Motivation and Emotion

Course: Introduction to Psychology and

Sociology
Code: 151
 What is Motivation?
Motive
A drive or an urge for which an individual seeks satisfaction.
It is related to the inner striving conditions such as wishes, desires, needs and
drives.
Different kinds of buying motives are fear, desire for money, vanity, pride,
fashion, possession, affection, comfort, romance etc.
Berelson and Steiner:
“A motive is an inner state that energizes, activates, or moves and directs or
channels behavior goals.”
Lillis:
“It is the stimulation of any emotion or desire operating upon one’s will and
promoting or driving it to action.”
 Motivation Process
Drive Actions
Needs (Tensions or drive Actions (Goal-
(Deprivation) to fulfill a need) directed behavior)

Satisfaction/
Dissatisfaction
(Reduction of the
drive or the
original need)
 Motivation Process

Preparation for presentation

 Motivation in Buying Decision Making
 The consumer buying process is a series of steps that a
consumer follows to make a purchasing decision of a product
or a service.

 What are the stages that you go through while buying a

laptop or mobile phone?
Motivation in Buying Decision Making
Theories of Motivation
 Maslow’s Hierarchy of Needs Theory
• Maslow's hierarchy of needs is a theory of motivation which states
that five categories of human needs dictate an individual’s behavior.
Those needs are physiological needs, safety needs, love and
belonging needs, esteem needs, and self-actualization needs
• Introduced by American Psychologist Abraham Maslow
• Proposed in the paper named ‘A Theory of Human motivation’ in
1943
 Herzberg’s two factor theory
• Herzberg's two-factor theory is a motivation theory that
suggests that satisfaction and dissatisfaction at work are
influenced by two sets of factors: hygiene factors and
motivators
• Proposed by behavioral scientist Frederick Herzberg
• In 1959 this theory was introduced
• Widely applicable in the corporate sector
 McClelland’s needs theory
McClelland’s theory of needs
is a method that explains a
motivational theory by
defining what needs are as well
as how people should be
treated. David McClelland was
a Social Philosopher who
established his hierarchy of
needs theory, often known as
the Success Motivational
theory, which centers on three
key aspects: Achievement,
Affiliation, and Power
 Alderfer’s ERG Theory

Alderfer's ERG theory of

motivation builds on Maslow's
Hierarchy of Needs and states
that humans have three core
types of need: Existence,
Relatedness and Growth. These
needs may be of different levels of
priority for different individuals,
and their relative importance for
an individual may vary over time.
Psychoanalytic Approach: Personality
 Vroom’s Expectancy theory

Vroom's expectancy
theory assumes that
behavior results
from conscious
choices among
alternatives whose
purpose it is to
maximize pleasure
and to minimize
pain.
Assignment
How needs theory and two factor theory
affect Walmart and Starbuck?
 What is emotion?
 Emotion is derived from a Latin word “emovere” that means “stirred
up” or “to excite”
 Emotion is a subjective state of mind. Emotions can be reactions to
internal stimuli (such as thoughts or memories) or events that occur in
our environment
 According to American Psychological Association (APA), emotion is
defined as “a complex reaction pattern, involving experiential,
behavioral and physiological elements.”
 A mood is a state of mind that predisposes us to react a certain way. For
example, someone in a low mood is more likely to feel irritated when
they trip on a rock. Someone in a good mood is more likely to feel
amused by the incident
Walking Alone at Night and suddenly you
hear a footsteps
1.Subjective Experiences: Feeling Fear and
Panic
2.Physiological Response: Heart beating fast
3.Behavioral Response: Walk faster and move
toward street light
Process of Emotion Regulation
 Emotional thinking is more important
than the rational thinking while making
any decision.
 Theories of Emotion

1.James-Lange theory of emotion

2.Cannon-Bard theory of emotion
3.Schachter-Singer two-factor theory of emotion
4.Lazarus’ Cognitive-Mediational theory
 1.James-Lange theory of emotion

 William James (1884) and Carl Lange (1885) devised two significant
theories of emotion independently
 James-Lange theory of emotion (the 1880s) proposed that bodily
changes come first and form the basis of an emotional experience.
Thus, emotions are caused by bodily sensations (you become happier
when you smile. You are afraid because you run)
 1.Cannon-Bard theory of emotion
Proposed in the 1920s by Walter Cannon and Philip Bard,
directly challenged the James-Lange theory
Cannon and Bard's theory instead suggests that our
physiological reactions, such as crying and trembling, are
caused by our emotions
The Cannon-Bard theory states that the lower part of the
brain, also called the thalamus, controls your experience of
emotion
At the same time, the higher part of the brain, also called the
cortex, controls the expression of emotion. It is believed that
these two parts of the brain react simultaneously
 1.Schachter-Singer two-factor theory of emotion
Stanley Schachter and Jerome Singer proposed this theory in
1960’s
 According to the Schachter-Singer theory, emotions are a result
of two factors:
1.Physical processes in the body (such as activation of the
sympathetic nervous system, for example), which researchers refer
to as “physiological arousal.” These changes can include things
like having your heart start beating faster, sweating, or trembling.
2.A cognitive process, in which people try to interpret this
physiological response by looking at their surrounding
environment to see what could be causing them to feel this way
 1.Lazarus’ Cognitive-Mediational theory
 Lazarus (1991) developed the cognitive-mediational theory that asserts our
emotions are determined by our appraisal of the stimulus.
 This appraisal mediates between the stimulus and the emotional response, and
it is immediate and often unconscious.
Every picture tells a story…and good stories are seldom forgotten
https://www.youtube.com/watch?v=BnBvlz8EaZ0
https://www.youtube.com/watch?v=GO1QTaqvMwY
https://www.youtube.com/watch?
v=mQLj9KQyVNA
https://www.youtube.com/watch?v=A1hDscZfE2w
 Importance of Emotional Marketing
 Emotional marketing basically uses emotion to make you pay attention to a brand or message by
making you feel empathy, happiness, fear, or anger
 Emotional marketing helps people remember your brand, but it does much more than that: it can
help your consumers feel more loyal, share more, and buy more
 Emotions at the heart of decision-making
1.Sadness creates empathy, and empathy leads to donations… or sales. Ask any charity organization.
When we care, we act on behalf of others.
2.Happiness Bad news travels fast, but good news travels even faster. We share things that make us
happy, and that brings more brand awareness.
3.Fear It can be fear for our future, or simply FOMO (fear of missing out). How many ads have you
clicked lately that were titled… “Find out what happens next”. We need to know. We need to know.
4.Anger spurs action and inspires us. Anger is outrage, disgust, stubbornness. And
stubbornness can mean more brand loyalty.
 Happiness = More shares
 Sadness = More clicks
 Fear/Surprise = More loyalty
 Anger/Disgust = Viral content
Thank You