1. Motivation, Personality and Emotion

2. What is motivation?

3. Maslow’s Hierarchy of Need
Can same product satisfy different needs?

4. McGuire’s Psychological motives
Need for consistency
Need for attribution – looking for a cause
Need to categorize
Need for objectification (observables cues needed)
Need for autonomy- customization, limited edition
Need for stimulation (variety seeking)
utilitarian need (problem solver)
Need for expression
Need for reinforcement
Need for tension reduction
Need for affiliation
Need for identification (new roles)
Need for modeling

9. Discovering purchase motive
Manifest motive
Latent motives–
Projective technique
third person technique
Word association
Sentence completion
Laddering technique
Café with high chair partition

10. Motivation conflicts Approach approach conflicts
Approach-avoidance conflicts
Avoidance avoidance conflicts

11. Personality
Individuals’ characteristic response tendencies across similar situations
Multi-trait approach
Five factor model
Extroversion- bold, talkative, people loving
Instability- moody, touchy
Agreeableness –sympathy, empathy, humility
Openness to experience- imaginative, artistic
Conscientiousness- careful, precise

12. Single trait approach
A single trait for its relevance to a set of behaviors (consumption related behaviors
Consumer ethnocentrism
Need for cognition- how much to think (opinion leader?)
Consumers’ need for uniqueness

13. Personality-- brand personality

14. Communicating brand personality
Celebrity endorser (Emma Watson v Miley Cyrus)
User imagery
Executional factor(tone, media,logo,etc)
Blackberry ad

15. Emotion Product benefit – emotion arousal and reduction
Can sad emotion be sold?
Emotion dimension – pleasure, arousal, dominance
Apollo ad

17. Emotion in advertising