Consumer behavior chapter 2

Motivation

An inner state of activation that provides energy needed to achieve a goal.

-enhances effort that people exert to achieve a goal

Motivated reasoning

Processing information in a way that allows consumers to reach the conclusion that they want to reach

Enduring involvement

Long-term interest in an offering, activity, or decision

Situational involvement

Temporary interest in an offering, activity, or decision, often caused by situational circumstances

Cognitive involvement

Interest in thinking about and learning information pertinent to an offering, an activity, or decisions

Affective involvement

Interest in expending emotional energy and evoking deep feelings about an offering, activity, or a decision.

Response involvement

Interest in certain decisions and behaviors

Personal relevance

Something that has a direct bearing on the self and has potentially significant consequences or implications for our lives

Self-concept

Our mental view of who we are

Values

Abstract, enduring beliefs about what is right/wrong, important, or good/bad

Needs

An internal state of tension experienced when there is a discrepancy between the current and an ideal or desired physical or psychological state

Goals

Outcomes that we would like to achieve

Functional need

Need that motivates the search for offerings that solve consumption-related problems

Symbolic need

Need that relates to the meaning of our consumption behaviors to ourselves and to others

Hedonic need

Need that relates to sensory pleasure

Approach-avoidance conflict

An inner struggle about acquiring or consuming an offering that fulfills one need but fails to fulfill another

Approach-approach conflict

An inner struggle about which offering to acquire when each can satisfy an important but different need

Avoidance-avoidance conflict

An inner struggle about which offering to acquire when neither can satisfy an important but different need.

Promotion focused

Consumers are motivated to act in ways to achieve positive outcomes

Prevention focused

Consumers are motivated too act in ways that avoid negative outcomes

Appraisal theory

Theory of emotion that proposes that emotions are based on an individual’s assessment of a situation or an outcome and its relevance to their goals

Self-control

Process consumes use to regulate feelings, thoughts, and behavior in line with long-term goals, rather than to pursue short-term goals.

Ego depletion

Outcome of decision-making effort that results in mental resources being exhausted.

• Challenges deplete a consumers’ mental energy, which in turn reduces decision quality.

Perceived risk

The extent to which the consumer anticipates negative consequences of an action, for example, buying, using, or disposing of an offering, to emerge and positive consequences to not emerge.

Appraisal dimensions

Goal relevance- Does saving money matter to me?

Goal Congruence- Did this help or hurt my goal?

Agency- Who is responsible for the outcome

Control- Can I return or exchange the item?

Certainty- Did I expect a sale?

Bottom Line- Emotions come from interpretations, not events.