1. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-1 Chapter 10: Motivation, Personality and Emotion The nature of motivation Some 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

2. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-2 The nature of motivation Motivation The energising force that activates or triggers behaviour Provides purpose, direction and drive to that behaviour

3. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-3 Theories of motivation Maslow’s hierarchy of needs McGuire’s psychological motives

4. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-4 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.

5. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-5 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)

6. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-6 McGuire’s psychological motives Cognitive preservation motives Cognitive growth motives Affective growth motives Affective preservation motives

7. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-7 McGuire’s psychological motives: Cognitive motives (see table 10.2)

8. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-8 The need for observable cues regarding the desired image sought

9. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-9 McGuire’s psychological motives: Affective motives

10. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-10 Appealing to the individual’s need for self-expression

11. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-11 Appealing to consumers’ need to enhance their self-esteem

12. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-12 Discovering purchase motives Manifest motives Latent motives

13. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-13 Latent and manifest motives Manifest motives – Motives that are known and freely admitted Latent motives – Motives that are either unknown to the individual or are such that the individual is very reluctant to admit them

14. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-14 Latent and manifest motives in a purchase situation

15. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-15 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

16. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-16 Marketing strategies based on motivation conflict Approach–approach motivational conflict – A choice between two attractive alternatives Approach–avoidance – Consumer faces both positive and negative consequences Avoidance–avoidance – Consumer faces two undesirable alternatives

17. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-17 Approach-avoidance motivational conflict in advertising

18. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-18 Personality Individual personality theories Social learning theories A combined approach

19. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-19 Personality (cont.) Nature of personality Individual personality theories – Sigmund Freud – Neo-Freudians – Trait theory

20. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-20 The five-factor model of personality Core traitManifestation ExtroversionPrefer to be in a group than alone, talkative, bold InstabilityMoody, temperamental, touchy AgreeablenessSympathetic, kind, polite Openness to experience Imaginative, appreciative of art, find novel solutions ConscientiousnessCareful, precise, efficient

21. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-21 The use of personality in marketing Brand personality – A set of human characteristics that become associated with a brand

22. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-22 Dimensions of brand personality

23. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-23 Communicating brand personality through advertising

24. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-24 Communicating brand personality through advertising (cont.)

25. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-25 The nature of emotions

26. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-26 Types of emotional states

27. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-27 Emotions and marketing strategy Emotion arousal as a product benefit – Sad movies – Disney World Emotion reduction as a product benefit – Retail therapy – Flowers

28. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-28 Emotional arousal as a product benefit

29. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-29 Emotions in advertising Humour, disgust, children, and pets have been used in order to get noticed and evoke a response from consumers.

30. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-30 Ads that arouse emotions

31. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-31 Ads that arouse emotions: pets and smiling faces

32. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 10-32 Next Lecture Chapter 11: Attitude and attitude change