consumer motivation and personality

7/25/2019 Consumer Motivation and Personality

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CONSUMER

MOTIVATION ANDPERSONALITY


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Motivation

Needs

Personality

Brand personi!ation

Ant"ropo#orp"is#

CORE CONCEPTS


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T$E DYNAMICS O% MOTIVATION


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Mar&eter don't !reate needs Ma&e !ons(#ers a)are o* t"eir (n*elt need

Co#panies *o!(s on needs t"ey satis*y

Need *o!(sed denitions

+e #eet everyday needs *or n(trition, "y-iene andpersonal !are )it" .rands t"at "elp people *eel -ood, loo&-ood and -et #ore o(t o* li*e

is !o##itted to en"an!in- people/s lives .yo0erin- tastier and "ealt"ier *ood and .evera-e !"oi!es

at all sta-es o* li*e and at all ti#es o* t"e day1


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Needs P"ysiolo-i!al needs

Psy!"olo-i!al needs

2oals

2eneri! -oals Prod(!t -oals

Need aro(sal

Sele!tin- -oals Approa!" o.3e!t

Avoidan!e o.3e!t


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Needs and -oals are interdependent P(rpose*(l s"oppin-

Re!reational s"oppin-

A!tivity spe!i! s"oppin-

De#and spe!i! s"oppin-Needs are never *(lly satised

Ne) needs e#er-e on!e old are satised

S(!!ess and *ail(re in4(en!e -oals

%r(stration and de*ense #e!"anis# A--ression, rationali5ation, re-ression, )it"dra)al,

pro3e!tion, daydrea#in-, identi!ation, repression


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M(rray's list o* psy!"o-eni! needs A#.ition, #aterialisti!, po)er, a0e!tion, in*or#ation

Allen Ed)ards developed a sel* ad#inisteredpersonality inventory

A!"ieve#ent, e6"i.ition, a7liation, po)er8do#inan!e,!"an-e, order

SYSTEMS O% NEEDS8 NEEDT$EORIES


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SOCIAL

Egoistic


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A Trio o* Needs Po)er

A7liation

A!"ieve#ent


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Sel* reportin-

9(alitative resear!"

Motivational resear!" C(lt(re and need states

T$E MEASUREMENT O% MOTIVES


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T"e *a!ets o* personality Individ(al di0eren!es

Consistent and end(rin-

C"an-ea.le

T$E NATURE AND T$EORIES O%PERSONALITY


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%re(dian t"eory

Non: %re(dian t"eory

Trait t"eory

T$EORIES O% PERSONALITY


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Id

E-o

S(pere-o

%REUDIAN T$EORY


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Al*red Adler Rational -oals; style o* li*e

E0ort to over!o#e *eel o* in*eriority

Sta!& S(llivan

+or&ed on red(!tion o* an6iety in "(#an


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Innovativeness

Materialis#

Et"no!entris#

TRAIT T$EORY


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Cons(#er innovators and innovativeness

Inspiration o* innovativeness

St(dy = %(n!tional *a!tors

$edoni! *a!tors So!ial *a!tors

Co-nitive *a!tors

St(dy > 2lo.al innovativeness

Do#ain spe!i! innovativeness

Innovative .e"avior

PERSONALITY TRAITS ANDCONSUMER BE$AVIOR


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Do-#atis#

So!ial !"ara!ter? inner vers(s ot"er dire!tedness

Need *or (ni@(eness


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Opti#(# sti#(lation level

Sensation see&in-

Variety and novelty see&in- E6ploratory p(r!"ase .e"avior

Vi!ario(s e6ploration Usin- innovativeness

Need *or !o-nition

Vis(ali5ers vs1 ver.ali5ers

Cons(#er #aterialis#

%i6ated !ons(#ptionCo#p(lsive !ons(#ption

Cons(#er et"no!entris#

Personality and !olo(r


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Brand personi!ation %(n!tional

sy#.oli!

Ant"ropo#orp"is#

Relation .et)een "(#an and .rand personality Atta!"#ent an6iety

Avoidan!e an6iety

PRODUCT AND BRANDPERSONI%ICATION


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Prod(!t personality and -enderToyota !orolla

Nes!a*e

Pean(ts

Dairy #il& Mira

Prod(!t personality and -eo-rap"y 2ree& yo-(rt

Italian pasta

+e.site personality Intelli-ent, *(n, or-ani5ed1 sin!ere


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Types o* sel* i#a-e A!t(al

Ideal

So!ial

Ideal:so!ialT"e e6tended sel*

A!t(ally

Sy#.oli!ally

Con*errin- stat(s

%eelin- o* i##oralityAlterin- t"e sel*

P"ysi!al vanity

A!"ieve#ent vanity

T$E SEL% AND SEL% IMA2E

consumer motivation and personality

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