Exam 5: Motivation and Emotion: Driving Consumer Behavior

Regulatory focus theory puts forward the notion that consumers orient their behavior either through a hedonic focus or a utilitarian focus.

The extent to which a consumer shows outward behavioral signs and otherwise reacts obviously to emotional experiences is called emotional _____.

Product involvement represents the temporary involvement associated with some imminent purchase situation.

Drinking soft drinks because one really likes the taste is driven by hedonic motivations.

CHRISTMAS SHOPPING SCENARIO Maisie waits for Black Friday each year to do her Christmas gift shopping. She maintains the tradition of gift-giving faithfully, as it makes her feel a sense of kinship and attachment with her family and close friends. As she lives alone, she strongly feels the need for relationships at this time of year. She steps out wearing her warm fur coat to protect herself from the sub-zero temperatures. As she shops for her gifts, she comes across a pair of designer sunglasses that are on sale. She buys them immediately as she does not like her old pair, and has been thinking of replacing her it with a new one. As a rule, every year, she buys her mother's gift last, after she has checked out all the available gift options. This year, she gets her mother a pair of exquisite pearl drop earrings. She is a bit anxious because they are very expensive and she hopes that her mother will like them. While at the jeweler, she decides to buy herself an ornate Christmas dove as an indulgence. Maisie has had a fascination for them for as long as she can remember. She has a huge collection of Christmas doves in various sizes and colors. Maisie comes back tired, but satisfied with her day's shopping. -Refer to Christmas Shopping Scenario.As Maisie stays alone,she strongly feels the need for kinship and attachment with her family and close friends.According to Maslow's hierarchy of needs,which of the following needs is Maisie most concerned with?

Disney tries to create a magical experience for guests visiting its resorts.The company knows that positive emotions can become stored as part of the meaning visitors have for Disney.Disney wants its customers to feel happy when they think of Disney resorts.This indicates that Disney is trying to create _____.

Henry considers himself a cheese connoisseur and subscribes to the Cheese Connoisseur magazine.He spends his weekends buying and trying out different kinds of cheese.Henry would be best described as a(n)_____.

Consumers with very high involvement in some product category are called market mavens.

Which of the following orients consumers toward the pursuit of their aspirations or ideals?

VISITING THE DENTIST SCENARIO According to a survey conducted by the American Dental Association, almost 25 percent of Americans don't go to the dentist as they nurture deep-rooted fears. According to the general public opinion there's plenty to fear-pain, needles, gagging, feeling of helplessness, invasion of personal space, and being lectured for not brushing, flossing, or visiting often enough. Of course, avoiding the situation can make matters even worse when a patient does finally visit the dentist. Some patients, especially older ones, are reluctant to visit the dentist due to fears based on bad experiences when they were kids. However, the dental industry has evolved tremendously over the years, eliminating almost all pain for patients. Many dentists go even further to dispel patients' fears, offering sedation, painkillers, entertainment, atmospherics, and spa services during a patient's visit. While sedation and painkillers have been offered for years, several others are trying newer alternatives to enhance the dental experience for their patients. For example, some dentists offer entertainment options such as TVs, headphones with soothing music, or goggles for watching 3-D movies. Spa services include warm neck rolls and hand and foot massages all in a Zen-like environment complete with soothing waterfalls and candles. The most common technique, though, is simply to provide 'service with a smile', which goes a long way in making patients comfortable. The hope is that these efforts will minimize patients' anxiety by creating a positive atmosphere that will result in the recommended twice-a-year visits. -Refer to Visiting the Dentist Scenario.Many people don't go to the dentist as they nurture deep-rooted fears,preferring instead to go only when they have a problem such as a toothache or a broken tooth which needs immediate attention.Which of the following types of motivation drives us to visit the dentist for dental problems that require immediate attention?

Aesthetic labor deals specifically with employees who most carefully manage their own personal appearance as a requisite to performing their job well,and fitting what managers see as the stereotype for their particular company's service.

Consumers with low emotional intelligence (EI)are better able to manage their own emotions and exhibit self-control.

Situational involvement often comes about when consumers are shopping for something that they have little interest in but that comes with a relatively high price.

Holly works as an attendant on international flights.Sometimes,despite being tired and grumpy,she has to remain kind,helpful,and upbeat on her job.Being an attendant requires that she does not give vent to her emotions.Holly's efforts at managing her emotions are an example of emotional _____.

Many people lost their homes and everything they owned during hurricane Katrina.While they realized the need for shelter,they also realized that they didn't have any food or water.These were the needs that required to be addressed immediately.According to Maslow's hierarchy of needs,which needs were these people most concerned about?

Consumers who perceive other consumers or employees surrounding them as either happy or sad may experience a corresponding change in actual happiness or sadness themselves.

Florence often thinks of the past when her children were young.She remembers all the good times they had and how much they depended on her.She yearns for those times thinking that it was more pleasant than her life is now.Florence is experiencing _____.

Things that lower a consumer's mood make them less likely to trust market information.

Consumers with very high involvement in some product category are referred to as _____.

Consumer needs start the consumption process because they kick-start or "motivate" subsequent thoughts,feelings,and behavior.