Expert answer:Consumer Behavior
Solved by verified expert:Complete – This week your questions are from chapters 9 and chapter 2 cases, so be sure to read them both. EACH of the 4 responses must contain a MINIMUM of 250 words (not including the reference list). For the week, you need a MINIMUM of 3 EBSCO scholarly sources cited and referenced in your work. These sources are to cover the CONSUMER BEHAVIOR TOPICS in the questions, NOT the products or services discussed. So if you are including additional EBSCO research on Tesla or Patagonia, this WILL NOT COUNT toward your total required scholarly research requirements! APA Format with in-text citations. Question 1 How does Tesla Motors’ marketing strategy connect with the changes going on in the consumer decision journey today? Do you believe that they can be successful over the long-term with this kind of an approach? Question 2 Three different categories of consumer decision making were identified: cognitive, habitual, and affective. How does Tesla seem to view the type of decision making that consumers go through when they purchase their vehicles? Question 3 Do you believe that consumers consider a brand’s supply chain ethics when they purchase apparel? Do consumers bear any responsibility for the ways in which laborers in the apparel industry are treated? Would you be willing to pay a premium for a brand that was transparent about their efforts to ensure that laborers are paid a fair wage and treated decently? Question 4 In Allison Arden’s Advertising Age article about the Like-a-Girl campaign, she talks about the need for purpose- driven marketing campaigns to feel authentic. To what extent has the Like-a-Girl campaign achieved this goal? What are the unique marketing challenges for a feminine care product brand overall?
unit_2_consumer_behavior.pdf
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158
SECTION 2
Internal Influences on Consumer Behavior
OBJECTIVE 5-3
Consumers experience
a range of affective
responses to products
and marketing messages.
Affect
Zumba began in the 1990s as a Colombian dance fitness program,
but today it’s an international sensation. Every week about 14 million people in more than 150 countries take classes that combine
elements of dance moves adapted from various sources such as
hip-hop, salsa, merengue, mambo, belly dancing and Bollywood,
with some squats and lunges thrown in for good measure. The Zumba company started as
an infomercial producer, but the regimen was popularized when the CEO’s brother, an outof-work advertising executive, had a revelation and convinced him to change focus. The
brother recalls that he saw a movie billboard with some exuberant dancers: “Immediately,
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I called my brother and said, ‘You’re selling the wrong thing. You’re selling fitness when
C
you should be selling this emotion.’
I wanted to turn Zumba into a brand where people felt
that kind of free and electrifying
joy.”
The two invented the tagline, “Ditch the workout;
D
join the party!” The rest is history.23
We may not all be inO
good enough shape to endure a Zumba workout, but many of
our decisions are driven by
N our emotional responses to products. Social scientists refer
to these raw reactions as affect. That explains why so many marketing activities and
Oour moods or linking their products to an affective response,
messages focus on altering
although different types ofU
emotional arousal may be more effective in some contexts than
others.24 These connections make sense to anyone who has ever teared up during a sappy
TV commercial or writtenG
an angry letter after getting shabby treatment at a hotel.
H
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
B
valenced (i.e., positive or negative) reactions to events and objects that are not accompaR
nied by high levels of physiological
arousal. For example, when a consumers evaluates
a movie as being positive Ior negative, this usually involves some degree of affect accompanied by low levels of arousal (possible exceptions such as Fifty Shades of Gray notwithTtemporary positive or negative affective states accompanied
standing!). Moods involve
by moderate levels of arousal.
T 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
A as happiness, anger, and fear tend to be more intense and
morning”). Emotions such
often relate to a specific triggering
event such as receiving an awesome gift.25
N
Marketers find many uses for affective states. They often try to link a product or service with a positive moodY
or emotion (just think of a sappy Hallmark greeting card). Of
Zumba exercise routines focus on providing
an emotional experience.
Source: Photo by Danny Martindale/WireImage/
Getty Images.
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Consumer Behavior: Buying, Having, and Being, Twelfth Edition, by Michael R. Solomon. Published by Pearson. Copyright © 2017 by Pearson Education, Inc.
