Professional Documents
Culture Documents
2_ Consumer
Motivation and
Personality
MOTIVATION
The way to get started is to
quit talking and begin doing.
-Walt Disney
What is Motivation?
Process which begins with a physiological or psychological need or
deficiency which triggers a behaviour or a desire that is aimed at a goal or
an incentive.
Needs Drives Incentives
All the internal conditions that stir up activity and sustain activity of an
individual.
Force Action
NEEDS AND MOTIVATION
Needs are the essence of the marketing
concept. Marketers do not create needs
but can make consumers aware of needs.
Acquired Needs
Learned in response to our culture or environment. Are
generally psychological and are considered secondary needs.
Is a body spray an
innate
or
acquired need?
https://www.youtube.com/watch?v=_4gaNWIspjk
Nivea
Motivational Theories
Friendship
Belonging to a group
Giving and receiving love
Truth
Justice
Wisdom
Meaning
EXAMPLES ON HoN
The most obvious example of HoN in action is in advertising
Biological and Physiological needs - wife/child-abuse help-
lines, social security benefits, roadside recovery
Safety needs - home security products (alarms, etc), house
and contents insurance, life assurance, schools
Belongingness and Love needs - dating and match-making
services, chat-lines, clubs and membership societies
Esteem needs - cosmetics, fast cars, home improvements,
furniture, fashion clothes, drinks, lifestyle products and
services
Self-Actualization needs The need for challenging jobs,
need for highest level of promotion comes, peak experience
through more aware of the truth, justice.
Identify which need the brand
Marlboro tries to satisfy?
Herzberg often referred to hygiene factors as "KITA" factors, which is an acronym for "kick in
the a_ _", the process of providing incentives or threat of punishment to make someone do
something.
Two-factor theory
Two-factor theory
Two-factor theory
Motivation factors
Company policy & increase job satisfaction
administration
Supervision
Interpersonal Relations
Working conditions Achievement
Salary Achievement recognition
Status Work itself
Security Responsibility
Advancement
Growth
Freudian theory
Unconscious needs or drives are at the heart of human motivation
Trait theory
Quantitative approach to personality as a set of psychological traits
Father of Psychoanalysis
Sigmund Freud
Freudian Theory
Sigmund Freuds psychoanalytic theory is one of the cornerstones
of modern psychology. He proposed that human personality
consist of 3 interacting systems:
Id
Warehouse of primitive or instinctual needs for which individual seeks
immediate satisfaction.
Ego
Individuals conscious control that balances the demands of the id and
superego.
Superego
Individuals internal expression of societys moral and ethical codes of
conduct.
Personality evolves as a result of our efforts to resolve conflicts between our biological
impulses(id) and social restraints(Superego).
A Representation of the Interrelationships
among the Id, Ego, and Superego
Id, Ego, and Superego in Marketing and Advertising
Id, Ego and Superego combine to create
the complex behavior of human beings
Id: Meeting Basic Needs
Instant gratification for our wants and needs.
-A hungry baby cried until he was fed.
- Michael needed money so he stills money when no one is around
Ref: http://www.investopedia.com/terms/b/brand-personality.asp
Brand Personality: Examples
Volvo - safety
Nike - the athlete
BMW - performance
Levis 501 - dependable and rugged
Read the
last
Paragraph
(Why we talk
about
psychology so
much ?)
Karen Horney
German psychoanalyst who practiced in the United States during her later
career
Compliant individuals
Aggressive individuals
Detached individuals
(Upon investigating the ten neurotic needs, Horney found she was able
to condense them into three broad categories)
One who desires to
Compliant be loved, wanted,
Personality and appreciated by
others.
Compliant Personality
This category is seen as a process of joining, submitting, or
self-effacement. Under Horney's theory children facing
difficulties with parents often use this strategy. Fear of
helplessness and abandonment occursphenomena Horney
refers to as "basic anxiety".
That is, there is a need for power, a need for control and
exploitation, and a maintenance of a facade of omnipotence.
Other times,
Sometimes consumers use
consumers choose products to bolster an
products that fit their area of their
personality. personality where they
feel weak.
Use of Personality in Marketing
Practice
Brand image is what people think of and feel when
they hear or see a brand name.
Innovativeness Optimum
Dogmatism stimulation level
Social Character Variety-novelty
Need for seeking
uniqueness
The degree to which
consumers are
Consumer receptive to new
Innovativeness products, new
services or new
practices.
A Consumer Innovativeness Scale
1. In general, I am among the last in my circle of friends to buy a new (rock
albuma) when it appearsb.
2. If I heard that a (new rock album) was available in the store, I would be
interested enough to buy it.
6. I know the names of (new rock acts) before other people do.
A personality trait that
reflects the degree of
rigidity a person
displays toward the
Dogmatism unfamiliar and toward
information that is
contrary to his or her
own established
beliefs.
Dogmatism
Consumers low in dogmatism (open-minded) are
more likely to prefer innovative products to
established or traditional alternatives.
Inner-Directed Other-Directed
Consumers who tend Consumers who tend
to rely on their own to look to others for
inner values direction
More likely to be Less likely to be
innovators innovators
Tend to prefer ads Tend to prefer ads
that stress product that feature social
features and benefits acceptance
Ex- Peter England
Social Character(inner or
Outer directed ) ?
Social Character(inner or
Outer directed ) ?
And a vdo(Horlicks).
Consumers who avoid
appearing to
Need for
conform to
Uniqueness expectations or
standards of others.
https://www.youtube.com/watch?v=jR8RQuef4iA
Splendour advertisement(vdo)
A personality trait that
measures the level or
amount of novelty or
complexity that
Optimum individuals seek in their
Stimulation personal experiences.
Levels (OSL) High OSL consumers
tend to accept risky
and novel products
more readily than low
OSL consumers.
A personality trait
characterized by the
need for varied, novel,
Sensation and complex sensations
Seeking and experience, and the
(SS) willingness to take
physical and social risks
for the sake of such
experience.
A personality trait similar to
OSL, which measures a
consumers degree to
Variety- variety seeking
Novelty
Seeking Examples:
Exploratory Purchase
Behavior
Use Innovativeness
Self and Self-Image
Self-image: A persons perceptions of his/her self
Expected
Self-Image
Different Self-Images
Actual Self-Image
How you see your self
Ideal Self-Image
How you would like to see yourself
Social Self-Image
How you think others see you
Ideal Social Self-Image
How you would like others to see you
continued
Different Self-Images- Contd
Expected Self-Image
How you expect to be in the future
Ought-to Self
The qualities that you think you should possess
Possessions Act as Self-
Extensions
By allowing the person to do things that otherwise would be
very difficult
By making a person feel better
By conferring status or rank
By bestowing feelings of immortality
By endowing with magical powers
Altering Self Images
If actual and ideal self-images are different, consumers may
use products to alter their selves