bb chapter ten : motivation and personality

Chapter Ten:Motivation, Personality

and Emotion

10-1

10-2

Chapter 10: Motivation, Personality and Emotion

1. The nature of motivation

2. Some theories of motivation3. How marketers can appeal to consumers’

motives

4. The underlying aspects of the theories of personality

5. The relationship of personality to marketing

6. How emotions can be used in marketing strategies

10-3

The nature of motivation

Motivation• The energising force that activates

or triggers behaviour• Provides purpose, direction and

drive to that behaviour

10-4

The Nature of MotivationThe Nature of Motivation

MotivationMotivation is the reason for behavior .

A motive 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.

Motivations

• The inner reasons or driving forces behind human action as consumers are driven to address real needs.

• Human motivations are oriented toward two key groups of behavior:– Homeostasis – the body naturally reacts in a

way so as to maintain a constant, normal blood stream.

– Self-improvement – changing one’s current state to a level that is more ideal.

10-5

Utilitarian and Hedonic Motivations Lead to Consumer Behaviors

10-6

Consumer Involvement

Represents the degree of personal relevance a consumer finds in pursuing value from a given consumption act.

Types:– Product– Shopping– Situational– Enduring– Emotional

Involvement affects the degree of motivation in consumer buying behavior

10-7

10-8


Two useful motivation theoriesTwo useful motivation theories:

1.1. MaslowMaslow ’’s Hierarchy of Needss Hierarchy of Needs

• A macro theory designed to account for most human behavior in general terms.

2.2. McGuireMcGuire ’’s Psychological Motivess Psychological Motives

• A fairly detailed set of motives used to account for specific aspects of consumer behavior.

10-9

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.

Maslow’s Hierarchy of Needs

1-10

An Illustration of Consumer Motivations According to Maslow’s Hierarchy

Application of Maslow’s Hierarchy of Needs to the Marketing of Cars

Source: Kotler, Armstrong and da Silva (2006) Pearson Asia10-12

10-13

The Nature of Learning and MemoryThe Nature of Learning and Memory

Marketing Strategies and MaslowMarketing Strategies and Maslow’’s Needs Hierarchys Needs Hierarchy

10-14


McGuire developed a classification with16 categories

Two criteria determine four categories:

• Is the mode of motivation cognitive or affective?

• Is the motive focused on preservation of the status quo or on growth?

Four categories further subdivided:

• Is this behavior actively initiated or in response to the environment?

• Does this behavior help the individual achieve a new internal or a new external relationship to the environment?

10-15

McGuire’s psychological motives

• Cognitive preservation motives

• Cognitive growth motives• Affective growth motives• Affective preservation motives

10-16

Nature of MotivationNature of Motivation

1. Cognitive Preservation Motives1. Cognitive Preservation Motives1. Cognitive Preservation Motives

Need for Consistency (active, internal)Need for Consistency (active, internal)Need for Consistency (active, internal)

Need for Attribution (active, external)Attribution Theory

Need for Attribution (active, external)Need for Attribution (active, external)Attribution TheoryAttribution Theory

Need to Categorize (passive, internal)Need to Categorize (passive, internal)Need to Categorize (passive, internal)

Need for Objectification (passive, external)Need for Objectification (passive, external)Need for Objectification (passive, external)

McGuireMcGuire’’s Psychological Motivess Psychological Motives

10-17


2. Cognitive Growth Motives2. Cognitive Growth Motives2. Cognitive Growth Motives

Need for Autonomy (active, internal)Need for Autonomy (active, internal)Need for Autonomy (active, internal)

Need for Stimulation (active, external)Need for Stimulation (active, external)Need for Stimulation (active, external)

Teleological Need (passive, internal)Teleological Need (passive, internal)Teleological Need (passive, internal)

Utilitarian Need (passive, external)Utilitarian Need (passive, external)Utilitarian Need (passive, external)


10-18

The need for observable cues regarding the desired image sought

10-19

McGuire’s psychological motives: Cognitive motives

(see table 10.2)

10-20


3. Affective Preservation Motives3. Affective Preservation Motives3. Affective Preservation Motives

Need for Tension Reduction (active, internal)Need for Tension Reduction (active, internal)Need for Tension Reduction (active, internal)