CHAPTER 5
Motivation and Affect
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.26
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 rollerM a puppy who befriends
coaster: Think about the commercials Budweiser likes to run about
a horse, gets lost, finds his way home, etc. This practice even has C
a name: sadvertising.27
A study shows that this emotional element is especially potent for decisions that
Dto those that involve a
involve outcomes the person will experience shortly as opposed
longer time frame.28 Another study attests to the interplay between
O our emotions and
how we access information in our minds that allows us to make smarter decisions. These
N oracle effect: People
researchers reported evidence for what they call an emotional
who trusted their feelings were able to predict future events better
O than those who did
not; this occurred for a range of situations including the presidential election, the winner
of American Idol, movie box office success, and the stock market.UThe likely reason is that
those with more confidence were better able to access information
G they had learned that
could help them make an informed forecast.29
Mood Congruency
H
,
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
B in Chapter 8.
consistency. We’ll talk more about that in our discussion of attitudes
Mood congruency refers to the idea that our judgments tend to be shaped by our
R
moods. For example, consumers judge the same products more positively when they are
I attempt to place their
in a positive as opposed to a negative mood. This is why advertisers
ads after humorous TV programming or create uplifting ad messages
T that put viewers in a
good mood. Similarly, retailers work hard to make shoppers happy by playing “up” backT there’s the traditional
ground music and encouraging staff to be friendly. Then of course
“three-martini” business lunch…
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Positive Affect
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As part of its global “Open Happiness” campaign, Coca-Cola set up a vending machine
at the National University of Singapore that trades free coke beverages for hugs. The
machine, which is outfitted in Coca-Cola’s signature colors and5
fonts, reads, “hug me” in
large letters on the front.30
9
Our feelings also can serve as a source of information when we weigh the pros and
9 a specific brand will
cons of a decision. Put simply, the fact that the prospect of owning
make a person feel good can give it a competitive advantage—even if the brand is similar
2
on a functional level to other competing brands. That helps to explain why many of us will
willingly pay a premium for a product that on the surface seemsB
to do the same thing as a
less expensive alternative—whether in the case of the hottest new
U Apple iPhone, a Justice
shirt, or even a pricey university. A passionate commitment to one brand has famously
been termed a lovemark by the head of the Saatchi & Saatchi advertising agency.
Happiness
Happiness is a mental state of well-being characterized by positive emotions. What
makes us happy? Although many of us believe owning more shiny material goods is the
key to happiness, research says otherwise. Several studies have reported that a greater
emphasis on acquiring things actually links to lower levels of happiness! Indeed some
Consumer Behavior: Buying, Having, and Being, Twelfth Edition, by Michael R. Solomon. Published by Pearson. Copyright © 2017 by Pearson Education, Inc.
159
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SECTION 2
Internal Influences on Consumer Behavior
CB AS I SEE IT
Michel Tuan Pham, Columbia University
Theories of how consumers
make choices and decisions have
historically emphasized processes
that are cognitive and seemingly
“rational.” Consumers, we are told,
function a bit like computers: They
search and receive product-related
information from the environment
(e.g., the electrical consumption
of a dishwasher), combine this
information with other information
stored in their memory (e.g., the
reputation of a particular brand), and
integrate the whole into an overall
decision using rules that reflect
what consumers care about (e.g.,
their willingness to trade-off brand
reputation for lower prices). The
metaphor typically advanced is that of
a consumer using Consumer Reports®
to make decisions.
Anyone who has observed
consumers operate in the real world
M
knows that the above-described
C
model offers a poor description
of
many consumption decisions. In
D
particular, this computer-like model
doesn’t capture the important
role
O
that feelings and emotions play in
N
consumers’ decisions and behavior.
Think of the pride and
Ocontentment
of a mother buying new shoes for
U
her growing toddler, the joy of a
young child learning that
G she is
going to Disneyland, the excitement
H his next
of a teenager planning
birthday party, or the,anger of a
customer who feels cheated by a
company. How does one capture
that?
B
For the past 25 years, I have studied
R influence
how feelings and emotions
consumers’ decisions Iand behavior.
