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Marketing 334 Consumer Behavior

Chapter 10 Motivation, Personality, and Emotion

Based on Consumer Behavior, 10th edition by Hawkins, Mothersbaugh and Best

The Nature of Motivation

The Nature of Motivation Motivation is the reason for behavior. A motive is a construct representing
The Nature of Motivation Motivation is the reason for behavior. A motive is a construct representing

Motivation is the reason for behavior.

The Nature of Motivation Motivation is the reason for behavior. A motive is a construct representing

A motive is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.

The Nature of Motivation Motivation is the reason for behavior. A motive is a construct representing
The Nature of Motivation Two useful motivation theories: 1. Maslow’s Hierarchy of Needs • A macro
The Nature of Motivation
Two useful motivation theories:
1.
Maslow’s Hierarchy of Needs
A macro theory designed to account for most human
behavior in general terms.
2.
McGuire’s Psychological Motives
A fairly detailed set of motives used to account for
specific aspects of consumer behavior.

Nature of Motivation

Nature of Motivation McGuire’s Psychological Motives 1. Cognitive Preservation Motives Need for Consistency (active, internal) Need
McGuire’s Psychological Motives
McGuire’s Psychological Motives
1. Cognitive Preservation Motives Need for Consistency (active, internal) Need for Attribution (active, external) Attribution Theory
1. Cognitive Preservation Motives
Need for Consistency (active, internal)
Need for Attribution (active, external)
Attribution Theory
Need to Categorize (passive, internal)
Need for Objectification (passive, external)

Nature of Motivation

Nature of Motivation McGuire’s Psychological Motives 2. Cognitive Growth Motives Need for Autonomy (active, internal) Need
McGuire’s Psychological Motives
McGuire’s Psychological Motives
2. Cognitive Growth Motives Need for Autonomy (active, internal) Need for Stimulation (active, external) Teleological Need
2. Cognitive Growth Motives
Need for Autonomy (active, internal)
Need for Stimulation (active, external)
Teleological Need (passive, internal)
Utilitarian Need (passive, external)

Nature of Motivation

Nature of Motivation McGuire’s Psychological Motives 3. Affective Preservation Motives Need for Tension Reduction (active, internal)
McGuire’s Psychological Motives
McGuire’s Psychological Motives
3. Affective Preservation Motives Need for Tension Reduction (active, internal) Need for Expression (active, external) Need
3. Affective Preservation Motives
Need for Tension Reduction (active, internal)
Need for Expression (active, external)
Need for Ego Defense (passive, internal)
Need for Reinforcement (passive, external)

Nature of Motivation

Nature of Motivation McGuire’s Psychological Motives 4. Affective Growth Motives Need for Assertion (active, internal) Need
McGuire’s Psychological Motives
McGuire’s Psychological Motives
4. Affective Growth Motives Need for Assertion (active, internal) Need for Affiliation (active, external) Need for
4. Affective Growth Motives
Need for Assertion (active, internal)
Need for Affiliation (active, external)
Need for Identification (passive, internal)
Need for Modeling (passive, external)
Motivation Theory and Marketing Strategy Latent and Manifest Motives in a Purchase Situation
Motivation Theory and Marketing Strategy Latent and Manifest Motives in a Purchase Situation
Motivation Theory and Marketing Strategy
Latent and Manifest Motives in a Purchase Situation
Motivation Theory and Marketing Strategy Hedonic Shopping Motives 1. Adventure Shopping 2. Social Shopping 3. Gratification
Motivation Theory and Marketing Strategy
Hedonic Shopping Motives
1.
Adventure Shopping
2.
Social Shopping
3.
Gratification Shopping
4.
Idea Shopping
5.
Role Shopping
6.
Value Shopping
10-9
Motivation Theory and Marketing Strategy Marketing Strategies Based on Motivation Conflict
Motivation Theory and Marketing Strategy
Marketing Strategies Based on Motivation Conflict
Motivation Theory and Marketing Strategy Marketing Strategies Based on Motivation Conflict Three types of motivational conflict:

Three types of motivational conflict:

1.

Approach-Approach Motivational Conflict A choice between two attractive alternatives

Approach-Avoidance Motivational Conflict
Approach-Avoidance Motivational Conflict

A choice with both positive and negative consequences

10-10

  • 2.

3. Avoidance-Avoidance Motivational Conflict A choice involving only undesirable outcomes •
3.
Avoidance-Avoidance Motivational Conflict
A choice involving only undesirable outcomes
Motivation Theory and Marketing Strategy Marketing Strategies Based on Motivation Conflict Three types of motivational conflict:

Personality

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

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

Personality Personality is an individual’s characteristic response tendencies across similar situations.
Personality 1. Multitrait Approach • The Five-Factor Model is the most commonly used by marketers and
Personality
1.
Multitrait 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.
2.
Single Trait Approach
Consumer Ethnocentrism
Need for Cognition
Consumers’ Need for Uniqueness
Personality The Five-Factor Model of Personality
Personality The Five-Factor Model of Personality
Personality
The Five-Factor Model of Personality
Personality Three additional traits: 1. Consumer Ethnocentrism 2. Need for Cognition (NFC) 3. Consumers’ Need for
Personality
Three additional traits:
1.
Consumer Ethnocentrism
2.
Need for Cognition (NFC)
3.
Consumers’ Need for Uniqueness
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The Use of Personality in marketing Practice
The Use of Personality in marketing
Practice
Dimensions of Brand Personality
Dimensions of Brand Personality
The Use of Personality in marketing Practice Dimensions of Brand Personality
The Use of Personality in marketing Practice Dimensions of Brand Personality
The Use of Personality in Marketing Practice Communicating Brand Personality
The Use of Personality in Marketing
Practice
Communicating Brand Personality
Three important advertising tactics: 1. Celebrity Endorsers 3. Executional Factors 2. User Imagery 10-16

Three important advertising tactics:

1. Celebrity Endorsers 3. Executional Factors 2. User Imagery
1. Celebrity Endorsers
3. Executional Factors
2. User Imagery

10-16

The Use of Personality in Marketing Practice Communicating Brand Personality Three important advertising tactics: 1. Celebrity
The Use of Personality in Marketing Practice Communicating Brand Personality Three important advertising tactics: 1. Celebrity
Candies
Candies

Courtesy Candies, Inc.

Bud Light
Bud Light

© Anheuser-Busch, Inc., Bud Light Beer, St. Louis, MO

Pepsi
Pepsi

Courtesy Pepsi-Cola North America.

Next Step
Next Step

© Mead Johnson and Company

Emotion Dimensions of Emotion
Emotion
Dimensions of Emotion
 Pleasure  Arousal  Dominance 10-21
  • Pleasure

  • Arousal

  • Dominance

10-21

Emotion Dimensions of Emotion  Pleasure  Arousal  Dominance 10-21
Emotion Dimensions of Emotion  Pleasure  Arousal  Dominance 10-21
Sandals Resorts
Sandals Resorts

Courtesy: Unique Vacations, Inc. is the worldwide representative for Sandals Resorts.

Nokia
Nokia

Courtesy Bates Hong Kong, Ltd.

Save the Children
Save the Children

Courtesy Save the Children