MKT 400 Lecture Notes - Lecture 5: Yogurt, Blood Sugar, Homeostasis
Document Summary
Lecture 5 motivation and emotion: driving consumer behaviour. Utilitarian values during wartime consumers may risk their lives to buy basic necessities. Utilitarian and hedonic motivations lead to consumer behaviours. Utilitarian motivations lead to : choosing the most convenient place to have lunch, buying a tank of gas for the car. Hedonic motivations lead to : going out to a trendy, new restaurant for dinner, driving the car fast on a curvy road even when not rushed. High product involvement: dresses, televisions, champagne, bras. Emotions-behaviours are closely tied to: psychobiological reactions to appraisals. Emotion terminology: mood a transient (temporary and changing) and general affective state, mood-congruent judgments the value of a target is influenced in a consistent way by one"s mood. Marketers prefer you buy products when you are in a good mood: affect represents the feelings a consumer has about a particular product or activity.
