Motivation, Personality, and Emotion

Motivation Motivation Motive Two Theories Maslow’s Hierarchy of Needs McGuire’s Psychological Motives

Maslow’s Hierarchy of Needs Self- Actualization Esteem Social Security Physiological

McGuire’s Psychological Motives 16 categories All theories divided into 4 categories Cognitive or affective? Growth or status quo? Divided again Active or passive? Internal or external?

McGuire’s Psychological Motives Cognitive Preservation Motives Need for Consistency Active, internal Need for Attribution Active, external Need to Categorize Passive, internal Need for Objectification Passive, external

McGuire’s Psychological Motives Cognitive Growth Motives Need for Autonomy Active, internal Need for Stimulation Active, external Teleological Need Passive, internal Utilitarian Need Passive, external

McGuire’s Psychological Motives Affective Preservation Need for Tension Reduction Active, internal Need for Expression Active, external Need for Ego Defense Passive, internal Need for Reinforcement

McGuire’s Psychological Motives Affective Growth Measures Need for Assertion Active, internal Need for Affiliation Active, external Need for Identification Passive, internal Need for Modeling Passive, external

Motivation Theory & Marketing Strategy Discovering Purchase Motives Manifest motives Latent motives Projective techniques Marketing Strategies Based on Multiple Motives Direct Indirect

Motivation Theory & Marketing Strategy Marketing Strategies Based on Motivation Conflict Approach-approach motivational conflict Approach-avoidance motivational conflict Avoidance-avoidance motivational conflict Do Marketers Create Needs? Demand

Personality Definition Single-Trait Theories Multiple-Trait Need for Cognition Romanticism/Classicism Need for Uniqueness Multiple-Trait Five-Factor Model

Personality Multiple-Trait Personality Five Factor Model Extroversion Instability Agreeableness Openness to experience Conscientiousness Use of Personality in Marketing Strategy Brand personality

Emotions Definition What can trigger emotions? Characteristics Physiological changes Cognitive thought Associated behaviors Subjective feelings Types of Emotions

Emotions Emotions and Marketing Strategies Emotional Arousal as a Product Benefit Disney Emotional Reduction as a Product Benefit Charities Why use emotions in advertising Six reasons Measuring Emotional Responses