Need for Expression (active, external)Need for Expression (active, external)Need for Expression (active, external)

Need for Ego Defense (passive, internal)Need for Ego Defense (passive, internal)Need for Ego Defense (passive, internal)

Need for Reinforcement (passive, external)Need for Reinforcement (passive, external)Need for Reinforcement (passive, external)


10-21

Appealing to the individual’s need for self-expression

10-22


4. Affective Growth Motives4. Affective Growth Motives4. Affective Growth Motives

Need for Assertion (active, internal)Need for Assertion (active, internal)Need for Assertion (active, internal)

Need for Affiliation (active, external)Need for Affiliation (active, external)Need for Affiliation (active, external)

Need for Identification (passive, internal)Need for Identification (passive, internal)Need for Identification (passive, internal)

Need for Modeling (passive, external)Need for Modeling (passive, external)Need for Modeling (passive, external)


10-23

Appealing to consumers’ need to enhance their self-esteem

10-24

Applications in Consumer BehaviorApplications in Consumer Behavior

The Mercedes-Benz ad provides an excellent example of targeting women high in need for need for assertionassertion

They are competitive achievers, seeking success, admiration, and dominance.

Important to them are power, accomplishment, and esteem. Courtesy Mercedes Benz USA, Inc.

10-25

McGuire’s psychological motives: Affective motives

10-26

Motivation Theory and Marketing StrategyMotivation Theory and Marketing Strategy

Consumers do not buy products; instead they buy motive motive satisfactionsatisfaction or problem solutionsproblem solutions.

Managers must discover the motives that their product and brands can satisfy and develop marketing mixes around these motives.

Do marketers create needs?Do marketers create needs?

10-27

Marketers do do create demanddemand!

DemandDemand is the willingness to buy a particular product or service.

It is causedcaused by a need or motive, but it is not the motive.


10-28

Discovering purchase motives

Manifest motives

Latent

motives

10-29


Manifest motivesManifest motives are motives that are known and freely admitted.

Latent motives Latent motives are either unknown to the consumer or are such that he/she is reluctant to admit them.

Projective techniquesProjective techniques are designed to provide information on latent motives.

Discovering Purchase MotivesDiscovering Purchase Motives

Impact of Magazine covers ??

10-30

10-31

Latent and manifest motives in a purchase situation

10-32

Communication StrategyCommunication Strategy

Manifest Manifest MotivesMotives

Latent Latent MotivesMotives

3

Indirect appeals are frequently used for latent

motives

1

Product advertising must communicate multiple

benefits

2

Direct appeals are often effective for manifest

motives


Marketing Strategies Based on Multiple MotivesMarketing Strategies Based on Multiple Motives

10-33

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

10-34


Motivation Research TechniquesMotivation Research Techniques

10-35


Three types of motivational conflict:Three types of motivational conflict:

1.1. ApproachApproach --Approach Motivational ConflictApproach Motivational Conflict

• A choice between two attractive alternatives

2.2. ApproachApproach --Avoidance Motivational ConflictAvoidance Motivational Conflict

• A choice with both positive and negative consequences

3.3. AvoidanceAvoidance --Avoidance Motivational ConflictAvoidance Motivational Conflict

• A choice involving only undesirable outcomes

Marketing Strategies Based on Motivation Conflict

10-36

Approach-avoidance motivational conflict in advertising

10-37

PersonalityPersonality

PersonalityPersonality is an individual’s characteristic response tendencies across similar situations.

While motivationsmotivations are the energizing and directing force that makes consumer behaviorconsumer behaviorpurposeful and goal directed, the personalitypersonality of the consumer guides and directs the behavior chosen to accomplish goals in different situations.

Personality Qualities

• Unique to an individual• Can be conceptualized as

a combination of specific traits or characteristics

• Traits are relatively stable and interact with situations to influence behavior

• Specific behaviors can vary across time

10-38

Five-Factor Model

10-39

10-40

Personality

• Individual personality theories

• Social learning theories

• A combined approach

10-41

Personality

• Individual personality theories – Sigmund Freud– Neo-Freudians– Trait theory

Psychoanalytic Approach (Freud)

IdId

SuperegoSuperego

EgoEgo

Basic instinctive needs, animal like, strong sexual connotations

How society expects us to behave- norms and values

The balancing centre- to achieve rational behavior acceptable to society

10-42

10-43


� Trait theories examine personality as an individual difference, allowing marketers to segment consumers on these differences.

