Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 10–1 Chapter 10Motivation, Personality and Emotion The nature of motivation Theories of motivation How marketers can appeal to consumers’ motives The underlying aspects of the theories of personality The relationship of personality to marketing How emotions can be used in marketing strategies

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 10–2 Theories of Motivation Maslow’s hierarchy of needs McGuire’s psychological motives

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 10–3 Maslow’s Hierarchy of Needs 1. All humans acquire a similar set of motives through genetic endowment and social interaction 2. Some motives are more basic or critical than others 3. The more basic motives must be satisfied to a minimum level before other motives are activated 4. As the basic motives become satisfied, the more advanced motives come into play.

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 10–4 Physiological Needs (Food, water, air, shelter, sex) Safety and Security Needs (Protection, order, stability) Social Needs (affection, friendship, belonging) Maslow’s Hierarchy of Needs Ego Needs (Prestige, status, self esteem ) Self-Actualisation (Self-fulfillment)

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 10–5 McGuire’s Psychological Motives Cognitive preservation motives Cognitive growth motives Affective growth motives Affective preservation motives

10–6 McGuire’s Psychological Motives: Cognitive Motives

10–7 McGuire’s Psychological Motives: Affective Motives

10–8 Appealing to the Individual’s Need for Self-Expression

10–9 Appealing to Consumers’ Need to Enhance their Self-Esteem

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 10–10 Discovering Purchase Motives Manifest motives Latent motives

10–11 Latent and Manifest Motives in a Purchase Situation

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 10–12 Motivation Research Techniques Association techniques – word association – successive word association Completion techniques – sentence completion – story completion Construction techniques – cartoon techniques – third-person techniques – picture techniques

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 10–13 Marketing Strategies Based on Motivation Conflict Approach–approach Approach–avoidance Avoidance–avoidance

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 10–14 Personality Individual personality theories Social learning theories A combined approach

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 10–15 Personality (cont.) Nature of personality Individual personality theories – Sigmund Freud – Neo-Freudians – Trait theory

10–16 The Five-Factor Model of Personality

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 10–17 The Use of Personality in Marketing Brand personality – A set of human characteristics that become associated with a brand

10–18 Dimensions of Brand Personality

10–19 Communicating Brand Personality through Advertising

10–20 Communicating Brand Personality through Advertising (cont.)

10–21 The Nature of Emotions

10–22 Types of Emotions

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 10–23 Emotions and Marketing Strategy Emotion arousal as a product benefit Emotion reduction as a product benefit

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 10–24 Next Lecture… Chapter 11: Attitude and Attitude Change