Outline

1
Outline

• Affect
• Definition of affect
• Moods and consumer behavior
• Emotions and consumer behavior
• Motivation
• Definition of motivation
• Direction of behavior toward goals
• Intensity of goal pursuit and involvement
• The means-end chain approach to consumer
  motivation

2
Affect

• affect can be defined as a valenced feeling
  state
• two kinds of affective states may be
  distinguished
• moods
• emotions

3
Mood and consumer behavior

• mood effects on memory
• material that is congruent with a persons mood
  at encoding or retrieval is remembered better
  than other information
• the match between mood at encoding and mood at
  retrieval enhances memory (state-dependent
  memory)
• mood effects on judgments
• a persons mood state may bias evaluations of
  stimuli in a mood-congruent direction (see
  Schwarz and Clore)
• mood effects on behavior
• good mood may increase the likelihood that a
  person will perform certain behaviors (esp.
  pro-social behaviors)

4
The weather, mood, and life satisfaction (Schwarz
and Clore)

• people were supposedly called from out of town
  and asked about their life satisfaction, current
  mood, and possibly the weather
• sunny or rainy weather had the predicted effect
  on current mood (means of 7.5 vs. 5.4 on a
  10-point scale)
• people evaluated their life more positively when
  they were interviewed on sunny than on rainy
  days, reflecting their mood at the time of
  judgment (means of 6.57 vs. 4.86)
• however, when the interview started with the
  question, Hows the weather down there? people
  called on rainy days were equally satisfied with
  their life as people called on sunny days (6.71
  vs. 6.79)

5
Conceptualization of emotions

• the dimensional approach
• emotional experiences can be described in terms
  of a few underlying dimensions (e.g.,
  pleasure-displeasure and degree of arousal or
  intensity as in the circumplex model of
  emotions)
• the categorical approach
• emotional experiences can be classified into a
  limited number of basic emotions

6
Russells circumplex model of emotions

• argument that emotions can be arranged in roughly
  a circular order around the perimeter of a
  two-dimensional space de-fined by two axes
  pleasure-displeasure and degree of arousal

aroused
excited
alarmed
astonished
afraid

delighted
tense
angry
distressed
annoyed
glad
frustrated
happy
pleased
satisfied
content
serene
at ease
miserable
depressed
calm
relaxed
sad
gloomy
droopy
bored
sleepy
tired
7
Ads and autobiographical memories(Sujan, Bettman
and Baumgartner)

• Ss were exposed to an ad for Callaway wine
• the ad either encouraged Ss to form an impression
  of the advertised brand in the context of an
  autobiographical memory or no such encouragement
  was provided (autobiographical retrievals)
• in addition, the ad either associated or did not
  associate the advertised brand with special
  occasions (brand link)
• after looking at the ad, Ss engaged in a
  thought-listing task, evaluated the ad and the
  brand, and rated their affective state during
  exposure to the ad on 27 positive and negative
  feeling measures

8
Ads and autobiographical memories (contd)

• Results
• an autobiographical retrieval cue led to a focus
  of thoughts on autobiographical episodes rather
  than product features and higher levels of net
  positive affect
• encouraging the retrieval of autobiographical
  memories resulted in more favorable ad
  evaluations
• encouraging the retrieval of autobiographical
  memories increased brand evaluations more
  strongly when a link was forged between the brand
  and the memory

Ab
8
brand link present
7
brand link absent
6
5
no retrieval cue
retrieval cue
9
Regret and disappointment /dissatisfaction

• Regret consumers are displeased with a purchase
  because the alternative they selected turned out
  to be inferior to another alternative that they
  considered but didnt choose usually associated
  with self-blame opposite is rejoicing
• Disappointment/dissatisfaction consumers are
  displeased with a purchase because their
  pre-purchase expectations were not met (i.e., the
  performance of the product or service was worse
  than expected) sometimes associated with
  other-blame opposite is elation or satisfaction

10
Consequences of regret and satisfaction (Tsiros
and Mittal)

• 2 (outcome valence of chosen brand positive vs.
  negative) x 2 (outcome of chosen brand compared
  to forgone outcome better vs. worse) x 2 (brand
  choice Compaq vs. Dell)
• description of a laptop purchase Paul chose a
  Compaq (Dell) and has had (no) problems with his
  laptop, whereas his friend George chose a Dell
  (Compaq) and has had a great (bad) experience
  with his laptop
• measures of regret Paul feels sorry for choosing
  a Compaq laptop, regrets choosing a Compaq
  laptop, feels he should have chosen a Dell
  laptop
• measures of (dis)satisfaction Paul is happy with
  Compaqs performance, is satisfied with Compaqs
  performance, is disappointed with Compaqs
  performance

11
Consequences of regret and satisfaction (contd)
Regret
Repurchase intentions
-.33
.43
-.38
Satisfaction
Complaint intentions
-.41
12
Motivation

• in the most general sense, motivation is
  concerned with the determinants of human
  behavior
• two questions
• direction what motivates consumers to act?
• intensity how strongly motivated are consumers
  to act?

