Chapter 5 notes.docx - Market Behavior Chapter 5 \u2013 Motivation and Emotion Driving Consumer Behavior Sentiment Analysis \u2013 sometimes called

Chapter 5 notes.docx - Market Behavior Chapter 5 –...

This preview shows page 1 - 3 out of 5 pages.

Market Behavior Chapter 5 – Motivation and Emotion: Driving Consumer BehaviorSentiment Analysis – sometimes called conversation analysis. Automatic procedures that search social networking sites like Twitter for phrases/sentences that are coded for emotional meaningTrue meaning and true feelings are driven by human motivationsWhat drives human behavior?oBasic consumption process is a central component of the consumer value framework (CVF) that starts with consumer needsoNeeds kick start subsequent thoughts, feelings and behavioroMotivations – inner reasons or driving forces behind human actions that drive consumers to address real needsoHomeostasis – state of equilibrium wherein the body naturally reacts in a way so as to maintain a constant, normal bloodstreamoSelf-improvement motivation – motivations aimed at changing the current state to a level that is more ideal, not at simply maintaining the current stateConsumers perform acts that cause emotions that help create hedonic valueoRegulatory focus theory – puts forward the notion that consumers orient their behavior either through a prevention or promotion focusPrevention focus – orients toward avoiding negative consequencesPromotion focus – orients toward opportunistic pursuit of aspirations or idealsGeneral Hierarchy of motivationoMaslow’s hierarchy of needs – theory of human motivation that describes consumers as addressing a finite set of prioritized needsPhysiological – basic survival food drink, shelter, etc.Utilitarian valueSafety and security – the need to be secure and protectedBelongingness and love – need to feel like a member of a family or communityEsteem – need to be recognized as a person of worthSelf-actualization – need for personal fulfillment (CB can provide value by addressing)Things that address self-actualization needs vary in different places around the worldoSimpler classification of consumer motivationsUtilitarian motivation – drive to acquire products that can be used to accomplishsomethingJoining linkedin to network professionallyVisiting health clinic because of a feverUsing air freshener to cover up strange smell in apartmentHedonic Motivation – drive to experience something emotionally gratifyingDownloading snapchat to show friends cool selfiesGoing to a health club to have fun playing racquetball with friendsUsing air freshener because one enjoys the smelloConsumer involvement – degree of personal relevance a consumer finds in pursuing value from a particular category of consumption
Background image
Moderating variable – variable that changes the nature of the relationship between two other variablesInvolvement is a key moderating variableHighly involved consumers are likely to take more time because they
Background image
Image of page 3

You've reached the end of your free preview.

Want to read all 5 pages?

  • Spring '14

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes
A+ icon
Ask Expert Tutors