the motivation process why ask why

The desired end state is the consumer’s goal, and marketers try to create products and services to provide desired benefits and help consumers reduce this tension.. - When we focus on a

VIETNAM NATIONAL UNIVERSITY UNIVERSITY OF ECONOMICS AND LAW

REPORT MOTIVATION AND AFFECT

LECTURER: Cung Thuc Linh

GROUP MEMBER:

- V6 Nguyén Thanh Vy - K214100782

- Nguyễn Phương Uyên - K214100781

- Lê Hà Kiều Anh - K214101930

- Phan Hoàng Anh Khôi - K214100768

- Nguyễn Mỹ Trà - K214101939

- Pham Trung Hau - K214100765

CLASS: K21410CA

TABLE OF CONTENT

3 Negative Affect H

MOTIVATION AND AFFECT Have you ever wondered why some people choose to bungee-jump off a bridge, whereas others spend their leisure time playing chess or gardening? Whether it is to kill boredom or attain some strong emotional experience, we do everything for a reason, even if we can’t clearly understand that reason As a marker, our goal is to satisfy customer’s needs To do

that, we have to discover what those needs are and why they exist, that is to understand

motivation

I The Motivation Process: Why Ask Why?

Motivation refers to the processes that lead people to behave as they do It occurs when a need arises which may be utilitarian (example: when people buy iphone because of the quality camera) or it may be hedonic (example: when people feel “a sense of status and luxury” by buying iphone) The need creates a state of tension that drives consumers to take action to reduce it The desired end state is the consumer’s goal, and marketers try to create products and services to provide desired benefits and help consumers reduce this tension One question that consumer researchers asked is whether a person even needs to be aware of

a motivation to achieve a goal The answer is no

Evidence suggests that motives can lurk beneath the surface, and cues in the environment can activate a goal even when we don’t know it Since brands are an integral feature of the environment, they too can activate goals That’s why marketers are exploring the effects of incidental brand exposure to trigger these goals

Incidental brand exposure is a phenomenon where consumers unintentionally come into contact with a brand This can occur through logos, names, or products of a brand appearing

in their surroundings

Example: This might be the Starbucks logo on a coffee cup someone is holding as you pass them in the street or the Nike brand name on someone’s shirt while waiting at the bus stop Although you may not consciously look to identify these things, subconsciously your brain is recognizing these logos and as a result, has been proven to later affect not only purchasing but also the way we act and feel

Example: In an experiment of Fitzsimons, participants were (subliminally primed) quickly presented with the Apple logo or IBM logo to the extent that they were not consciously aware

of it then they were told to do a similar task The result 1s people who were exposed to

“Apple” logo provided more unique and creative responses compared to those saw “IBM” one Apple has worked hard to create associations for its brand that reflect creativity, innovation and ingenuity Exposure to the Apple logo would trigger the goal to be creative and make participants show greater creativity 1n the task

1 Motivational Strength

Drive theory

The drive theory of motivation has been given by behaviorist Clark Hull and further expounded upon by Hull’s collaborator Kenneth Space Drive theory focuses on biological needs that produce unpleasant states of arousal The arousal this tension causes motivates us

to reduce it and return to a balanced state called homeostasis

Some researchers believe that this need to reduce arousal is a basic mechanism that governs much of our behavior Indeed there is research evidence for the effectiveness of so-called retail therapy

If a behavior reduces the drive, we naturally tend to repeat it Your degree of motivation, then, depends on the distance between your present state and the goal

People often do things that increase a drive state rather than decrease it For example, we may delay gratification If you know you are going out for a lavish dinner, you might decide to forego a snack earlier in the day even though you are hungry at that time

Expectancy Theory

Expectancy theory suggests that expectations of achieving desirable outcomes—positive incentives—trather than being pushed from within motivate our behavior We choose one product over another because we expect this choice to have more positive consequences for

us

Example: Addressing each component of expectancy theory and the example of ‘Shape’ milk, expectancy is the consumer’s individual perception about their ability to achieve a healthier, ‘in shape’ body Instrumentality is the consumer’s belief that there is a connection between the consumption of ‘Shape’ milk and the healthier body the consumer wants Valence refers to the perceived value of the reward, that being a healthier figure Therefore, expectancy theory states that the motivation of consumers who purchase Dairy Farmers’

‘Shape’ milk over generic milk is to become healthier

The placebo effect (Hiệu ứng giả dược) vividly demonstrates the role that expectations play

on our feelings, thoughts, and behaviors This term refers to the well-documented tendency for your brain to convince you that a fake treatment is the real thing—and thus a sugar pill or other placebo can actually reduce pain, treat insomnia, and provide other benefits

Example: the researchers labeled a cocktail that contained an energy drink, study participants perceived themselves to be more intoxicated than did those who drank the same cocktail without this labeling

