Marketing 334Consumer Behavior

Chapter 10Motivation, Personality, and

EmotionBased on Consumer Behavior, 10th edition by Hawkins, Mothersbaugh and Best

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The Nature of MotivationThe Nature of Motivation

MotivationMotivation is the reason for behavior.

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

The Nature of MotivationThe Nature of MotivationTwo useful motivation theoriesTwo useful motivation theories:1.1. Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs

• A macro theory designed to account for most human behavior in general terms.

2.2. McGuire’s Psychological MotivesMcGuire’s Psychological Motives• A fairly detailed set of motives used to account

for specific aspects of consumer behavior.

Nature of MotivationNature of Motivation

1. Cognitive Preservation Motives1. Cognitive Preservation Motives

Need for Consistency (active, internal)Need for Consistency (active, internal)

Need for Attribution (active, external)Need for Attribution (active, external)Attribution TheoryAttribution Theory

Need to Categorize (passive, internal)Need to Categorize (passive, internal)

Need for Objectification (passive, external)Need for Objectification (passive, external)

McGuire’s Psychological MotivesMcGuire’s Psychological Motives

Nature of MotivationNature of Motivation

2. Cognitive Growth Motives2. Cognitive Growth Motives

Need for Autonomy (active, internal)Need for Autonomy (active, internal)

Need for Stimulation (active, external)Need for Stimulation (active, external)

Teleological Need (passive, internal)Teleological Need (passive, internal)

Utilitarian Need (passive, external)Utilitarian Need (passive, external)

McGuire’s Psychological MotivesMcGuire’s Psychological Motives

Nature of MotivationNature of Motivation

3. Affective Preservation Motives3. Affective Preservation Motives

Need for Tension Reduction (active, internal)Need for Tension Reduction (active, internal)

Need for Expression (active, external)Need for Expression (active, external)

Need for Ego Defense (passive, internal)Need for Ego Defense (passive, internal)

Need for Reinforcement (passive, external)Need for Reinforcement (passive, external)

McGuire’s Psychological MotivesMcGuire’s Psychological Motives

Nature of MotivationNature of Motivation

4. Affective Growth Motives4. Affective Growth Motives

Need for Assertion (active, internal)Need for Assertion (active, internal)

Need for Affiliation (active, external)Need for Affiliation (active, external)

Need for Identification (passive, internal)Need for Identification (passive, internal)

Need for Modeling (passive, external)Need for Modeling (passive, external)

McGuire’s Psychological MotivesMcGuire’s Psychological Motives

Motivation Theory and Marketing StrategyMotivation Theory and Marketing Strategy

Latent and Manifest Motives in a Purchase SituationLatent and Manifest Motives in a Purchase Situation

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Motivation Theory and Marketing Motivation Theory and Marketing StrategyStrategy

1.1. Adventure ShoppingAdventure Shopping2.2. Social ShoppingSocial Shopping3.3. Gratification ShoppingGratification Shopping4.4. Idea ShoppingIdea Shopping5.5. Role ShoppingRole Shopping6.6. Value ShoppingValue Shopping

Hedonic Shopping Motives

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Motivation Theory and Marketing Motivation Theory and Marketing StrategyStrategy

Three types of motivational conflict:Three types of motivational conflict:

1.1. Approach-Approach Motivational ConflictApproach-Approach Motivational Conflict• A choice between two attractive alternatives

2.2. Approach-Avoidance Motivational ConflictApproach-Avoidance Motivational Conflict• A choice with both positive and negative

consequences3.3. Avoidance-Avoidance Motivational ConflictAvoidance-Avoidance Motivational Conflict

• A choice involving only undesirable outcomes

Marketing Strategies Based on Motivation Conflict

PersonalityPersonality

PersonalityPersonality is an individual’s characteristic response tendencies across similar situations.

PersonalityPersonality

1.1. Multitrait ApproachMultitrait Approach

• The Five-Factor Model Five-Factor Model is the most commonly used by marketers and identifies five basic traits that are formed by genetics and early learning..

2.2. Single Trait ApproachSingle Trait Approach

• Consumer EthnocentrismConsumer Ethnocentrism• Need for CognitionNeed for Cognition• Consumers’ Need for UniquenessConsumers’ Need for Uniqueness

PersonalityPersonalityThe Five-Factor Model of The Five-Factor Model of PersonalityPersonality

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PersonalityPersonalityThree additional traits:Three additional traits:1.1. Consumer EthnocentrismConsumer Ethnocentrism

2.2. Need for Cognition (NFC)Need for Cognition (NFC)

3.3. Consumers’ Need for UniquenessConsumers’ Need for Uniqueness

The Use of Personality in marketing The Use of Personality in marketing PracticePractice

Dimensions of Brand PersonalityDimensions of Brand Personality

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The Use of Personality in Marketing The Use of Personality in Marketing PracticePractice

Three important advertising tactics:Three important advertising tactics:1.1. Celebrity EndorsersCelebrity Endorsers

2.2. User ImageryUser Imagery

3.3. Executional FactorsExecutional Factors

Communicating Brand Personality

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

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EmotionEmotion

PPleasureleasure AArousalrousal DDominanceominance

Dimensions of Emotion

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