Motivational Process Model

Consumer Motivation,
Personality
and
Consumer Behaviour

Learning

Unfulfilled
Needs, Wants,
Desires

Tension

Drive

Goal or
Unmet Need

Behaviour

Cognitive
Process
Stress Relief
(Adapted from Dugree, 1996)

Needs (1)

Consumer needs

Objectives
1.
2.
3.
4.
5.
6.

Clarify Motivation as a driving force

List the types of Needs
Elaborate on motivation Dynamics
Discuss Personality theories
Understand consumer Diversity
Explain Brand and Virtual Personality

Basis of marketing
Essence of marketing concept
Profitable satisfaction of needs the key

to sustainable development and growth

Marketers
Define markets on the basis of needs
Create needs? Or markets?

Marketing approaches
Market-oriented - needs of buyer
Product-oriented - needs of seller
(Schiffman, 2012)

Needs (2)

Motivation

The driving force to action

State of need-induced tension
Leads to needs satisfaction behaviour
Process

Unfulfilled Need Tension Action Stress Relief

Marketers:
The Force to induce Consumption on the

basis of Learning and Cognition

Enhances Consumer Learning
Get basics for Segmentation and Promotion
(Schiffman, 2012)

Confidential for internal use only

Innate needs

Physiological
Biogenic
Primary
Food, water, sex, shelter

Acquired needs (motives)

Psychological
Psychogenic
Response to culture and environment
Secondary
Self-esteem, power, affection
(Schiffman, 2012)

Needs Types and Systems

Hierarchy of Needs
in Developed Countries ?

Henry Murray (1938) Types of

Human Needs (psychogenic)

Abraham Maslow
Trio of Basic needs

(Schiffman, 2012)

Needs Types and Systems

Abraham Maslow Dissatisfaction

motivates behaviour!!!
5 levels of needs from biogenic to
psychogenic
Humans satisfy lower-level needs first
New needs emerge on the basis of fairly well
satisfied lower needs
Lower unsatisfied needs are always dominant!
Levels overlap to some extent
Culture- and Time-bound
(Schiffman, 2012)

Maslows Hierarchy of Needs

Power control over environment,

people, objects
Affiliation desire for friendship,
acceptance and belonging; socially
dependant people
Achievement self-confident, activelyresearching, feedback-demanding,
responsibility-taking, risk-assessing people
(Schiffman, 2012)

Goals
Results of motivated behaviour
Generic goals general categories to fulfill

needs MBA degree

Product-specific goals MBA at Cardiff Met
Goals are set on the basis of

Selffulfillment
(Olympics, MBA, hobby)
Egoistic prestige, status,
reputation, selfesteem

Values

Love, affection, belonging,

acceptance

Experience
Physical capacity

Health, protection,
education, order, savings

Cultural Norms

Food, water, shelter,

sex, air

Accessibility
(Adopted from Mullins, 2005)

Confidential for internal use only

Needs Trio

Means (behaviours) to achieve goals

(Schiffman, 2012)

Goal Setting and

Goal Pursuit Process
Goal
Setting

Goal
Intention
Formation

Planning
of the
Action

Action
Start and
Control

Motivation Dynamics
Goal
Scored /
Failure

Motivation a highly dynamic process

A lot of needs never fully satisfied (efforts
to get or maintain satisfaction)

e.g. hunger, friendship, love, power, winning

Satisfied needs give way to newer and

higher-level needs tension action

(house acceptance recognition)
Achieving goals results in Setting New goals
The slave is fighting for freedom, the free
person for perfection (Yane Sandansky)

Feedback
(Adapted from Bagozzi, 1986)

Positive and Negative Motivation

Positive motives needs and desires
Negative motives fears and aversions
Differ in physical and emotional strength

(Schiffman, 2012)

Success and Failure

Success higher level of aspiration and confidence
Failure
Substitute goals (cars)
Frustration
Defense Mechanisms

Create positive and negative goals

Positive goal approach object (fitness)
Negative goal avoidance object (belly)

(Schiffman, 2012)

Rational vs. Emotional Motives

Rational motives
Give greatest utility
Based on objective criteria price, weight
Emotional motives
Subjective criteria fear, pride, affection
Maximize utility and satisfaction

Aggression
Rationalization
Regression
Withdrawal
Projection
Autism
Identification
Repression

(Schiffman, 2012)

Arousal of Motives
Most specific needs are sleeping
Waking up due to internal or external stimuli:
Physiological (involuntary)

Hunger, sex, warmth, etc.

Emotional (daydreaming)
Cognitive

International long-distance calls

Environmental (situational)

(Schiffman, 2012)

Confidential for internal use only

News, smells, fast-food ads, the goal object

(Schiffman, 2012)

What Does Personality Mean?

