Chapter 10: Motivation, Personality
and Emotion
• The nature of motivation
• Some theories of motivation
• How marketers can appeal to consumers’ motives
• The underlying aspects of the theories of
personality
• The relationship of personality to marketing
• How emotions can be used in marketing strategies
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-1
The nature of motivation
Motivation
• The energising force that activates or triggers
behaviour
• Provides purpose, direction and drive to that
behaviour
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-2
Theories of motivation
• Maslow’s hierarchy of needs
• McGuire’s psychological motives
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-3
Maslow’s 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.
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-4
Maslow’s
hierarchy
of needs
Self-Actualisation
(self-fulfillment)
Ego Needs
(prestige, status, self-esteem)
Social Needs
(affection, friendship, belonging)
Safety and Security Needs
(protection, order, stability)
Physiological Needs
(food, water, air, shelter, sex)
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-5
McGuire’s psychological motives
• Cognitive preservation motives
• Cognitive growth motives
• Affective growth motives
• Affective preservation motives
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-6
McGuire’s psychological motives:
Cognitive motives
(see table 10.2)
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-7
The need for observable cues regarding
the desired image sought
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-8
McGuire’s psychological motives:
Affective motives
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-9
Appealing to the individual’s need for
self-expression
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-10
Appealing to consumers’ need to
enhance their self-esteem
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-11
Discovering purchase motives
Latent
motives
Manifest motives
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-12
Latent and manifest motives
• Manifest motives
– Motives that are known and freely admitted
• Latent motives
– Motives that are either unknown to the individual
or are such that the individual is very reluctant
to admit them
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-13
Latent and manifest motives in a
purchase situation
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-14
Motivation research techniques
• Association techniques
–
Word association
– Successive word association
• Completion techniques
– Sentence completion
– Story completion
• Construction techniques
– Cartoon techniques
– Third-person techniques
– Picture techniques
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-15
Marketing strategies based on motivation
conflict
• Approach–approach motivational conflict
–
A choice between two attractive alternatives
• Approach–avoidance
–
Consumer faces both positive and negative
consequences
• Avoidance–avoidance
–
Consumer faces two undesirable alternatives
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-16
Approach-avoidance motivational conflict
in advertising
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-17
Personality
• Individual personality theories
• Social learning theories
• A combined approach
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-18
Personality (cont.)
• Nature of personality
• Individual personality theories
– Sigmund Freud
– Neo-Freudians
– Trait theory
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-19
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
experience
Imaginative, appreciative of art, find novel
solutions
Conscientiousness
Careful, precise, efficient
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-20
The use of personality in marketing
• Brand personality
– A set of human characteristics that become
associated with a brand
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-21
Dimensions of brand personality
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-22
Communicating brand personality
through advertising
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-23
Communicating brand personality
through advertising (cont.)
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-24
The nature of emotions
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-25
Types of emotional states
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-26
Emotions and marketing strategy
• Emotion arousal as a product benefit
–
–
Sad movies
Disney World
• Emotion reduction as a product benefit
–
–
Retail therapy
Flowers
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-27
Emotional arousal as a product benefit
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-28
Emotions in advertising
• Humour, disgust, children, and pets have been
used in order to get noticed and evoke a response
from consumers.
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-29
Ads that arouse emotions
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-30
Ads that arouse emotions:
pets and smiling faces
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-31
Next Lecture
Chapter 11:
Attitude and attitude change
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
10-32