13
Direction of motivation

• goals give behavior direction
• goals may be conscious or subconscious
• the focal goal is embedded in a goal hierarchy
• how is the focal goal to be attained?
• why is the chosen course of action pursued?
• values as very high-level goals

14
Values

• abstract goals that represent guiding principles
  of peoples lives are usually called values
• different approaches to conceptualizing and
  measuring values
• Rokeach Value Survey (Rokeach 1973)
• 18 instrumental values (preferred modes of
  conduct)
• 18 terminal values (preferred end states of
  being)
• List of Values (Kahle 1983) 9 social values
• Universals in value content and structure
  (Schwartz 1992) 10 universal value types

15
Rokeachs Value Survey

• Instrumental values Terminal values
• ambitious imaginative a comfortable life inner
  harmony
• broadminded independent an exciting
  life mature love
• capable intellectual a sense of
  accomplishment pleasure
• cheerful logical a world at peace national
  security
• clean loving a world of beauty salvation
• courageous obedient equality self-respect
• forgiving polite family security social
  recognition
• helpful responsible freedom true friendship
• honest self-controlled happiness wisdom

16
The List of Values or LOV (Kahle)

• Ss see a list of 9 values and are asked to
  identify their two most important values or rank
  the values
• self-respect
• self-fulfillment
• security
• sense of belonging
• excitement
• sense of accomplishment
• fun and enjoyment in life
• being well-respected
• warm relationships with others
• studies show that LOV has predictive utility for
  a variety of consumer behavior variables
  (television viewing, magazine readership, leisure
  activities, etc.)

17
Universal value types (Schwartz)
social power
POWER
SECURITY
preserving public image
national security
sense of belonging
wealth
authority
ACHIEVEMENT
social recognition
accepting portion in life
reciprocation of favors
clean
moderate
ambitious
social order
TRADITION
healthy
obedient
influential
family security
devout
honor parents
successful
capable
respect for tradition
HEDONISM
politeness
pleasure
detachment
intelligent
CONFORMITY
self- discipline
enjoying life
humble
responsible
loyal
BENEVOLENCE
exciting life
true friend- ship
STIMULATION
meaning in life
honest
self-respect
varied life
mature love
wisdom
forgiving
helpful
daring
choosing own goals

world at peace
world of beauty
spiritual life
protecting environment
social justice
independent
unity with nature
creativity
inner harmony
curious
equality
SELF-DIRECTION
freedom
UNIVERSALISM
broadminded
18
Intensity of motivation Involvement

• a consumers perception of the degree of personal
  relevance of an object (e.g., product) or event
  (e.g., purchase behavior)
• two forms of involvement
• intrinsic involvement
• situational involvement

19
Measurement of involvement

• Personal involvement inventory (Zaichkowsky)
  22-item bipolar adjective scale (e.g.,
  important-unimportant, relevant-irrelevant, of
  concern to me-of no concern to me,
  significant-insignificant, etc.)
• Involvement profile (Kapferer and Laurent) five
  dimensions of involvement
• interest
• sign-value
• pleasure
• risk importance
• risk probability

20
Means-end chain theory

• the objective of means-end chain theory is to
  understand what makes products personally
  relevant to consumers
• attributes of products are assumed to lead to
  various functional and psycho-social consequences
  of product use which in turn satisfy consumers
  values thus, products possessing certain
  attributes are seen as means to achieve certain
  values as ends
• the result of a means-end chain analysis is a
  hierarchical value map (HVM)

21
Attributes, consequences, and values

• attributes
• physical, objective features of products
  (concrete attributes)
• nonphysical, subjective product characteristics
  (abstract attributes)
• functional consequences
• tangible outcomes of product use
• psycho-social consequences
• intangible (psychological and social) outcomes of
  product use
• values
• abstract goals or motivational concerns

22
Laddering (Reynolds and Gutman)

• a qualitative, in-depth interviewing process
  designed to elicit means-end chains for a domain
  of interest (e.g., a product category)
• steps in a laddering interview
• determination of a representative set of brands
  in the product category
• elicitation of meaningful distinctions between
  brands (e.g., in terms of salient attributes)
  using direct questioning, triad sorting,
  preference-consumption differences, differences
  by occasion, etc.
• selection of key distinctions to ladder
• repeated questions of the form, Why is this
  important to you? to prompt verbalizations of
  sequences of attributes, consequences, and values
  (referred to as ladders)

23
Hierarchical value map for express delivery
self-esteem
financial security
peace of mind
accomplishment
personal advancement
job security
good for company
makes me look good
in control
less worry
can do more
fast payment
satisfied customer/boss
saves time
good value
address queries
finish project
reliable
next day
person to person
open 9pm
in-office tracking
tracking system
low cost
on-time delivery
drop box
Saturday delivery
2nd day
COD
early delivery
24
MECCAS model of advertising strategy

• four levels of the MECCAS (means-end
  conceptualization of the components of
  advertising strategy) model
• message elements specific product attributes
  that the advertising communicates verbally or
  visually
• consumer benefit major positive functional
  consequences of consumption
• leverage point the manner in which the
  advertising activates the focal value by tapping
  into psycho-social consequences
• driving force the value orientation of the
  communication strategy
• connections between these four levels are called
  bridges
• product bridge connects attributes to functional
  consequences
• personal relevance bridge connects functional
  consequences to psycho-social consequences
• value bridge connects psycho-social consequences
  to values

25
Copy testing based on means-end chain theory The
STRATA system

• an interview and analysis software system
  designed to determine the effectiveness of
  particular advertising executions in
  communicating a positioning strategy
• respondents view an ad and evaluate how clearly
  the different levels of the MECCAS model and the
  connections between them are communicated
• communication strength scores degree to which
  each MECCAS element is communicated
• linkage strength scores degree to which
  connections between levels are communicated
• brand and ad affect scores degree to which the
  ad and the brand are liked

26
STRATA results for Applause ad

• Driving force
• self-esteem (64)
• accomplishment (48)

Ad affect 54 Brand affect 49

• Leverage point
• less worry (69) 5 4
• in control (43) 5 4

• Consumer benefit
• satisfied boss (74) 4 4
• reliable (63) 4 4

• Message elements
• in-office tracking (83) 5 5
• early delivery (65) 4 4