Title: Consumer Behavior Motivation Notes
Headings: 
In Reality, Many Outcomes are in Conflict
Effects of Consumer Involvement

Content: Sports store? Athletic store? Effects of Moods
On consumer recall
Mood at encoding and retrieval
On consumer evaluation
Negative mood ? negative evaluation (and vice versa)
On consumer behavior
Positive mood increases giving, encourages consumers to seek variety and their willingness to try new things
Inducing Positive Moods
In service encounters
Transaction mechanics
Service personnel
Physical setting
In marketing communications
Media placement
Message aspects
Involvement
It refers to a heightened state of awareness that motivates consumers to seek out, attend to, and think about product information prior to purchase
With high involvement, attention is increased and more importance is attached to the stimulus object. Memory is enhanced. Highly involved consumers tend to place greater importance on information sources. They are heavy users of newspapers and advertising. Effects of Consumer Involvement
Information search
High involvement ? greater information search (more shopping around)
Information processing
Depth of comprehension
High involvement ? deeper comprehension
Extent of cognitive elaboration
High involvement ?