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Motivation:
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Personality:
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Energising force that activates behaviour and
provides purpose and direction to behaviour
Reflects the common responses that individuals
make to a variety of recurring situations
Emotions:
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Strong, relatively uncontrollable feelings that affect
behaviour
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Is the reason for behaviour
Represents an unobservable, inner force that
stimulates and compels a behavioural response
and provides specific direction for that
response
A motive is why an individual does something
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Maslow’s hierarchy of needs:
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A macro theory designed to account for behaviour in
general terms
McGuire’s psychological motives:
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Uses a fairly detailed set of motives to account for a
limited range of consumer behaviour
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Underpinning assumptions:
Humans acquire a similar set of motives through
genetic endowment and social interaction
 Some motives are more basic than others
 The more basic motives must be satisfied to a
minimum level before other motives are activated
 As the basic motives become satisfied, more
advanced motives activate
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5. Self-actualising: desire for fulfillment
4. Esteem: desire for status, superiority, self
respect. Relate to individual’s feelings of
usefulness and accomplishment
3. Belongingness: reflected in desire for love,
friendship, affiliation, accomplishment
2. Safety: seeking physical safety and security,
familiar surroundings etc.
1. Physiological: food, water, sleep
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McGuire first divided the motivation into two main
categories using two criteria:
Is the mode of motivation cognitive (process of thought)or
affective (feeling or emotion)?
Is the motive focused on preservation of the status quo (the
way things were previously) or on growth?
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?
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The resolution of motivational conflict often
affects consumption patterns:
Approach-approach motivational conflict: consumer
faces choices between two attractive alternatives
 Approach-avoidance conflict: the consumer faces
both positive and negative consequences with
purchase of a product
 Avoidance-avoidance conflict: consumer faces two
unattractive options
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Products have their own ‘brand personality’
People assign personalities to brands based on:
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Characteristics of product category
Brand’s features
Packaging
Advertising
Consumers will tend to purchase the product
with the personality that closely matches their
own, or that strengthens an area in which they
feel weak
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Strong, relatively uncontrolled feelings that
affect our behaviour
Are generally triggered by environmental
events, although internal processes (imagery)
can trigger emotions
Are accompanied by physiological changes
Emotions are generally accompanied by
thinking, and have associated behaviours, and
involve subjective feelings
Types :
Fear
 Anger
 Joy
 Sadness
 Acceptance
 Disgust
 Expectancy
 surprise
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Marketers use emotions to guide product
positioning, sales presentations and
advertising:
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Emotion arousal as a product benefit
Emotion reduction as a product benefit
Emotion in advertising:
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Emotional content of advertisements enhances their
attention-attraction and attention-maintenance
capabilities
Positive-emotion-eliciting advertisements may
increase brand preference (through classical
conditioning)
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Consumer motivations are energising forces
that activate behaviour and make it purposeful
and directed
Consumer motivations are highly situation
specific
It is necessary to understand what motives and
behaviours are influenced by specific situations
Consumers have manifest and latent motives,
which can be determined by motivationresearch techniques
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Because of the large number of motivations,
motivational conflict can occur
The personality of the consumer guides and
directs the behaviour chosen for accomplishing
goals in different situations
There are 2 basic approaches to understanding
personality:
Individual personality theories
 Social learning theories
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Brands have personalities
Consumers tend to prefer products with
personalities that are pleasing to them
Consumers prefer advertising messages that
portray their own personality or a desired one
Marketers design and position products to both
arouse and reduce emotions
Advertisements include emotion-arousing
material to increase attention, degree of
processing, remembering and brand preference