� Trait theories assume

1. All individuals have internal characteristics or traits related to action tendencies, and

2. There are consistent and measurable differences between individuals on those characteristics.

Important Traits Studied

MaterialismMaterialism

Complaint pronenessComplaint proneness

Value consciousnessValue consciousness

InnovativenessInnovativeness

CompetitivenessCompetitiveness

10-44

Examples of Other Traits in Consumer Research

10-45

10-46


1.1. MultiMulti --trait Approachtrait Approach

• The FiveFive--Factor Model Factor Model is the most commonly used by marketers and identifies five basic traits that are formed by genetics and early learning..

2.2. Single Trait ApproachSingle Trait Approach

•• Consumer EthnocentrismConsumer Ethnocentrism

•• Need for CognitionNeed for Cognition

•• ConsumersConsumers’’ Need for UniquenessNeed for Uniqueness

10-47


Multitrait personality theory identifies several traits that in combination capture a substantial portion of the personality of the individual.

Multitrait ApproachMultitrait Approach

The FiveFive --Factor Model Factor Model is commonly used by marketers, which identifies five basic traits that are formed by genetics and early learning.

10-48

The five-factor model of personality

Core trait Manifestation

Extroversion Prefer to be in a group than alone,talkative, bold

Instability Moody, temperamental, touchy

Agreeableness Sympathetic, kind, polite

Openness to experience

Imaginative, appreciative of art, find novel solutions

Conscientiousness Careful, precise, efficient

10-49


Single trait theories emphasize one trait as being particularly relevant.

They do not suggest that other traits are nonexistent or unimportant.

Rather, they study a single trait for its relevance to a set of behaviors.

Single Trait ApproachSingle Trait Approach

10-50


Examples of SingleExamples of Single--Trait TheoriesTrait Theories

NeuroticismNeuroticism VanityVanity Trait Trait AnxietyAnxiety

Locus of Locus of ControlControl

Sensation Sensation SeekingSeeking

Compulsive Compulsive BuyingBuying

MaterialismMaterialism Affect Affect IntensityIntensity

SelfSelf--MonitoringMonitoring

10-51


Three additional traits:Three additional traits:1.1. Consumer EthnocentrismConsumer Ethnocentrism

• Reflects an individual difference in consumers’propensity to be biased against the purchase of foreign products.

2.2. Need for Cognition (NFC)Need for Cognition (NFC)• Reflects an individual difference in consumers’

propensity to engage in and enjoy thinking.

3.3. ConsumersConsumers ’’ Need for UniquenessNeed for Uniqueness• Reflects an individual difference in consumers’

propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods.

10-52

The Use of Personality in Marketing The Use of Personality in Marketing PracticePractice

Other times, Other times, consumers use consumers use products to bolster products to bolster an area of their an area of their personality where personality where they feel weak.they feel weak.

Sometimes Sometimes consumers choose consumers choose products that fit their products that fit their personality.personality.

10-53

Brand imageBrand image is what people think of and feel when they hear or see a brand name.

Brand personality 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.


10-54

Dimensions of brand personality

Brand Personality Dimensions

10-55

10-56

Communicating brand personality through advertising

10-57

Communicating brand personality through advertising (cont.)

10-58


Three important advertising tactics:Three important advertising tactics:

1.1. Celebrity EndorsersCelebrity Endorsers

2.2. User ImageryUser Imagery

3.3. Executional FactorsExecutional Factors

Communicating Brand Personality

10-59


Celebrity endorsersCelebrity endorsers are often a useful way to personify a brand.

The characteristics and meaning of the celebrity can transfer to the brand.

Communicating Brand PersonalityCommunicating Brand Personality

10-60


User imageryUser imagery involves showing a typical user along with images of the types of activities they engage in while using the brand.

User imagery helps to define who the typical user is in terms of their traits, activities, and emotions.


10-61


Executional factorsExecutional factors go beyond the core message to include “how” it is communicated, such as the

• “tone” of the ad (serious vs. quirky)

• appeal used (fear vs. humor)

• logo and typeface characteristics (scripted font may signal sophistication)

• pace of the ad

• media outlet chosen


10-62

EmotionEmotion

EmotionEmotion is the identifiable specific feeling, and affect is the liking/disliking aspect of the specific feeling.

