1. Motivation, Personality, and Emotion

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

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

4. 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?

5. 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

6. 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

7. 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

8. 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

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

10. 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

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

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

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

15. 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