My findings show that feelings and
T Part of the
emotions indeed do matter.
reason why they matterTis that contrary
to the assumed incompatibility between
emotion and rationality,Aconsumers
typically consider theirN
feelings and
emotions to be informative. On this
point, I think that they Y
are generally
right. If a product doesn’t “feel right,”
one should probably stay away from it,
even if it seems like a good deal; and
if a product “feels right,” one is likely
to be happy with it in the long run—
something that I have called emotional
rationality.
Another reason why feelings
and emotions matter is that a lot
of the seemingly logical arguments
that consumers use to explain
their decisions are in fact post hoc
rationalizations of their immediate
feelings toward the products that they
evaluate. Consumers may reason
that they like a new BMW because it
has good mileage or because their
current car is getting old, whereas
in fact these rationales only came
to their minds because they were
immediately attracted by the car’s
pleasing aesthetic. First emotional
impressions thus matter a lot in
business.
My research further shows that
feelings and emotions are not just
good or bad, pleasant or unpleasant.
Their specific content makes a big
difference. Pride isn’t the same as
excitement; anxiety isn’t the same
as sadness; and joy isn’t the same
as relaxation. Each of these distinct
emotions moves consumers in
different directions. A big challenge for
marketers will be to understand how
to induce the “right” emotions among
consumers, which is something that
I am currently working on in my latest
research.
5
9
9
recent evidence suggests 2
we are “wired” to engage in material accumulation, which
is what researchers term the instinct to earn more than we can possibly consume, even
B us unhappy. In the first phase of a study to explore this idea,
when this imbalance makes
respondents were asked toUlisten to obnoxious white noise on a headset. They were told
Consumer Behavior: Buying, Having, and Being, Twelfth Edition, by Michael R. Solomon. Published by Pearson. Copyright © 2017 by Pearson Education, Inc.
ISBN 1-323-46948-6
they could earn pieces of Dove chocolate when they listened to the white noise a certain
number of times. They also were asked to estimate how may pieces of chocolate they
could eat in a 5-minute period after this phase. Respondents on average endured enough
white noise to earn far more chocolates then even they predicted they could eat. In other
words, they endured negative experiences to earn more than they knew they could possibly consume.31
CHAPTER 5
Motivation and Affect
161
Happiness is an extreme state of well-being
accompanied by positive emotions.
Source: Phil Date/Shutterstock.
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Other work suggests that experiences beat out material acquisitions. In one study
G as a purchase made
respondents were asked to think of either a material purchase (defined
with the primary intention of acquiring a material possession) orH
an experiential purchase
(defined as a purchase made with the primary intention of acquiring a life experience).
Even though the two scenarios were matched for the price paid, ,respondents were happier
when they thought of experiential purchases.32 In addition, the drivers of happiness also
seem to vary throughout the life span. Younger people are more likely to associate happiB this state with feelness with excitement, whereas older people are more likely to associate
33
ings of calm and peacefulness.
R
I
T
Although we may assume that marketers want to make us happy all the time, that’s
T
hardly the case. Marketing messages can make us sad, angry or even depressed—and
sometimes that’s done on purpose!
A
N
Disgust
Y
Many researchers believe that the primitive emotion of disgust evolved
to protect us from
ISBN 1-323-46948-6
Negative Affect
contamination; we learned over the years to avoid putrid meat and other foul substances
linked to pathogens. As a result, even the slight odor of something nasty elicits a univer5 and protrusion of the
sal reaction—the wrinkling of the nose, curling of the upper lips,
tongue. Wrinkling the nose has been shown to prevent pathogens
9 from entering through
the nasal cavity, and sticking out the tongue aids in the expulsion of tainted food and is a
9
common precursor to vomiting.
OK, now that you’re sufficiently grossed out, what (you may
2ask in disgust) does this
have to do with marketing and persuasion? Well, disgust also exerts a powerful effect on
B in their judgments of
our judgments. People who experience this emotion become harsher
moral offenses and offenders. In one experiment, people who sat
Uin 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. In another study, survey respondents who were randomly asked to complete the items while they stood in front of a hand
sanitizer gave more conservative responses than those who stood in another part of the
hallway.35
The Tangled Web
The next time you’re feeling down and you think
about cheering yourself
by checking your Facebook page, think again:
Researchers report that the longer people stay
on Facebook, the worse they feel. Apparently
this activity makes you feel like you’re wasting your life; people say that compared to
browsing the Internet (or perhaps, studying)
Facebook checking is less meaningful or
useful. This judgment in turns leads to bad
feelings.34
Consumer Behavior: Buying, Having, and Being, Twelfth Edition, by Michael R. Solomon. Published by Pearson. Copyright © 2017 by Pearson Education, Inc.
