L16 Personality Emotion
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Transcript of L16 Personality Emotion
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CHAPTER
10
MOTIVATION,
PERSONALITY,
AND EMOTION
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Personality
Personal i tyis an individuals
characteristic response tendencies
across similar situations.
While motivationsare the
energizing and directing force that
makes consumer behavior
purposeful and goal directed, thepersonalityof the consumer guides
and directs the behavior chosen to
accomplish goals in different
situations.
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Personality
1. Mu lt it rait Approach
TheFive-Facto r Model is the most commonly used by
marketers and identifies five basic traits that are formed
by genetics and early learning.
2. Single Trai t App roach-Most relevent
Consumer Ethnocentr ism
Need for Cogni t ion
Consumers Need for Uniqueness
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Personality
The Five-Facto r Model of Perso nality
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Personality
Examp les of Single-Trait Theories
Vanity Trait
Anxiety
Locus of
Control
Sensation
Seeking
CompulsiveBuying
Mater ial ism Af fectI ntensity
Self-
Monitoring
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Personality
Three additional traits:
1. Consumer Ethnocen tr ism
Reflects an individual difference in consumers
propensity to be biased against the purchase of foreign
products.2. Need fo r Cogn it ion (NFC)
Reflects an individual difference in consumers
propensity to engage in and enjoy thinking.
3. Consumers Need for Uniqueness Reflects an individual difference in consumers
propensity to pursue differentness relative to others
through the acquisition, utilization, and disposition of
consumer goods.
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The Use of Personality in Marketing
Practice
Other times,
consumers use
products to bolsteran area of their
personality where
they feel weak.
Sometimes
consumers chooseproducts that fit
their personality.
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Brand imageis what people think of and feel
when they hear or see a brand name.
Brand personali ty is a set of human
characteristics that become associated with a
brand and are a particular type of image that
some brands acquire.
The Use of Personality in Marketing
Practice
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The Use of Personality in marketing
Practice
Dimensions of B rand Personal i ty
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The Use of Personality in Marketing
Practice
Three important advertising tactics:
1. Celeb rit y Endorsers
2. User Imagery-Images of user act iv it ies wi th the
brand.
3. Execut ional Factors-Tone (Ser iuos/Light),typeface,
pace of ad, chosen media
Communicating Brand Personality
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Emotion
Emot ionis the identifiable specific feeling, and affect is
the liking/disliking aspect of the specific feeling.
Emotionsare strong, relatively uncontrolled feelings that
affect behavior.
They are strongly linked to needs, motivation, and
personality.
Unmet needs create motivation which is related tothe arousal component of emotion.
Personality also plays a role, e.g., some people are
more emotional than others, a consumer trait referred
to as affect intensity.10-11
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Emotion
Nature of Emo t ions
Source: Adapted with permission from M. B. Holbrook and R. Batra, Assessing the Role of Emotions on Consumer Response to Advertising, Journal of Consumer Research,
December 1987, pp. 404-20. Copyright 1987 by the University of Chicago. 10-12
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Emotions and Marketing Strategy
Consum er Coping in Product and Serv ice Encoun ters
Active coping-finding ways to solve the problem
Expressive support seeking-venting emotions
Avoidance-self denial
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Emotions and Marketing Strategy
Emot ion in Adv er t is ing
Emotional content in ads can enhance attention,
attraction, and maintenance capabilities.
Emotional messages may be processed morethoroughly due to their enhanced level of arousal.
Emotional ads may enhance liking of the ad itself.
Repeated exposure to positive-emotion-eliciting ads
may increase brand preference through classical
conditioning.
Emotion may operate via high-involvement processes
especially if emotion is decision relevant.
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