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.
10-2
The Nature of Motivation
Two useful motivation theories:
1.
Maslow’s Hierarchy of Needs
•
2.
A macro theory designed to account for most human
behavior in general terms.
McGuire’s Psychological Motives
•
A fairly detailed set of motives used to account for
specific aspects of consumer behavior.
Nature of Motivation
McGuire’s 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
McGuire’s 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
McGuire’s 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
McGuire’s 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.
Adventure Shopping
2.
Social Shopping
3.
Gratification Shopping
4.
Idea Shopping
5.
Role Shopping
6.
Value Shopping
10-9
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
•
10-10
A choice involving only undesirable outcomes
Personality
Personality is an individual’s
characteristic response
tendencies across similar
situations.
Personality
1.
Multitrait Approach
•
2.
The Five-Factor Model is the most commonly used by
marketers and identifies five basic traits that are
formed by genetics and early learning.
Single Trait Approach
•
Consumer Ethnocentrism
•
Need for Cognition
•
Consumers’ Need for Uniqueness
Personality
The Five-Factor Model of Personality
Personality
Three additional traits:
1. Consumer Ethnocentrism
2. Need for Cognition (NFC)
3. Consumers’ Need for Uniqueness
10-14
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.
User Imagery
3.
Executional Factors
10-16
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
10-21
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