Chapter 5- Motivation and Emotion: Driving Consumer Behavior

Question 1

sentiment analysis

Answer 1

sometimes called conversation analysis; automatic procedures that search social media sites for phrases/sentences that are coded for emotional meaning

Question 2

motivations

Answer 2

the inner reasons or driving forces behind human actions that drive consumers to address real needs

Question 3

What are the two key groups of behavior human motivations are oriented around?

Answer 3

Homeostasis and Self-Improvement

Question 4

homeostasis

Answer 4

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

Question 5

self-improvement motivation

Answer 5

motivations aimed at changing the current state to a level that is more ideal not at simply maintaining the current state

Question 6

regulatory focus theory

Answer 6

puts forward the notion that consumers orient their behavior either through a prevention focus or promotion focus

Question 7

prevention focus vs. promotion focus

Answer 7

orients customers toward avoiding negative consequences, while a promotion focus orients consumers toward the opportunistic pursuit of aspirations or ideals

Question 8

Maslow’s hierarchy of needs

Answer 8

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

Question 9

utilitarian motivation

Answer 9

a drive to acquire products that their consumers can use to accomplish things; bears much in common with the idea of maintaining behavior

Question 10

hedonic motivation

Answer 10

a drive to experience something personally gratifying; these behaviors are usually emotionally gratifying

Question 11

consumer movement

Answer 11

represents the degree of personal relevance a consumer finds in purchasing value from a given category of consumption

Question 12

moderating variable

Answer 12

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

Question 13

what are the different types of involvement?

Answer 13

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

Question 14

emotions

Answer 14

specific psychological reactions to appraisals

Question 15

psychobiological

Answer 15

involves both psychological processing & physical responses

Question 16

what is cognitive appraisal theory?

Answer 16

school of thought proposing that specific types of appraisals thoughts can be linked to specific types of emotions; has 4 types

Question 17

what are the 4 types of appraisals?

Answer 17

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

Question 18

mood

Answer 18

transient & general affective state

Question 19

mood congruent judgements

Answer 19

an evaluation in which they judge the value of a target in a mood-consistent way

Question 20

consumer self-construct

Answer 20

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

Question 21

consumer affect

Answer 21

often used to represent the general feelings a consumer has about a particular product or activity expressed as a tone or liking

Question 22

autonomic measures

Answer 22

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.

Question 23

eye-tracking technology

Answer 23

combination of hardware & software that can measure precisely where a consumer’s gaze is directed and also assess pupil dilation

Question 24

PAD

Answer 24

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

Question 25

flow

Answer 25

an extremely high emotional involvement in which a consumer is engrossed in an activity; computer-related activities are common contributors to flow

Question 26

emotional expressiveness

Answer 26

represents the extent to which a consumer shows outward behavioral signs and otherwise reacts obviously to emotional experiences

Question 27

emotional intelligence

Answer 27

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

Question 28

autobiographical memories

Answer 28

memories of previous meaningful events in one’s life; mood tends to match memories

Question 29

mood-congruent recall

Answer 29

the extent that a consumer’s mood can be controlled, his or her memories and evaluations can be classified

Question 30

schema-based affect

Answer 30

emotions that become stored as part of the meaning for a category (schema)

Question 31

aesthetic labor

Answer 31

effort put forth by service workers who have to overtly manage their appearance as a requisite for performing their job well

Question 32

emotional labor

Answer 32

effort put forth by service workers who have to overtly manage their own emotional displays as part of the job

Question 33

self-conscious emotions

Answer 33

specific emotions that results form some evaluation or reflection of one’s own behavior, including pride, shame guilt, and embarrassment

Question 34

emotional contagion

Answer 34

extent to which an emotional display by one person influences the emotional state of a bystander

Question 35

product contamination

Answer 35

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