray’s Psychogenic Needs:
Ambition Materialistic Power Affection Information
Achievement Acquisition Abasement Nurturance Exposition
Exhibition Construction Autonomy Play Cognizance
Recognition Order Aggression Rejection
Retention Blame avoidance Succorance
Deference
Dominance
Thematic Apperception Test (TAT):
What is happening?
What led up to this situation?
What is being thought?
What will happen?
12/16 Motivation and The Motivation Process
How We Classify Consumer Needs
Specific needs and buying behavior:
consumer needs are relevant to consumer
buying behavior:
Need for affiliation: buying products and
services in order to participate in certain
groups
Need for power: Many products and
services allow us to feel that we have
mastery over our surroundings.
Need for uniqueness: buying products and
services that make us distinctive
13/16 Motivation and The Motivation Process
How We Classify Consumer Needs
Maslow’s Hierarchy of Needs:
14/16 Affect
Positive Affect and Negative Affect
Affect: refers to a person’s emotional responses to
stimuli.
Positive affect: humor, happiness, excitement…
Positive state relief: link a product or service with a positive
emotion or use marketing communications to evoke positive
affect.
Negative affect: sad, angry, disgust…
negative state relief: link a product or service with a
negative emotion or use marketing communications to
evoke negative affect.
15/16 Affect
How Social Media Tap into Our Emotion
A lot of our social media activity involves expressing affect, both
positive and negative. We may share particularly good or bad
feelings on Facebook or Twitter, in texts or emails, to convey how
we feel. Marketers discover our emotion and provide marketing
messages to us.
It’s so common for people to express their moods and also their
emotional reactions to products that these posts can be a treasure
trove for marketers who want to learn more about how their
offerings make people feel.
Sentiment analysis (text-mining software): a process that scours the
social media universe to collect and analyze the words people use
when they describe a specific product or company.