Professional Documents
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8. The Nature of Motivation Two useful motivation theories: theories 1. Maslows Hierarchy of
Needs A macro theory designed to account for most human behavior in general terms. 2.
McGuires Psychological Motives A fairly detailed set of motives used to account for specific
aspects of consumer behavior. 10-8
9. Maslows hierarchy of needs 1. All humans acquire a similar set of motives through genetic
endowment and social interaction 2. Some motives are more basic or critical than others 3. The
more basic motives must be satisfied to a minimum level before other motives are activated 4. As
the basic motives become satisfied, the more advanced motives come into play. 10-9
12. Application of Maslows Hierarchy of Needs to the Marketing of Cars Source: Kotler,
Armstrong and da Silva (2006) Pearson Asia 10-12
13. The Nature of Learning and Memory Marketing Strategies and Maslows Needs Hierarchy
10-13
14. The Nature of Motivation McGuire developed a classification with16 categories Two criteria
determine four categories: Is the mode of motivation cognitive or affective? Is the motive
focused on preservation of the status quo or on growth? Four categories further subdivided: Is
this behavior actively initiated or in response to the environment? Does this behavior help the
individual achieve a new internal or a new external relationship to the environment? 10-14
18. The need for observable cues regarding the desired image sought 10-18
19. McGuires psychological motives: Cognitive motives (see table 10.2) 10-19
26. Motivation Theory and Marketing Strategy Consumers do not buy products; instead they buy
motive satisfaction or problem solutions. solutions Managers must discover the motives that their
product and brands can satisfy and develop marketing mixes around these motives. Do marketers
create needs? 10-26
27. Motivation Theory and Marketing Strategy Marketers do create demand! demand Demand is
the willingness to buy a particular product or service. It is caused by a need or motive, but it is
not the motive. 10-27
29. Motivation Theory and Marketing Strategy Discovering Purchase Motives Manifest motives
are motives that are known and freely admitted. Latent motives are either unknown to the
consumer or are such that he/she is reluctant to admit them. Projective techniques are designed to
provide information on latent motives. 10-29
32. Motivation Theory and Marketing Strategy Marketing Strategies Based on Multiple Motives
Communication Strategy 1 Product advertising must communicate multiple benefits 3 2 Indirect
appeals are Direct appeals are often frequently used for latent effective for manifest motives
motives Latent Manifest Motives Motives 10-32
34. Motivation Theory and Marketing Strategy Motivation Research Techniques 10-34
35. Motivation Theory and Marketing Strategy Marketing Strategies Based on Motivation
Conflict Three types of motivational conflict: 1. Approach-Approach Motivational Conflict A
choice between two attractive alternatives 2. Approach-Avoidance Motivational Conflict A
choice with both positive and negative consequences 3. Avoidance-Avoidance Motivational
Conflict A choice involving only undesirable outcomes 10-35
40. Personality Individual personality theories Social learning theories A combined approach
10-40
41. Personality Individual personality theories Sigmund Freud Neo-Freudians Trait theory
10-41
42. Psychoanalytic Approach (Freud) Basic instinctive needs, animal like, strong sexual Id Id
connotations How society expects us to behave- norms and values Superego Superego The
balancing centre- to Ego Ego achieve rational behavior acceptable to society 10-42
43. Personality Trait theories examine personality as an individual difference, allowing marketers
to segment consumers on these differences. Trait theories assume 1. All individuals have internal
characteristics or traits related to action tendencies, and 2. There are consistent and measurable
differences between individuals on those characteristics. 10-43
44. Important Traits Studied Value consciousness Value consciousness Materialism Materialism
Innovativeness Innovativeness Complaint proneness Complaint proneness Competitiveness
Competitiveness 10-44
46. Personality 1. Multi-trait 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 10-46
47. Personality Multitrait Approach Multitrait personality theory identifies several traits that in
combination capture a substantial portion of the personality of the individual. The Five-Factor
Model is commonly used by marketers, which identifies five basic traits that are formed by
genetics and early learning. 10-47
48. The five-factor model of personality Core trait Manifestation Extroversion Prefer to be in a
group than alone, talkative, bold Instability Moody, temperamental, touchy Agreeableness
Sympathetic, kind, polite Openness to Imaginative, appreciative of art, find novel experience
solutions Conscientiousness Careful, precise, efficient 10-48
49. Personality Single Trait Approach Single trait theories emphasize one trait as being
particularly relevant. They do not suggest that other traits are nonexistent or unimportant. Rather,
they study a single trait for its relevance to a set of behaviors. 10-49
50. Personality Examples of Single-Trait Theories Neuroticism Vanity Trait Locus of Sensation
Anxiety Control Seeking Compulsive Materialism Affect Self- Buying Intensity Monitoring 10-
50
52. The Use of Personality in Marketing Practice Other times, Sometimes consumers use
consumers choose products to bolster products that fit their an area of their personality.
personality where they feel weak. 10-52
53. The Use of Personality in Marketing Practice Brand image is what people think of and feel
when they hear or see a brand name. Brand personality is a set of human characteristics that
become associated with a brand and are a particular type of image that some brands acquire. 10-
53
58. The Use of Personality in Marketing Practice Communicating Brand Personality Three
important advertising tactics: 1. Celebrity Endorsers 2. User Imagery 3. Executional Factors 10-
58
59. The Use of Personality in Marketing Practice Communicating Brand Personality Celebrity
endorsers are often a useful way to personify a brand. The characteristics and meaning of the
celebrity can transfer to the brand. 10-59
60. The Use of Personality in Marketing Practice Communicating Brand Personality User
imagery involves showing a typical user along with images of the types of activities they engage
in while using the brand. User imagery helps to define who the typical user is in terms of their
traits, activities, and emotions. 10-60
61. The Use of Personality in Marketing Practice Communicating Brand Personality Executional
factors go beyond the core message to include how it is communicated, such as the tone of
the ad (serious vs. quirky) appeal used (fear vs. humor) logo and typeface characteristics
(scripted font may signal sophistication) pace of the ad media outlet chosen 10-61