The document discusses consumer motivation and emotions and how they drive consumer behavior. It covers topics like the two main types of human motivation which are homeostasis and self-improvement. It also discusses concepts like Maslow's hierarchy of needs, utilitarian vs hedonic motivations, consumer involvement, situational vs enduring involvement, emotions, cognitive appraisal theory, measuring emotions, emotional involvement, emotional intelligence, nostalgia, emotional contagion, schema-based affect, and emotional labor.

1. Chapter 5 Motivation and Emotion: Driving Consumer Behavior BABIN / HARRIS © 2009 South-Western, a division of Cengage Learning.

3. Exhibit 5.1: An Illustration of Consumer Motivations According to Maslow’s Hierarchy © 2009 South-Western, a division of Cengage Learning . 5- LO 2

4. Exhibit 5.2: Utilitarian and Hedonic Motivations Lead to Consumer Behaviors © 2009 South-Western, a division of Cengage Learning . 5- LO 2 Eating Lunch Driving Shopping Air Freshener Gift Giving

6. © 2009 South-Western, a division of Cengage Learning . 5- Harriet and her daughter go shopping just for the fun of it. They are not necessarily looking for a specific product, they just like being together looking at the products. Which motivation does this illustrate? a. physiological b. utilitarian c. hedonic d. end-state e. esteem

9. © 2009 South-Western, a division of Cengage Learning . 5- _____ represents the personal relevance of shopping activities. a. Shopping involvement b. Shopping endurance c. Product involvement d. Emotional involvement e. Shopping enthusiasm

10. Situational Involvement © 2009 South-Western, a division of Cengage Learning . 5-

11. Enduring Involvement © 2009 South-Western, a division of Cengage Learning . 5-

14. Exhibit 5.4: Visceral Responses to Emotions by Consumers © 2009 South-Western, a division of Cengage Learning . 5- LO 3

16. Measuring Emotion © 2009 South-Western, a division of Cengage Learning . 5- LO 4 Autonomic measures Self-report measures

17. Exhibit 5.6: A Short-Form PANAS Application © 2009 South-Western, a division of Cengage Learning . 5- LO 4

18. Emotional Involvement © 2009 South-Western, a division of Cengage Learning . 5-

19. Involvement © 2009 South-Western, a division of Cengage Learning . 5- Is this high involvement or irrational behavior?

20. © 2009 South-Western, a division of Cengage Learning . 5- Keely was so engrossed in her book that she didn’t realize that five hours had passed. What term is used to represent Keely’s high emotional involvement in which she is engrossed in reading the book? a. emotional involvement b. flow c. bipolar d. emotional contagion e. emotional labor

21. Emotional Expressiveness © 2009 South-Western, a division of Cengage Learning . 5-

22. Emotional Intelligence © 2009 South-Western, a division of Cengage Learning . 5-

23. Emotions © 2009 South-Western, a division of Cengage Learning . 5- What is this consumer feeling?

24. Exhibit 5.8: Illustration of Emotion Aiding Learning © 2009 South-Western, a division of Cengage Learning . 5- LO 6

25. Nostalgia © 2009 South-Western, a division of Cengage Learning . 5- Going retro - Nostalgia creates positive feelings.

26. To Know It Really Is To Feel It! © 2009 South-Western, a division of Cengage Learning . 5- Translating words into another language does not always translate emotions.

27. Which of the following describes the situation in which consumers remember information better when the mood they are currently in matches the mood they were in when originally exposed to the information? a. autobiographical memory b. nostalgia c. emotional contagion d. emotional expressiveness e. mood-congruent recall © 2009 South-Western, a division of Cengage Learning . 5-

28. Schema-Based Affect © 2009 South-Western, a division of Cengage Learning . 5- Emotions become stored as part of the meaning for a category. LO 6 We may want to capitalize on the positive and redirect the negative.

29. Schema Based Affect © 2009 South-Western, a division of Cengage Learning . 5- Emotional effect on memory—superior recall for information presented with mild emotional content.

30. Exhibit 5.9: A Typical Car Salesperson Schema © 2009 South-Western, a division of Cengage Learning . 5- LO 6

31. Exhibit 5.10: Examples of Schema-Based Affect © 2009 South-Western, a division of Cengage Learning . 5- LO 6