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Consumer Motivation, Mood, and Involvement
Transcript of Consumer Motivation, Mood, and Involvement
Motivation is an inner drive
As consumer the results is a desire for a product, service, or experience.
It is the drive to satisfy needs and wants, both physiological and psychological, through the purchase and use of products and services
Actions Results Evaluations Outcomes Need Satisfaction
Maslow’s hierarchy of needs
A heightened state of awareness that motivates consumers to seek out, attend to and think about product information prior to purchase.
Attention is increased and more importance is attached to the stimulus object. Memory is enhanced.
Five stages of the motivation process
Want or desire
Influence on consumer decision making
is the energizing force that causes behavior that satisfies a need.
Influence on consumer conflict resolution
Approach-approach conflict: between two desirable alternatives
Approach-avoidance conflict: is both desirable and undesirable
Avoidance-avoidance conflict: between two undesirable alternatives
Influence on consumption patterns
The degree of motivation a consumer has to buy a product determines their consumption pattern.
Triggering Consumer Motives
Inducing need recognition
Move consumer from actual state to desired state
Triggering motivation through need-benefit segmentation
Understand consumer better
Triggering subconscious motivation like emotions
Emotions are affective responses that reflect the consumer of beliefs
Many emotions are used in advertising: Anger, fear, humor, compassion
People purchase products and services to experience certain emotional states or to achieve emotional goals (emotional arousal)
It is an affective state that is general and pervasive
Moods are much less intense than emotions
Consumers are much less conscious of moods
How can a brand create a mood?
How can a store atmosphere create a mood?
Effects of Consumer Involvement
: expensive, high-risk purchases usually important to the buyer.
: frequent low-risk purchases that aren't usually expensive.
High involvement: More thought typically goes into the purchase.
Low Involvement: Not as much thought goes into purchase.
Causes of Consumer Involvement
A product’s image are related to a consumer’s self-image, values, wants and needs
The greater the perceived risk, the greater consumer involvement and importance of product
The more alternatives there are to choose from, the greater the involvement
The more socially visible a product is, the greater the involvement