Motivation, Personality & Emotions
Dr. Rohit Vishal Kumar Reader, Department of Marketing Xavier Institute of Social Service Ranchi - 834001
Motivation
Motivation
Motivation:
It is the reason for any behaviour either consumer or otherwise It is a construct representing an unobservable inner force that stimulates and compels a behavioural response and provides specific direction to that response
Motive:
Maslows Hierarchy of Needs
Five Levels of Needs
Physiological Needs Safety Needs Social Needs Esteem Needs Self Actualization Needs
An individual first fulfills the baser needs and then progresses to higher level needs Manifestation of need may be different in different culture
Germany (Self Actualization):
Washing a self owned luxury car with mineral water
India (Self Actualization)
Giving up worldly wealth for religion
McGuires Psychological Motive
16 categories of basic motives divided in to 4 groups Based on 4 categories on two broad Criteria
Mode of Motivation: Cognitive / Affective
Cognitive motive focuses on a persons needs for being oriented towards the environment and achieving a sense of meaning Affective motive focuses on achieving a satisfaction state
Focus on: Status Quo / Growth
Preservation motive focuses on achieving a state of equilibrium Growth motive emphasizes development
Further subdivided using two more criteria
Source for Behaviour:
Actively Initiated Response to Environment
Objective of Motive:
New Internal State New External Relationship
McGuires Psychological Motive
Cognitive Preservation Motive
Need for Consistency (Active, Internal)
Desire to have all parts of self consistent with each other
Need for Attribution (Active, External)
Desire to understand the reason for what is happening to us
Need to Categorize (Passive, Internal)
Need for understanding information in a meaningful way
Need for Objectification (Passive, External)
Need for hints to understand what people know and feel
Cognitive Growth Motive
Need for Autonomy (Active, Internal)
The need for individuality and independence
Need for Stimulation (Active, External)
The need for variety seeking behaviour
Telological needs (Passive, Internal)
Need to modify environment to suit a persons perception
Utilitarian Needs (Passive, External)
The need to approach any problem logically and rationally
McGuires Psychological Motive
Affective Preservation Motive
Need for Tension Reduction (Active, Internal) Need for Expression (Active, External) Need for Ego Defense (Passive, Internal) Need for Reinforcement (Passive, External) Need for Assertion (Active, Internal) Need for Affiliation (Active, External) Need for Identification (Passive, Internal) Need for Modeling (Passive, External)
Affective Growth Motives
Purchase Motives
Manifest Motives:
Motives that are known and freely admitted Motives which conform to social norms may be more manifest EG: I Should have a Nokia Phone Motives that are either unknown or the person is reluctant to admit They are not readily expressed EG: Wearing a Stiletto makes me appear more sexy
Latent Motives:
Discovering Purchase Motives
Projective Techniques Laddering Benefit Chain
Marketing Communications normally done on multiple motives
Motivational Conflicts
Approach Approach Conflict
When the customer has to choose between two alternatives both of which are equally attractive EG: Buying a Nokia Phone or Buying an Apple iPod When the customer has to choose between two alternative one of which is attractive and the other is unattractive EG: Joining VLCC to loose weight and stop eating ice-cream When the customer has to choose between two alternative both of which are unattractive EG: Repair an old washing machine or buy a new one
Approach Avoidance Conflict
Avoidance Avoidance Conflict
Personality
What is Personality?
Personality is an individuals characteristics response tendency across similar situations Five Factor Model of Personality
Extroversion
Prefer Large Group / Talkative / Bold
Instability
Moody / Temperamental / Touchy
Agreeableness
Sympathetic / Kind / Polite
Openness to Experience
Imaginative / Appreciative / Find Novel Situations
Conscientiousness
Careful / Precise / Efficient
The model finds most use in marketing and has been validated in Bargaining, Compulsive Shopping and Complaints
Brand Personality
Is defined as the set of human characteristics that become associated with a brand Key aspects:
Consumers readily assign human characteristics to brand even if the brand is not managed or characteristics are not wanted by marketers Brand Personalities creates expectations about key characteristics, performance, benefits and related services Brand Personalities offer the basis for long term relationship with a brand
Emotions
What are Emotions?
Emotions are relatively strong, uncontrolled feelings that affect behaviour Features of Emotions
Are generally triggered by external forces Are accompanied by physiological changes Emotions are generally accompanied by non cognitive thoughts Emotions have associated behaviours Emotions are attached with subjective feelings
PAD Theory of Emotions
Pleasure
Duty Faith Pride Affection Innocence Gratitude Serenity Desire Joy Competence
Arousal
Interest Hypo-Activism Activation Surprise Dj Vu Involvement Distraction Playfulness Contempt -
Dominance
Conflict Guilt Helplessness Sadness Fear Shame Anger Hyper-Activism Disgust Skepticism
Emotions & Marketing
Emotion Arousal:
Products are sold by using emotional triggers EG: Casino, Amusement Parks, Disney Products are also sold to reduce negative emotions EG: Alcohol, Sleeping Pills,
Emotion Reduction:
Marketers are increasingly using emotions to sell products
Emotion enhances attention to an advertisement Emotional messages are processed more effectively Emotional Advertisement is remembered better There is increase in brand preference Emotions may lead to strong brand liking
Thank You
