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

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

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The Nature of Motivation

Two useful motivation theories:
1. Maslows Hierarchy of Needs

2.

A macro theory designed to account for most human behavior in general terms. A fairly detailed set of motives used to account for specific aspects of consumer behavior.

McGuires Psychological Motives

Nature of Motivation
McGuires Psychological Motives 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
McGuires Psychological Motives 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
McGuires Psychological Motives 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
McGuires Psychological Motives 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

Hedonic Shopping Motives
1. 2. 3. 4. 5. 6. Adventure Shopping Social Shopping Gratification Shopping Idea Shopping Role Shopping Value Shopping

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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 A choice with both positive and negative consequences A choice involving only undesirable outcomes 2. Approach-Avoidance Motivational Conflict

3. Avoidance-Avoidance Motivational Conflict

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Personality
Personality is an individuals characteristic response tendencies across similar situations.

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. Consumer Ethnocentrism Need for Cognition Consumers Need for Uniqueness

2.

Single Trait Approach

Personality
The Five-Factor Model of Personality

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

Dimensions of Brand Personality

The Use of Personality in Marketing Practice

Communicating Brand Personality

Three important advertising tactics:

1. Celebrity Endorsers

2.
3.

User Imagery
Executional Factors

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Candies

Courtesy Candies, Inc.

Bud Light

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

Pepsi

Courtesy Pepsi-Cola North America.

Next Step

Mead Johnson and Company

Emotion
Dimensions of Emotion

Pleasure Arousal Dominance

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Sandals Resorts

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

Nokia

Courtesy Bates Hong Kong, Ltd.

Save the Children

Courtesy Save the Children