1. MOTIVATION, PERSONALITY, AND EMOTION10
CHAPTER
MOTIVATION, PERSONALITY, AND EMOTION
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2. The Nature of Motivation
Motivation is the reason for behavior.
A motive is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.
There are numerous theories of motivation, and many of them offer useful insights for the marketing manager.
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3. The Nature of Motivation
Two useful motivation theories:
Maslow’s Hierarchy of Needs
A macro theory designed to account for most human behavior in general terms.
McGuire’s Psychological Motives
A fairly detailed set of motives used to account for specific aspects of consumer behavior.
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4. Nature of Motivation
McGuire’s Psychological Motives
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5. Nature of Motivation
McGuire’s Psychological Motives
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6. Nature of Motivation
McGuire’s Psychological Motives
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7. Nature of Motivation
McGuire’s Psychological Motives
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8. Applications in Consumer Behavior
The Mercedes-Benz ad provides an excellent example of targeting women high in need for assertion
They are competitive achievers, seeking success, admiration, and dominance.
Important to them are power, accomplishment, and esteem.
Courtesy Mercedes Benz USA, Inc.
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9. Motivation Theory and Marketing Strategy
Latent and Manifest Motives in a Purchase Situation
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10. Motivation Theory and Marketing Strategy Hedonic Shopping Motives
Adventure Shopping
Social Shopping
Gratification Shopping
Idea Shopping
Role Shopping
Value Shopping
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11. Motivation Theory and Marketing Strategy
Marketing Strategies Based on Motivation Conflict
Three types of motivational conflict:
Approach-Approach Motivational Conflict
A choice between two attractive alternatives
Approach-Avoidance Motivational Conflict
A choice with both positive and negative consequences
Avoidance-Avoidance Motivational Conflict
A choice involving only undesirable outcomes
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12. Personality
Personality is an individual’s characteristic response tendencies across similar situations.
While motivations are the energizing and directing force that makes consumer behavior purposeful and goal directed, the personality of the consumer guides and directs the behavior chosen to accomplish goals in different situations.
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13. Personality Multitrait Approach Single Trait Approach
The Five-Factor Model is the most commonly used by marketers and identifies five basic traits that are formed by genetics and early learning.
Single Trait Approach
Consumer Ethnocentrism
Need for Cognition
Consumers’ Need for Uniqueness
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14. Personality
The Five-Factor Model of Personality
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15. Personality Examples of Single-Trait Theories Neuroticism Vanity
Trait Anxiety
Locus of Control
Sensation Seeking
Compulsive Buying
Materialism
Affect Intensity
Self- Monitoring
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16. Personality Three additional traits: Consumer Ethnocentrism
Reflects an individual difference in consumers’ propensity to be biased against the purchase of foreign products.
Need for Cognition (NFC)
Reflects an individual difference in consumers’ propensity to engage in and enjoy thinking.
Consumers’ Need for Uniqueness
Reflects an individual difference in consumers’ propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods.
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17. The Use of Personality in Marketing Practice
Brand image is what people think of and feel when they hear or see a brand name.
Brand personality is a set of human characteristics that become associated with a brand and are a particular type of image that some brands acquire.
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18. The Use of Personality in marketing Practice
Dimensions of Brand Personality
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19. The Use of Personality in Marketing Practice
Communicating Brand Personality
Three important advertising tactics:
Celebrity Endorsers
User Imagery
Executional Factors
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20. Emotion
Emotion is the identifiable specific feeling, and affect is the liking/disliking aspect of the specific feeling.
Emotions are strong, relatively uncontrolled feelings that affect behavior.
They are strongly linked to needs, motivation, and personality.
Unmet needs create motivation which is related to the arousal component of emotion.
Personality also plays a role, e.g., some people are more emotional than others, a consumer trait referred to as affect intensity.
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21. Emotion Nature of Emotions 10-21
Source: Adapted with permission from M. B. Holbrook and R. Batra, “Assessing the Role of Emotions on Consumer Response to Advertising,” Journal of Consumer Research,
December 1987, pp Copyright © 1987 by the University of Chicago.
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22. Emotion
Dimensions of Emotion
Pleasure
Arousal
Dominance
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23. Emotions and Marketing Strategy
Emotion Arousal as a Product Benefit
Consumers actively seek products whose primary or secondary benefit is emotion arousal.
Emotion Reduction as a Product Benefit
Marketers design or position many products to prevent or reduce the arousal of unpleasant emotions.
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24. Emotions and Marketing Strategy
Emotion in Advertising
Emotional content in ads can enhance attention, attraction, and maintenance capabilities.
Emotional messages may be processed more thoroughly due to their enhanced level of arousal.
Emotional ads may enhance liking of the ad itself.
Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning.
Emotion may operate via high-involvement processes especially if emotion is decision relevant.
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