Chapter 5- Motivation and Emotion: Driving Consumer Behavior Flashcards
sentiment analysis
sometimes called conversation analysis; automatic procedures that search social media sites for phrases/sentences that are coded for emotional meaning
motivations
the inner reasons or driving forces behind human actions that drive consumers to address real needs
What are the two key groups of behavior human motivations are oriented around?
Homeostasis and Self-Improvement
homeostasis
the fact that the body naturally reacts in a way to maintain a constant, normal bloodstream; the behavior is aimed at maintaining one in a current acceptable state
self-improvement motivation
motivations aimed at changing the current state to a level that is more ideal not at simply maintaining the current state
regulatory focus theory
puts forward the notion that consumers orient their behavior either through a prevention focus or promotion focus
prevention focus vs. promotion focus
orients customers toward avoiding negative consequences, while a promotion focus orients consumers toward the opportunistic pursuit of aspirations or ideals
Maslow’s hierarchy of needs
theory describes consumers as addressing a finite set of prioritized needs: physiological–> safety & security–> belongingness–> esteem (worth)–> self-actualization; switch from utilitarian value to hedonic value
utilitarian motivation
a drive to acquire products that their consumers can use to accomplish things; bears much in common with the idea of maintaining behavior
hedonic motivation
a drive to experience something personally gratifying; these behaviors are usually emotionally gratifying
consumer movement
represents the degree of personal relevance a consumer finds in purchasing value from a given category of consumption
moderating variable
a moderating variable is one that changes the nature of a relationship btwn two other variables ie. the time someone spends on picking shoes at a store
what are the different types of involvement?
product involvement: the personal relevance of a particular relevance of a particular product category
shopping involvement: personal relevance of shopping activities
situational involvement: temporary interest in some imminent purchase situation
enduring involvement: ongoing interest in some product or opportunity
emotional involvement: type of deep personal interest that evokes strongly felt feelings simply from the thoughts or behavior associated w/ some object or activity
emotions
specific psychological reactions to appraisals
psychobiological
involves both psychological processing & physical responses
what is cognitive appraisal theory?
school of thought proposing that specific types of appraisals thoughts can be linked to specific types of emotions; has 4 types
what are the 4 types of appraisals?
anticipation appraisal: focuses on the future and can elicit anticipatory emotions like hopefulness or anxiety
agency appraisal: reviews responsibility for events and can evoke consequential emotions like gratefulness, frustration, guilt, or sadness
equity appraisal: considers how something turned out relative to one’s goals and can evoke emotions like joyfulness, satisfaction, sadness, or pride
outcomes appraisal: considers how something turned out relative to one’s goals and can evoke emotions like joyfulness, satisfaction, sadness, or pride
mood
transient & general affective state
mood congruent judgements
an evaluation in which they judge the value of a target in a mood-consistent way
consumer self-construct
represents whether a customer is thinking about the self as an independent person or construing the self as an independent person w/in a network of others, determines how much mood influences consumer choice
consumer affect
often used to represent the general feelings a consumer has about a particular product or activity expressed as a tone or liking
autonomic measures
automatically record visceral body reactions or neurological (brain) activity; measures things like facial reactions, physiological responses such as sweating, heart rate, pupil dilation, electrical areas in the brain, etc.
eye-tracking technology
combination of hardware & software that can measure precisely where a consumer’s gaze is directed and also assess pupil dilation
PAD
an acronym that stands for pleasure-arousal-dominance, three dimensions proposed to represent emotional experiences; a PAD scaling approach asks consumers to rate their feelings using a # of semantic differential (bipolar opposite) items that capture emotions experienced in an environment
flow
an extremely high emotional involvement in which a consumer is engrossed in an activity; computer-related activities are common contributors to flow
emotional expressiveness
represents the extent to which a consumer shows outward behavioral signs and otherwise reacts obviously to emotional experiences
emotional intelligence
a term used to capture one’s awareness of the emotions experienced in a situation; and an ability to control their reactions to these emotions
autobiographical memories
memories of previous meaningful events in one’s life; mood tends to match memories
mood-congruent recall
the extent that a consumer’s mood can be controlled, his or her memories and evaluations can be classified
schema-based affect
emotions that become stored as part of the meaning for a category (schema)
aesthetic labor
effort put forth by service workers who have to overtly manage their appearance as a requisite for performing their job well
emotional labor
effort put forth by service workers who have to overtly manage their own emotional displays as part of the job
self-conscious emotions
specific emotions that results form some evaluation or reflection of one’s own behavior, including pride, shame guilt, and embarrassment
emotional contagion
extent to which an emotional display by one person influences the emotional state of a bystander
product contamination
refers to the fact that consumers feel uneasy about buying things that others have touched; interesting twist–research shows that though a type of emotional contagion process, a product’s values can actually increase after a consumer sees the product handled by an attractive member of the opposite sex
