2 Consumer Behavior
2.3 Motivation and Emotion
The section follows the previous section on sensing the stimuli, understanding the stimuli to the motivation to seek stimuli.
2.3.1 Motivation
There are several ways to categorize motivation including the regulatory focus, Maslow’s hierarchy and customer value of utilitrian and hedonic. Different kinds of need to be fulfill fires different kind of motivation.
When the motivation is high, the consumer has a high involvement or engagement with the need. Five types of involvement follows the continnum from utilitarian (situational involvement) to hedonic (emotional). Product involvement and shopping involvement mean the consumers care about different aspect of the shopping, the end or the means.
What happens when the motivation conflicts? Trade-off thinking comes into place. Either you want both approach/ promotion the bigger gain or avoid the bigger harm or to balance the side effect. Consumer resolves the conflict through different strategy such as goal licensing (e.g., when you want the ice cream and also want to avoid weight gain, you can workout first to achieve the weight loss goal then indulge yoruself with a small cup of ice cream). The strategy here is my favorite discusion point among students.
Implication of Maslow: fulfill lower level need/ motivation first then higher. Will you sacrifice lower for higher?
2.3.2 Emotion
Definition: Emotion is a specific psychobiological reaction to a human appraisal
Emotion is the spontaneous feeling that leads to visceral responses. Emotion is the other way to influence behavior. The distinction from the motivation is that motivation tends to be congitive whereas emotion is relate to feeling.
However, the connection between cogntion and affect are actually strong. Appraisal thoughts mean the assessment of the different reason for emotion. Anticipatory emotion: anticipated regret. feel like I should choose the other one. FOMO. Agency. guilt and frustration. somebody’s fault. Equity: input and output. If I pay lots of $ for the product, I feel anger when it breaks easily. Outcomes: goal achievement feels joy and pride.
In general the emotion can also be categorized through three dimensions per the PAD pleasure-arousal-dominance scale – the valence and the arousal/strength and control. Strongly positive emotion: excitment, zealous. Strongly negative emotion: anger. Frustration (not in control) vs. Anger (control) From general to specific categorization, the emotion can also be seperated into emotions (i.e., viseral reaction to a specific trigger), mood (i.e., feel good or bad moods without a specific trigger) and affect (general positive or negative sentiment)
How did instructor find out the examples? in textbook? -> her extension. google.
2.3.2.1 Emotion measure
- autonomic measures. viceral response with sweat, heart rate, pupil dilation, brain eletricial activity.
- subjective measure. observer. respondent self report.
- Machine unintrusive measure. AI face recognition. The goal is for researchers to have an unbiased measure that can be easily conducted.
2.3.2.2 EQ
Definition: Awareness of the emotions experienced in a given situation, and the ability to control reactions to these emotions.
The use of EQ by consumers vs. salesperson. The salesperson need to read the emotion and be confident in using the emotion. Otherwise, the process won’t be effective. The ideal combination is avoidance orientation. The salesperson is upbeat and is confident in using it. Or how the salesperson control and use the emotion.
Related Research: Cross Ref.
2.5 R Markdown
This is the first R Markdown homework output. The course objective is to train you to do both strategic and actionable learn by doing approach. Senior manager or analyst aspiring to be a think tank will benefit from the course.
This is an R Markdown document. Markdown is a simple formatting syntax for authoring HTML, PDF, and MS Word documents. For more details on using R Markdown see http://rmarkdown.rstudio.com.
When you click the Knit button a document will be generated that includes both content as well as the output of any embedded R code chunks within the document. You can embed an R code chunk like this:
Hello World Frank Lin Frankstein Franklin lin Test 2nd times
summary(cars)## speed dist
## Min. : 4.0 Min. : 2.00
## 1st Qu.:12.0 1st Qu.: 26.00
## Median :15.0 Median : 36.00
## Mean :15.4 Mean : 42.98
## 3rd Qu.:19.0 3rd Qu.: 56.00
## Max. :25.0 Max. :120.00