2 Motivational Direction

Motives have direction as well as strength They are goal-oriented in that they drive us to satisfy a specific need We can reach most goals by a number of routes, and the objective of a company is to convince consumers that the alternative it offers provides the best chance to attain the goal

Needs versus Wants

A need reflects a basic goal such as keeping yourself nourished

or protected from the elements In contrast a want is a specific pathway to achieving this objective that depends a lot on our unique personalities, cultural upbringing, and our observations about how others we know satisfy the same need

- In some cases, we don’t even know we have a “want” until we can no longer have it

- When we focus on a utilitarian need, we emphasize the objective, tangible attributes

of products

- Hedonic needs are subjective and experiential; here we might look to a product to meet our needs for excitement, self-confidence, or fantasy—perhaps to escape the mundane or routine aspects of life It’s hard to overstate the importance of hedonic consumption as an influence on consumers’ choices This term refers to the multisensory, fantasy, and emotional aspects of consumers’ interactions with products

As manufacturing costs go down and the amount of “stuff” that people accumulate goes up, consumers want to buy things that will provide hedonic value in addition to simply doing what they’re designed to do

Example: For years, Procter & Gamble have sold boring boxes of soap powder to housewives who suffered in silence, yearning for the daily respite of martini ttme Lowry and Ryan gambled that they could offer an alternative: cleaners in exotic scents such as cucumber and lavender that came in aesthetically pleasing bottles Within 2 years, they gain more than $2 million in revenue The company’s success wasn’t just due to its eco-friendliness The company’s founders added some pizzazz to their innovative products by making them aesthetically pleasing and fun

3 Motivational Conflicts

Consumers experience different kinds of motivational conflicts that can impact their purchase decisions A goal has valence, which means that it can be positive or negative We direct our behavior toward goals we value positively; we are motivated to approach the goal and to seek out products that will help us to reach it.Because a purchase decision can involve more than

one source of motivation, consumers find themselves in situations in which different motives,

both positive and negative, conflict with one another Marketers attempt to satisfy consumers’ needs by providing possible solutions to these dilemmas

Approach—Approach Conflict

A person has an approach-approach conflict when he or she must choose between two desirable alternatives The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of dissonance (tension) exists when beliefs or behaviors conflict with one another We resolve the conflict that arises when we choose between two alternatives through a process of cognitive dissonance reduction, where we look for a way to reduce this inconsistency (or dissonance) and thus eliminate unpleasant tension A marketer can bundle several benefits together to resolve an approach—approach conflict

Example: A student might be torn between going home for the holidays and going on a skiing trip with friends

Approach-Avoidance Conflict

An approach—avoidance conflict occurs when we desire a goal but wish to avoid it at the same time We may feel guilty or ostentatious when we buy a luxury product such as a fur coat Some solutions to these conflicts include the proliferation of fake furs, which eliminate guilt about harming animals to make a fashion statement Many marketers try to help consumers overcome guilt by convincing them that they deserve these luxuries

Avoidance- Avoidance Conflict

We may face a choice with two undesirable alternatives: for instance, the option of either

spending more money on an old car or buying a new one Don’t you hate when that happens? Marketers frequently address an avoidance—avoidance conflict with messages that stress the unforeseen benefits of choosing one option (e.g., when they emphasize special credit plans to ease the pain of car payments)

4, How We Classify Consumer Needs

To explain almost all human behaviors in a systematic way, many psychologists have tried to create a set of universal basic human needs

Murray’s Psychogenic Needs

Henry Murray developed a set of 20 psychogenic needs that result in specific behaviors These needs include such dimensions as autonomy (being independent), defendance (defending the self against criticism), and even play (engaging in pleasurable activities) Murray believed that everyone has the same basic set of needs but that individuals differ in their priority rankings of these needs lead to the uniqueness of personality Many personality tests are based on a basic of Murray’s framework such as: Thematic Apperception Test (TAT) and Personality Research Form

Specific Needs and Buying Behavior

Other motivational approaches have focused on specific needs and their ramifications for behavior Some important needs include:

- Need for affiliation which is the desire for social interaction, connection, and a sense

of belonging, is relevant to products and services that involve social experiences and community engagement

Example: Social Media Platforms - Facebook’s message: "Bringing the World Closer Together” highlighting the platform's role in connecting people from all around the world

- Need for power (to control one’s environment): Many products and services allow us

to feel that we have mastery over our surroundings

Example: Smart home products, such as remote control products like Nest Thermostat of Google and voice-activated assistants like Amazon's Alexa

- Need for uniqueness (to assert one’s individual identity): Products satisfy the need for uniqueness when they promise to bring out our special features

