Motivation and Emotion

in Consumer Behavior

Assc. Prof. DR. Kardison Lumban Batu, SE., MSc., CPM

Faculty of Economics & Business
Diponegoro University
Motivation and emotion play crucial roles in
consumer behavior, influencing why
individuals make certain purchasing
decisions, how they perceive products or
services, and their overall experiences with
brands.
 Motivation in Consumer Behavior

Needs and Wants:

1. Primary Motives: These are basic needs like food,
shelter, and safety, which influence consumer
behavior. Satisfying these needs is a primary
motivation for purchasing.
2. Secondary Motives: These include desires for
status, esteem, belongingness, and self-
actualization, which often drive consumers to seek
products or services beyond basic needs.
 Motivational Theories:
1. Maslow's Hierarchy of Needs: This theory suggests
that individuals are motivated by a hierarchy of needs,
where basic needs must be met before higher-level
needs become influential.
2. Self-Determination Theory: Consumers are
motivated by the need for autonomy, competence, and
relatedness.
3. Expectancy Theory: Consumers are motivated by
the expectation that a specific action will lead to
desired outcomes.
 Influence on Consumer Behavior

1.Purchase Decisions: Motivation affects the

decision-making process, guiding individuals towards
products or services that fulfill their needs or desires.
2.Brand Loyalty: Motivated consumers are
more likely to establish loyalty to a brand that
consistently satisfies their needs.
 Emotion in Consumer Behavior
Emotional Triggers:
1. Influence of Emotions: Emotions heavily
impact consumer decisions, often more than
rational considerations.
2. Emotional Branding: Brands create emotional
connections through marketing, aligning their
products with consumer emotions (e.g., joy,
security, nostalgia) to influence buying decisions.
 The Role of Emotion:
1.Memory and Perception: Emotions
influence how consumers remember and
perceive brands or products, affecting their
purchasing behavior and brand recall.
2.Decision-Making: Emotional
responses can override rational thinking,
prompting impulsive or emotional
purchases.
 Impact on Consumer Behavior

1.Brand Engagement: Emotionally engaged consumers

tend to be more loyal, leading to increased brand
advocacy and positive word-of-mouth.
2.Customer Experience: Emotional experiences
(positive or negative) significantly influence how
consumers perceive a brand and affect their likelihood of
repeat purchases.
 Connection Between Motivation and
Emotion
1.Motivation-Emotion Link: Motivation and
emotion are often intertwined. Emotional triggers
can intensify motivation, influencing consumer
behavior more powerfully than rational arguments
alone.
2.Behavioral Outcomes: A strong emotional
connection can enhance motivation, leading to
consumer actions such as brand advocacy, repeat
purchases, or willingness to pay premium prices.
Theories and key concepts

Regulatory focus theory: Higgins (1998) proposed RFT to explain two

mechanisms that drive individuals toward the pursuit of “ideals” (or end goals).
Promotion focus is the self-regulation system of RFT that motivates individuals’
eagerness toward the desired end state, whereas prevention focus is the T. Dang-
Van et al. (2023) 113483 3 one that triggers individuals’ vigilance in goal pursuit
(Wang et al., 2020).

Theory of emotions: TOE states that emotion is a core part of human

life, and this theory reflects a person’s psychological state, process, and outcome
(Ten-Houten, 2006; Wang et al., 2018). TOE refers to several aspects of emotions,
such as cognitive emotions, psych evolutionary emotions, psychobiological
emotions, sociological emotions, motivational emo-tions, emotional intelligence,
cultural emotions, and communicative
emotions (Ten Houten, 2006)
Goal-directed behavior theory is a theoretical
framework that considers individual behavioral motivations and
emotional components to understand the formation of individual
behaviors.

It is recognized as advantageous compared to rational action

theory and planned behavior theory and has been
widely applied to explain goal-oriented decision making (Lee et al.,
2020; Perugini & Bagozzi, 2004).

Goal-directed behavior theory primarily involves three aspects. First,

individual behavior is influenced by external incentives in the
environment and internal psychological needs (Moscarello et al.,
2010), which often manifest as desires and motivations (Chiu & Cho,
2022)
Stimulus–organism–response (S–O-R) theory
The S–O-R theory offers a theoretical foundation for
analyzing consumer behavior.

A person’s reaction to every action is impacted by

many stimuli and is determined by how they process
them (Mehrabian and Russell, 1974). Stimulus refers to
the influence that arouses the individual (Lavuri et al.,
2022)
How environmental
concerns influence
consumers’
anticipated emotions
towards sustainable
consumption: The
moderating role of
regulatory focus
Sustainable consumption behavior: Mediating role of pro-environment
self-identity, attitude, and moderation role of environmental protection
emotion
The role emotions play in
consumer intentions to
make pro-social
purchases in Germany –
An augmented theory of
planned behavior model
Thank you