Motivation, Personality and Emotion

Mochamad Malik Akbar Rohandi

• Motivation – energizing force that activates behavior and provides
purpose and direction to that behavior.
~ The reason for behavior.

• Motive – construct representing an unobservable inner force that

stimulates and compels a behavioral response and provides specific
direction to that response.
~ Why we do things. (driving force)
Maslows
McGuire’s Psychological Motives
Cognitive Preservation Motives
a. Need for Consistency (active, internal)
b. Need for Attribution (active, external)
c. Need to Categorize (passive, internal)
d. Need for Objectification (passive, external)
McGuire’s Psychological Motives
Cognitive Growth Motives
a. Need for Autonomy (active, internal)
b. Need for Stimulation (active, external)
c. Teleological Need (passive, internal)
d. Utilitarian Need (passive, external)
McGuire’s Psychological Motives
Affective Preservation Motives
a. Need for Tension Reduction (active, internal)
b. Need for Expression (active, external)
c. Need for Ego Defense (passive, internal)
d. Need for Reinforcement (passive, external)
Affective Growth Motives
a. Need for Assertion (active, internal)
b. Need for Affiliation (active, external)
c. Need for Identification (passive, internal)
d. Need for Modeling (passive, external)
Discovering
Purchase
motives
Motivation
Research
Techniques
 Projective Technique Example

What do you think of I haven’t used it much

the new software that yet, but...
the company installed?
Projective Technique Example

• Someone who drinks hot tea is

______________.
• Tea is good to drink when
__________________.
• Making hot tea is
_________________________.
• My friends think tea is
_____________________.
Projective Technique Example
Results of a word association test with alternative brand names for a
new fruit-flavored sparkling water drink included the following:

Possible Brand Name Associated Words

Ormango Green, tart, jungle
Tropical Fruit Juice, sweet, island
Orange Sparkle Light, bubbly, cool
Paradise Passion Fruity, thick, heavy
Means-End Analysis
• The benefit chain or laddering technique (based on Means-End
Theory) seeks a deeper understanding of how product attributes are
associated with personal beliefs and goals.
• Thus, it provides insights into why the customer thinks various
benefits are important.
• Knowing why customers care about certain attributes may suggest
the kinds of quality improvements that will be most meaningful to
customers.
Personality
• Is an individual’s characteristic response tendencies across similar
situations.
Single Traits Approach
• Consumer Ethnocentrism
• Need for Cognition
• Consumers’ Need for Uniqueness
Brand Personality
Brand personality is a set of human characteristics that become
associated with a brand.

Communicating
a. Celebrity Endorsers
b. User Imagery
c. Executional Factors - Tone
EMOTION
• Emotions are strongly linked to needs, motivation, and personality
Types of Emotions
 Emotion Arousal as a
Product and Retail Benefit
Bacardi rum’s “Shake up
your night,”
Chevrolet’s “An American
Revolution.”

Gratitude in a consumer
context is the emotional
appreciation for benefits
received
EMOTIONS AND
MARKETING STRATEGY
Emotion Reduction as a
Product and Retail Benefit
Consumer Coping in Product and Service Encounters
Coping involves consumer thoughts and behaviors in reaction to a stress inducing
situation designed to reduce stress and achieve more desired positive emotions
a. Active coping
b. Expressive support seeking.
c. Avoidance

consumer emotional intelligence, which is defined as a person’s ability to skillfully

use emotional information to achieve a desirable consumer outcome.
Emotion in Advertising
enhances their attention, attraction, and maintenance capabilities.

Advertising messages that trigger the emotional reactions of joy,

warmth, and suspense