162
SECTION 2
Internal Influences on Consumer Behavior
Talk about a rude awakening—and the need
to make a quick decision! This unforgiving
clock brings new meaning to the phrase,
“you snooze, you lose.” If you don’t get up
to turn off the alarm when it sounds, it’s
going to cost you.
Source: wireframe.ru.
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Advertisers used to avoid using negative imagery so they wouldn’t turn people off,
but many now realize thatGit actually can be productive to elicit extreme feelings such as
disgust to get their message
Hacross:
● 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.
B
● 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.
R
● Lamisil is a medication for toenail fungus, so it’s not too hard to generate feelings of
I created a creature it called “Digger” that excavates its way
disgust. The company
under people nails—a T
safe bet it accomplished its objective.
Envy
T
Envy is a negative emotionA
associated with the desire to reduce the gap between oneself and
someone who is superior on some dimension. Researchers distinguish between two types of
N we believe the other person actually deserves a coveted brand
envy: Benign envy occurs when
(like an iPhone). Under these
Y 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 the consumer may not desire the product the
other person owns, but he or
5 she 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.36
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Guilt
Guilt is “an individual’s unpleasant emotional state associated with possible objections to
2
his or her actions, inaction, circumstances, or intentions.”37 Marketers may try to invoke
B want consumers to engage in prosocial behaviors like giving
a feeling of guilt when they
to charities. These “guilt U
appeals” can be particularly effective when others are present
because this approach activates a sense of social responsibility. However, extreme guilt
appeals can backfire so often a more subtle approach is preferable.38
Embarrassment is an emotion driven by a concern for what others think about us. To
be embarrassed, we must be aware of, and care about, the audience that evaluates us.39
This reaction also pops up in the consumer environment when we purchase socially sensitive products such as condoms, adult diapers, tampons, or hair-lice shampoo.40 In these
Consumer Behavior: Buying, Having, and Being, Twelfth Edition, by Michael R. Solomon. Published by Pearson. Copyright © 2017 by Pearson Education, Inc.
ISBN 1-323-46948-6
Embarrassment
CHAPTER 5
Motivation and Affect
163
situations consumers get creative as they try to reduce embarrassment; they might try to
hide a sensitive product among others in a shopping basket or choose a cashier who looks
“more friendly” when they check out.
How Social Media Tap into Our Emotions
Since 1972, the tiny country of Bhutan has measured the Gross National Happiness of
its citizens.41 Now the city of Somerville, MA, is testing an app called H(app)athon, which
combines survey questions about well-being with data collected automatically by phone
to monitor how happy residents are. New devices like Fitbits and services like the Nike +
Training Club allow many of us to continuously monitor our well-being; at least in terms of
M
steps walked or how well we slept.42 Proponents of a happiness economy
claim that wellbeing is the new wealth, and social media technology is what allows
us
to
accumulate
it.
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A lot of our social media activity involves expressing affect, both positive and negative. We may share particularly good or bad feelings on FacebookD
or Twitter, or even resort
to corny emoticons like 🙂 in texts or emails, to convey how weO
feel. To push sales of its
Jell-O brand, Kraft unveiled a “Mood Monitor” on Twitter, in which it will randomly send
N the Twittersphere
coupons to users it finds who type in a 🙁 emoticon. Kraft will monitor
and the company will launch coupons whenever the national average
O of smiley faces dips
below 51 percent.43 LOL!
In fact, it’s so common for people to express their moods U
and also their emotional
reactions to products that these posts can be a treasure trove for
Gmarketers who want to
learn more about how their offerings make people feel. A technique called sentiment
H
analysis refers to a process (sometimes also called opinion mining) that scours the social
media universe to collect and analyze the words people use when
, they describe a specific
product or company. When people feel a particu …
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