Example: Style by PNJ’s message is "Declaration of personality"; use the fingerprint in the letter Y (YOU) in their logo to symbolize the unique differences in each person Maslow’s Hierarchy of Needs

Surely everyone is familiar with Maslow’s Hierarchy of Needs, its structure implies that the

order of development is fixed—that is, we must attain a certain level before we activate a

need for the next, higher one From the bottom to the top, the need levels are: physiological, safety, belongingness, ego Needs and self-actualization Self-actualization is a bit special, it is actually considered quite rare, and most individuals have been through "peak experience" which is described as a moment of pure joy and excitement rather than continuous achievement

Research indicates that the fulfillment of one need is not necessarily dependent on another This gives marketers the opportunity to appeal to each need individually and to each customer looking to fulfill them At each level, the person seeks different kinds of product benefits

Physiological: Basic needs like food, water, and health products

Safety: Products offering security, such as financial reserves and insurance

Belongingness: Products that facilitate social connections like social media platforms, dating apps, clubs

Ego Needs: Luxury goods, designer clothing, cosmetics or brands that boost self-esteem Self-Actualization: Products related to personal growth, enrich experiences like education and travel

However, there is a problem when marketers somewhat oversimplify the application of Maslow's Hierarchy of Needs in their strategies, especially because the same product or activity can fulfill different needs For example, gardening could satisfy needs at every level

of the hierarchy, as you can see

Additionally, Maslow’s hierarchy does not apply universally, different cultures may prioritize needs differently Example: Many Asian cultures value the welfare of the group (belongingness needs) more highly than needs of the individual (esteem needs) So one important thing to remember is this hierarchy is useful for marketers because it reminds us that consumers may have different need priorities in different consumption situations and at different stages in their lives—not because it exactly tells the ladder of needs that the consumer will climb in order

I Affect

1 Types of Affective responses

Affect describes the experience of emotionally laden states, but the nature of these

experiences ranges from evaluations, to moods, to full-blown emotions

Evaluations are valenced (i.¢., positive or negative) reactions to events and objects that are not accompanied by high levels of physiological arousal For example, when a consumer evaluates a movie as being positive or negative, this usually involves some degree of affect accompanied by low levels of arousal (possible exceptions such as Fifty Shades of Gray notwithstanding! )

Moods involve temporary positive or negative affective states accompanied by moderate levels of arousal Moods tends to be diffuse and not necessarily linked to a particular event (e.g you might have just “woken up on the wrong side of the bed this morning”)

Emotions such as happiness, anger, and fear tend to be more intense and often relate to a

specific triggering event such as receiving an awesome gift Marketers find many uses for affective states They often try to link a product or service with a positive mood or emotion (just think of a sappy Hallmark greeting card) Of course a variety of products from alcohol

to chocolate are consumed at least partly for their ability to enhance mood Numerous companies evaluate the emotional impact of their ads; some such as Unilever and Coca-Cola use sophisticated technology that interprets how viewers react to ads by their facial expressions

On other occasions marketing communications may deliberately evoke negative affect, such

as regret if you forget to play the lottery Perhaps a more productive way to harness the power

of negative affect is to expose the consumer to a distressing image and then provide a way

to improve it For example, a nonprofit organization might run an ad showing a starving child when it solicits donations Helping others as a way to resolve one’s own negative moods is known as negative state relief Recently we’ve seen a trend in advertising toward inspirational stories that manipulate our emotions like a rollercoaster

We've already seen that cognitive dissonance occurs when our various feelings, beliefs, or behaviors don’t line up, and we may be motivated to alter one or more of these to restore consistency Mood congruence refers to the idea that our judgments tend to be shaped by our

moods For example, consumers judge the same products more positively when they are in

a positive as opposed to a negative mood This is why advertisers attempt to place their ads after humorous TV programming or create uplifting ad messages that put viewers ina good mood Similarly, retailers work hard to make shoppers happy by playing “up background music and encouraging staff to be friendly

2 Positive affect

A passionate commitment to one brand has famously been termed a lovemark by the head of the Saatchi & Saatchi advertising agency which helps to explain why many of us will willingly pay a premium for a product that on the surface seems to do the same thing as a less expensive alternative

Happiness

Happiness is a mental state of well-being characterized by positive emotions

Many of us believe that owning shiny materials is the key to happiness but researchers said this only links to lower levels of happiness! We are have an instinct to accumulate rather than

to consume

- Money does not necessarily buy happiness but some researchs said that it can least buy free time—and thus higher life satisfaction, like traveling by plane, having outsource chores and so on

- People are happier when they thought of experiential purchases (defined as a purchase made with the primary intention of acquiring a life experience) instead of material purchase (defined as a purchase made with the primary intention of acquiring a material possession)

- Younger people are more likely to associate happiness with excitement, whereas older people are more likely to associate this state with feelings of calm and peacefulness

3 Negative Affect

Marketing messages can make us sad, angry, or even depressed— and sometimes that’s done

on purpose!