EmotionsEmotions 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 intensityaffect intensity.

Emotions

• Psychobiological reactions to appraisals.– Psychobiological because they

involve psychological processing and physical responses.

– Create visceral responses – certain feeling states are tied to behavior in a very direct way.

10-63

Visceral Responses to Emotions by Consumers

10-64

Emotion Terminology

• Mood – a transient (temporary and changing) and general affective state.– Mood-congruent judgments – the

value of a target is influenced in a consistent way by one’s mood.

• Affect – represents the feelings a consumer has about a particular product or activity.

10-65

Emotions

What is this consumer feeling?

10-66

A simple example of a research instrument used to test moods

10-67

10-68

The nature of emotions

10-69

EmotionEmotion

��PPleasureleasure

��AArousalrousal

��DDominanceominance

Dimensions of Emotion (see Table 10.6 on page 319)

10-70

EmotionEmotion

Emotional Dimensions, Emotions, and Emotional IndicatorsEmotional Dimensions, Emotions, and Emotional Indicators

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. 404-20. Copyright © 1987 by the University of Chicago.

Dimension Emotion Indicator/Feeling

Pleasure Duty Moral, virtuous, dutiful

Faith Reverent, worshipful, spiritual

Pride Proud, superior, worthy

Affection Loving, affectionate, friendly

Innocence Innocent, pure, blameless

Gratitude Grateful, thankful, appreciative

Serenity Restful, serene, comfortable, soothed

Desire Desirous, wishful, craving, hopeful

Joy Joyful, happy, delighted

Competence Confident, in control, competent

10-71

EmotionEmotion




Arousal Interest Attentive, curious

Hypoactivation Bored, drowsy, sluggish

Activation Aroused, active, excited

Surprise Surprised, annoyed, astonished

Déjà vu Unimpressed, uninformed, ,unexcited

Involvement Involved, informed, enlightened, benefited

Distraction Distracted, preoccupied, inattentive

Surgency Playful, entertained, lighthearted

Contempt Scornful, contemptuous, disdainful

10-72

EmotionEmotion




Dominance Conflict Tense, frustrated, conflictful

Guilt Guilty, remorseful, regretful

Helplessness Powerless, helpless, dominated

Sadness Sad, distressed, sorrowful, dejected

Fear Fearful, afraid, anxious

Shame Ashamed, embarrassed, humiliated

Anger Angry, initiated, enraged, mad

Hyperactivation Panicked, confused, overstimulated

Disgust Disgusted, revolted, annoyed, full of loathing

Skepticism Skeptical, suspicious, distrustful

Schema-Base d Affect

Emotions become stored as part of the meaning for a category.

Emotions become stored as part of the meaning for a category.

10-73

Examples of Schema-Based Affect

10-74

10-75

Marketers have always used emotions to guide the following on an intuitive level:

• product positioning

• sales presentations, and

• advertising

However, deliberate, systematic study of the relevance of emotions in marketing strategy is relatively new.

Emotions and Emotions and Marketing StrategyMarketing Strategy

10-76

Types of emotional states

10-77

Emotions and Marketing StrategyEmotions and Marketing Strategy

�� Emotion Arousal as a Product BenefitEmotion Arousal as a Product Benefit

• Consumers actively seek products whose primary or secondary benefit is emotion arousal.

�� Emotion Reduction as a Product BenefitEmotion Reduction as a Product Benefit

• Marketers design or position many products to prevent or reduce the arousal of unpleasant emotions.

10-78

Emotions and marketing strategy

• Emotion arousal as a product benefit– Sad movies– Disney World

• Emotion reduction as a product benefit– Retail therapy– Flowers

10-79

Emotional arousal as a product benefit

10-80

Emotions and Marketing StrategyEmotions and Marketing Strategy

�� Emotion in AdvertisingEmotion 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.

Illustration of Emotion Aiding Learning (associating feeling good with buying the brand)

10-81

10-82

Ads that arouse emotions

10-83

Ads that arouse emotions: pets and smiling faces

bb chapter ten : motivation and personality

Business

external need

internal need

basic motives

attribution active

expression active

stimulation active

affiliation active

assertion active