Title: Consumer Motivation, Emotion and Involvement Speaker: Ioannis Kareklas

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Open Mentis 01 CONSUMER BEHAVIOR 013-015 Title: Consumer

1 Open Mentis 01 CONSUMER BEHAVIOR Title: Consumer Motivation, Emotion and Involvement Speaker: Ioannis Kareklas online.wsu.edu

Open Mentis 01 PART II Inside the Consumer s Mind CONSUMER BEHAVIOR 013-015

2 Open Mentis 01 PART II Inside the Consumer s Mind CONSUMER BEHAVIOR Consumer Motivation, Emotion, and Involvement OpenMentis.com Open Mentis 007

Open Mentis 01 CONSUMER BEHAVIOR 013-015 MOTIVATION Human Drive to Attain a Goal Object. Drive Energy that impels us to act.

3 Open Mentis 01 CONSUMER BEHAVIOR MOTIVATION Human Drive to Attain a Goal Object. Drive Energy that impels us to act. Goal Object Something we Seek, that which we judge will bring us comfort/value. Motivated / Purposive Behavior: Expenditure of energy toward a goal object.

4 Open Mentis 01 CONSUMER BEHAVIOR

Open Mentis 01 CONSUMER BEHAVIOR 013-015 ORIGINS of Needs Innate Learned -------------------------------

5 Open Mentis 01 CONSUMER BEHAVIOR ORIGINS of Needs Innate Learned Biogenic Psychogenic Discuss: - Where Do Learned and Psychogenic Needs Come From?

Open Mentis 01 CONSUMER BEHAVIOR 013-015 Approach Motivation Avoid Motivation

Conflict Avoid-Avoid Conflict Approach-Avoid Conflict Do you want them?

6 Open Mentis 01 CONSUMER BEHAVIOR Approach Motivation Avoid Motivation Motives in Conflict Approach-Approach Conflict Avoid-Avoid Conflict Approach-Avoid Conflict Do you want them? > A Product Improvement Opportunity Or not want them? Discuss: Doesn t every product present an approach-avoid conflict?

Open Mentis 01 CONSUMER BEHAVIOR 013-015

7 Open Mentis 01 CONSUMER BEHAVIOR Pecking order. What is missing? Hedonism.

Open Mentis 01 CONSUMER BEHAVIOR 013-015 Murray s List of Psychological NEEDS 1. AUTONOMY. DOMINANCE 3. NURTURANCE 4.

8 Open Mentis 01 CONSUMER BEHAVIOR Murray s List of Psychological NEEDS 1. AUTONOMY. DOMINANCE 3. NURTURANCE 4. EXHIBITION 5. COGNIZANCE 6. EXPOSITION DISCUSS : Review Table.1 (in your book) and give a new CB example of each need.

Open Mentis 01 CONSUMER BEHAVIOR 013-015 Dichter s List of Subconscious Motives 1. Mastery over Environment. Masculinity 3.

9 Open Mentis 01 CONSUMER BEHAVIOR Dichter s List of Subconscious Motives 1. Mastery over Environment. Masculinity 3. Individuality 4. Status 5. Love and Affection Review Table. (in your book) and 1. Discuss why these are unconscious. Give a new example of each.

10 Open Mentis 01 RESEARCHING CONSUMER MOTIVES CONSUMER BEHAVIOR Motivation Research Projection Techniques: Third-Person Question Phrasing Word Association Sentence Completion Story Completion - (e.g., Thematic Apperception Test (TAT))

11 Open Mentis 01 RESEARCHING CONSUMER MOTIVES CONSUMER BEHAVIOR The MAO Model of Goal Achievement

12 Open Mentis 01 C.O.N.S.U.M.E.R. E.M.O.TI.O.N.S. CONSUMER BEHAVIOR EMOTIONS Sudden Surge of Feelings This Sudden Surge produces Strong Drive to Approach the Source of that Feeling Thus, Emotions serve as Motivation. www,michaelgoddard.com

CONSUMER BEHAVIOR 013-015 Open Mentis 01 C.O.N.S.U.M.E.R. M.O.O.D.S. MOODS: Mild Emotions Transient Background and Foreground Moods can arise internally Moods from External stimulus Produce consumer activity Moods by Situation: Retail Atmosphere.

13 CONSUMER BEHAVIOR Open Mentis 01 C.O.N.S.U.M.E.R. M.O.O.D.S. MOODS: Mild Emotions Transient Background and Foreground Moods can arise internally Moods from External stimulus Produce consumer activity Moods by Situation: Retail Atmosphere. Review p and discuss: Consumer Response: Linger or Leave How moods work differently when you are aware of them versus when you are not.

Open Mentis 01 CONSUMER BEHAVIOR 013-015 HEDONIC MOTIVE Seeking Recreation Seeking

14 Open Mentis 01 CONSUMER BEHAVIOR HEDONIC MOTIVE Seeking Recreation Seeking Pleasure INTRINSIC Enjoyment Sensory Pleasure Aesthetic pleasure Emotional Experience Fun and Play

Open Mentis 01 CONSUMER BEHAVIOR 013-015 CONSUMER INVOLVEMENT The Degree of Interest a Consumer Finds in a Product or

15 Open Mentis 01 CONSUMER BEHAVIOR CONSUMER INVOLVEMENT The Degree of Interest a Consumer Finds in a Product or object Types of Involvement Enduring Involvement Deep Situational Involvement Purchase Decision Consumption Situation

Open Mentis 01 CONSUMER BEHAVIOR 013-015 DEEP INVOLVEMENT DISCUSS

16 Open Mentis 01 CONSUMER BEHAVIOR DEEP INVOLVEMENT DISCUSS : What are you deeply involved in? And How does that affect your CB?

17 Open Mentis 01 CONSUMER BEHAVIOR INVOLVEMENT & DECISION MAKING VIDEO (Click here to access video) High vs. Low Involvement Dyslexia Right vs. Left Brain

18 Open Mentis 01 CONSUMER BEHAVIOR Deep Enduring Situational None CONSUMER INVOLVEMENT The Most Important Concept in Consumer Behavior It Affects Every Other Concept in the Book!!!

BehaviorLens Behavior Pyramid

BehaviorLens Behavior Pyramid Revision: February 4, 2014 2013 InsightsNow, Inc. 1 Behavior Pyramid (Use Moments) Emotions Impact Pleasures/ Displeasures Benefits & Consequences Reinforcers & (, Product)