- Example: In a recent IKEA campaign, the company renames furniture to reflect the relationship problems that Swedish people most frequently Google to show that its products link to emotional needs Thus if a person Googles “my partner is vain,” they will find that a backlit mirror shows up in the search results

Disgust

- Disgust is believed to have evolved to protect against contamination

- These reactions help prevent pathogens and expel tainted food

- Disgust affects moral judgments, making people harsher on moral offenses: + In one experiment, people who sat in a foul-smelling room or at a desk cluttered with dirty food containers judged acts such as lying on a résumé or keeping a wallet found on the street as more immoral than individuals who were asked to make the same judgments in a clean environment

- Negative imagery, including disgust, is used in marketing for impact:

+ To discourage people from consuming sugary drinks, the New York Department of Health showed a man imbibing a soft drink—as he does the beverage turns into gobs of fat

+ Febreze ran a TV commercial where blindfolded people in a foul room believe it’s actually a nice location because the air freshener covers up the stench + Lamisil is a medication for toenail fungus, so it’s not too hard to generate feelings of disgust The company created a creature it called “Digger” that excavates its way under people’s nails—a safe bet it accomplished its objective

Envy

- Envy is a negative emotion associated with the desire to reduce the gap between oneself and someone who is superior on some dimension

- Two types of envy:

+ Benign envy occurs when we believe the other person actually deserves a coveted brand (like an iPhone) Under these circumstances the person may be willing to pay more to obtain the same item

+ Malicious envy occurs when the consumer believes the other person does not deserve his or her superior position In this case consumers may not desire the product the other person owns, but they may be willing to pay more for a different brand in the same category (like a Samsung Galaxy) to set them apart from the other person

Guilt

- Guilt is “an individual’s unpleasant emotional state associated with possible

objections to his or her actions, inaction, circumstances, or intentions

- Marketers may try to invoke a feeling of guilt when they want consumers to engage in prosocial behaviors such as giving to charities

- Effective when others are present because this approach activates a sense of social responsibility but subtle and careful approach can prevent being backfired

Embarrassment

Embarrassment is an emotion driven by a concern for what others think about us, must be aware of, and care about, the audience that evaluates us, this also pops up when we purchase socially sensitive products such as condoms, adult diapers, tampons, or hair-lice shampoo, consumers try to reduce embarrassment by hiding a sensitive product among others in a shopping basket or choosing a cashier who looks “more friendly” when they check out

4 How Social Media Tap into Our Emotions

It's fascinating to see how online media has tapped into our emotions and motivations In this digital age, everything is moving online, becoming part of the vast network Many companies, especially those tied to social networks, understand and work with these emotional and motivational aspects

For example, think about those "likes" and "love" buttons on Facebook and Twitter They're not just there by accident They are part of what we can call the "happiness economy." You

see, you might not directly pay for the products, but what you're really giving in return is your attention Companies are keen on capturing your gaze and tracking what you like and dislike They do this by watching what people are talking about and how they're feeling online It's like a goldmine of information

Some tech companies have moved away from traditional market research Instead, they rely

on the constant feedback consumers provide on social networks You've got people writing reviews or expressing their thoughts on Twitter, Facebook They tell companies precisely what they want, what they like, and what they don't Businesses can actively use this information to create new products

One method they use is called "sentiment analysis." It's like teaching a computer to understand the emotions hidden in all those words By analyzing keywords and phrases in these reviews and comments, you can score them and figure out if they're positive or negative You can even pinpoint the aspects of a product that people love or dislike This process can build a vast database of information

This data isn't just for show; it's gold for companies They can evaluate their current brands and products and, more importantly, use this feedback to develop new stuff This means they're actively listening to their customers through their social networks

III Consumer Involvement

Involvement is “a person’s perceived relevance of the object based on their inherent needs,

values, and interests.”

Levels of Involvement: Inertia to Passion

- In “Inertia" state, consumers make decisions out of habit and lack the motivation to consider

alternatives They may not actively engage with the decision-making process and simply stick to what they've always done

- At the highest level of involvement is "passion." Consumers in this state are deeply enthusiastic and devoted to a particular product or brand Their decision-making is highly

emotional, and they may invest significant resources, time, and energy into their choices

This level of involvement often leads to strong brand loyalty and a sense of personal connection to the product or brand

Type of information processing depends on the consumer’s level of involvement:

- Simple processing: Only the basic features of the message are considered

- Elaboration: Incoming information is linked to preexisting knowledge

— Involvement reflects our level of motivation to process information about a product or service we believe

Involvement can vary based on different factors, like the situation:

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