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

Content: emotions
Many emotions are used in advertising: Anger, fear, humor, compassion
Can you think of any others? Limitations in use
Emotions (continued)
Experiencing emotions
People purchase products and services to experience certain emotional states or to achieve emotional goals (emotional arousal)
Emotions and consumer satisfaction
Emotions and communication
Mood
It is an affective state that is general and pervasive
Moods are much less intense than emotions
Consumers are much less conscious of moods and the effect moods have on marketplace behavior
Consumer moods are induced in three different marketplace settings: Service encounters
POS stimuli
Communications
How can a brand create a mood? Revlon
How can a store atmosphere create a mood? 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.