Personality presents those inner
characteristics that determine and reflect
the way a person responds to environment
Concerns differences between individuals

Categorize and segment consumers based on groups

of traits

Neo-Freudists
Social relationships are fundamental
Alfred Adler, Harry Sullivan
Karen Horny (CAD)
Child-parent relationship
People try to get rid of anxiety

Is consistent (usually) and stable

Helps predict consumer behaviour

Could change abruptly or gradually

Specific motives, attitudes, group pressures,

marriage, divorce, death, birth, career promotion

Compliant (move towards others) need to be

loved
Aggressive (move against others) want to
excel and win recognition
Detached (move away from others)
independent, individualists

(Schiffman, 2012)

(Schiffman, 2012)

Trait Theory

Personality Theories

Quantitative and primitive

Measuring traits making individuals

different
Single-trait personality tests help
understand Consumer Diversity

Theory of Sigmund Freud

Neo Freudism
Trait theory

Consumer Innovativeness (response to

innovations)

Consumer Materialism (attachment to

possessions)
Consumer Ethnocentrism (attitude to accept
foreign-made products)

(Schiffman, 2012)

(Schiffman, 2012)

Freudian Theory

Innovativeness and Traits

Cornerstone of modern psychology

Sexual and biological unconscious needs

are the basis of motivation and personality

3 interacting levels of personality
ID the store of primitive and impulsive drives

(sex, hunger, thrust immediate satisfaction)

Superego = a break - individual satisfaction

according to social codes of conduct

Ego balances Id impulsive desires and

superegos socio-cultural constraints

(Schiffman, 2012)

Confidential for internal use only

Dogmatism
Social character
Inner-directedness
Other-directedness

Need for Uniqueness (NFU)

OSL Optimum Stimulation Level
Sensation seekers
Variety and Novelty seekers
Need for Cognition (NC)
Visualisers and Verbalisers

(Schiffman, 2012)

Product Personality

Consumer Materialism Traits

Gender

E.g. China consumers

Male coffee, toothpaste
Female bath soap, shampoo

Value objects and shows-off with them

Selfish and self-focused
Full of possessions way of life
Possession never grant additional
satisfaction

Geography
French wine
Bulgarian yoghourt
Vodka Gorbachov, Vodka Kalashnikov

Colour

Fixated Consumption
Compulsive Consumption

Red excitement (Coca Cola)

Yellow novelty
Black and white (Love) - sophistication

(Schiffman, 2012)

Virtual Personality

Consumer Ethnocentrism

Internet, chat
New or changed identities change of

Response to foreign products

Ethnocentrism scale CETSCALE
Varies by country and by product
Marketers target nationalistic themes

MARKETING MIX

POSITIVE
COUNTRY IMAGE

NEGATIVE
COUNTRY IMAGE

Product

Made in.

Brand Name Focus

Price

Premium

Lower

Place

Exclusive Distributors

Supply Chain Partners

Promotion

Nation Sponsored

Manufacturer Sponsored

consumer behaviour

Male to female
Old to young
Married to single
Obese to athletic
Introvert to extrovert

The Big 5
Presents new opportunities to marketers
www.outofservice.com/bigfive -

(Adapted from Mohamad et al., cited in Schiffman, 2012)

Brand Personality Framework

Honest
Cheerful

Up-to-date
Imaginative

Reliable
Intelligent
Successful

Upper class
Charming

Tough

(Schiffman, 2012)

References:
1.
2.
3.
4.
5.
6.
7.
8.

Sincerity

Excitement

Competence

Sophistication

Rugged
ness

9.
10.
11.
12.
13.

Brand
Personality

Confidential for internal use only

(Schiffman, 2012)

14.
15.
(Adapted from Aaker as cited in Schiffman, 2012)

Anderson, T. (2003). An Introduction to Multivariate Statistical Analysis. New York: John Wiley
Armstrong, G. & Kotler, P., (2013). Marketing: An Introduction. (11th ed.). Harlow: Pearson
Prentice Hall
Baines, P., Fill, C. & Page, K. (2011). Marketing. (2nd ed.). New York: Oxford University Press
Bagozzi, R. (1986). Principles of Marketing Management. Chicago: SRA
Blagoev, V. (2003). Marketing. (in Bulgarian). (2nd ed.). Sofia: International University
Blythe, J. (2013). Consumer Behaviour. London: Sage
Bray, J. (2008). Consumer Behaviour Theory: Approaches and Models. Discussion Paper.
Bournemouth University. Retrieved July 3rd, 2013
Cziko, G., (2000). The Things We Do: Using the Lessons of Bernard and Darwin to Understand
the What, How, and Why of Our Behaviour. Massachusetts: MIT Press.
Dugree, J. (1996). Oservations: Translating Values into Product Wants. Journal of Advertising
Research ,36 (6). November.
East, R, Wright, M. & Vanhuele, M. (2013). Consumer Behaviour. Applications in Marketing.
(2nd ed.). London: Sage
Evans, M., Jamal, A. & Foxall, G. (2013). Consumer Behaviour. (2nd ed.). Chichester: Wiley
Mullins, L. (2005). Management and Organizational Behaviour (7th ed.). Harlow: Pearson
Payne, A. & Frow, P. (2013). Strategic Customer Management. Integrating Relationship
Marketing and CRM. New York: Cambridge University Press
Simon, H. (1979). Rational Decision Making. American Economic Review, 69, October, 493
Schiffman, L., Kanuk, L. & Hansen, H. (2012). Consumer Behaviour: A European Outlook,
nd
International Edition. (2 ed.). Upper Saddle River: Pearson