Exam 5: Motivation and Emotion: Driving Consumer Behaviour

Harriet and her daughter have decided to join an axe throwing club just for the fun of it. They like being together and trying things that take them away from their 9-to-5 lifestyles. Which motivation does this illustrate?

Define cognitive appraisal theory and name and describe the four types of cognitive appraisals relevant for consumer behaviour.

Zone refers to the extremely high emotional involvement in which a consumer is engrossed in an activity.

An intervening variable is one that changes the nature of a relationship between two other variables.

Jim considers himself a wine connoisseur. He reads Wine Spectator, visits wine shops for hours, and loves to talk to the sommelier at fine restaurants. Which term best describes Jim in terms of his interest in wine?

Describe a schema-based affect based on a shopping experience you've had. Is it positive, negative, or both?

Motivations are the inner reasons or driving forces behind human actions as consumers are driven to address real needs.

Florence thinks often of life when her children were little. She remembers all the good times they had and how much they depended on her and she yearns for those times thinking that they were more pleasant than her life is now. What is Florence experiencing?

Which type of motivation involves a drive to experience something personally gratifying?

Visiting the Dentist Scenario Many people don't go to the dentist because they are afraid. There's plenty to fear-pain, needles, gagging, feeling helpless, having personal space invaded, 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 phobias based on a bad experience they had at the dentist when they were a child. However, the dental industry has evolved tremendously over the years, essentially eliminating any pain for patients. Many dentists are going even further to quell patients' fears by offering sedation, pain killers, entertainment, atmospherics, and spa services during a patient's visit. While sedation and pain killers have been offered for years, newer alternatives try to enhance the experience for 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 hope is that patients' anxiety will be minimized by creating a positive atmosphere that will result in the recommended twice-a-year visits. -Refer to Visiting the Dentist Scenario. Most patients go to the dentist because they want healthy teeth and gums, not because they are seeking an emotionally gratifying experience. Which type of consumer motivation primarily drives patients to the dentist?

Large drugstore chains know that most shoppers visiting their stores want to get what they need quickly without spending much time lingering in the store. That's why most of them are stand-alone stores instead of being located in shopping centres. Which type of motivations drive most consumers in these stores?

Which type of cognitive appraisal considers how something turned out relative to one's goals and can evoke emotions like joyfulness, satisfaction, sadness, or pride?

Shopping involvement represents the personal relevance of shopping activities.

Compare and contrast two self-report measures for measuring emotions. Explain how consumers can experience both positive and negative emotions, and which self-report measure is best at capturing that.

Some consumers get very upset when they receive bad food in a restaurant and lose control by yelling at the server and demanding to see the manager. Which type of emotional awareness are these people lacking?

Christine Sinclair, the captain of the Canadian women's soccer team, showed a lot of emotions during the 2012 London summer Olympics. This was especially true in the semi-final game against the United States which Canada ended up losing. She was obviously very passionate about the game and was clearly upset at the outcome. What emotional characteristic did Ms. Sinclair display?

Homeostasis refers to the fact that the body naturally reacts in a way so as to maintain a constant, normal bloodstream.

Which term refers to the extent to which a consumer shows outward behavioural signs and otherwise reacts obviously to emotional experiences?

Discuss the ways in which consumer emotions can be measured without the consumer self-reporting their emotions. What are these types of measured called, and what are the strengths and weaknesses of these types of measures?

Which motivation reflects a desire to acquire products that can be used to accomplish things?