Marketing 334 Consumer Behavior
Chapter 10 Motivation, Personality, and Emotion
Based on Consumer Behavior, 10th edition by Hawkins, Mothersbaugh and Best
The Nature of Motivation
Motivation is the reason for behavior. A motive is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.
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The Nature of Motivation
Two useful motivation theories:
1. Maslows Hierarchy of Needs
2.
A macro theory designed to account for most human behavior in general terms. A fairly detailed set of motives used to account for specific aspects of consumer behavior.
McGuires Psychological Motives
Nature of Motivation
McGuires Psychological Motives 1. Cognitive Preservation Motives
Need for Consistency (active, internal)
Need for Attribution (active, external) Attribution Theory
Need to Categorize (passive, internal)
Need for Objectification (passive, external)
Nature of Motivation
McGuires Psychological Motives 2. Cognitive Growth Motives
Need for Autonomy (active, internal)
Need for Stimulation (active, external)
Teleological Need (passive, internal)
Utilitarian Need (passive, external)
Nature of Motivation
McGuires Psychological Motives 3. Affective Preservation Motives
Need for Tension Reduction (active, internal)
Need for Expression (active, external)
Need for Ego Defense (passive, internal)
Need for Reinforcement (passive, external)
Nature of Motivation
McGuires Psychological Motives 4. Affective Growth Motives
Need for Assertion (active, internal)
Need for Affiliation (active, external)
Need for Identification (passive, internal)
Need for Modeling (passive, external)
Motivation Theory and Marketing Strategy
Latent and Manifest Motives in a Purchase Situation
Motivation Theory and Marketing Strategy
Hedonic Shopping Motives
1. 2. 3. 4. 5. 6. Adventure Shopping Social Shopping Gratification Shopping Idea Shopping Role Shopping Value Shopping
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Motivation Theory and Marketing Strategy
Marketing Strategies Based on Motivation Conflict Three types of motivational conflict:
1. Approach-Approach Motivational Conflict A choice between two attractive alternatives A choice with both positive and negative consequences A choice involving only undesirable outcomes 2. Approach-Avoidance Motivational Conflict
3. Avoidance-Avoidance Motivational Conflict
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Personality
Personality is an individuals characteristic response tendencies across similar situations.
Personality
1. Multitrait Approach
The Five-Factor Model is the most commonly used by marketers and identifies five basic traits that are formed by genetics and early learning. Consumer Ethnocentrism Need for Cognition Consumers Need for Uniqueness
2.
Single Trait Approach
Personality
The Five-Factor Model of Personality
Personality
Three additional traits:
1. Consumer Ethnocentrism
2. Need for Cognition (NFC) 3. Consumers Need for Uniqueness
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The Use of Personality in marketing Practice
Dimensions of Brand Personality
The Use of Personality in Marketing Practice
Communicating Brand Personality
Three important advertising tactics:
1. Celebrity Endorsers
2.
3.
User Imagery
Executional Factors
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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
Emotion
Dimensions of Emotion
Pleasure Arousal Dominance
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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
