CONSUMER BEHAVIOR

Session 6
• Chapter 10: Motivation, Personality, Emotion
 Our plan today

1. Chapter 10: Motivation, Personality, Emotion

2. Reminder
3. Q&A for assignments 3 & 4
 Chapter 10
Motivation, Personality, Emotion
Internal Influences
 Learning Objectives

L01 Define motivation and summarize the motivation sets put forth by Maslow and
McGuire

L02 Articulate motivation’s role in consumer behavior and marketing strategy

L03 Define personality and the various theories of personality

L04 Discuss how brand personality can be used in developing marketing strategies

L05 Define emotions and list the major emotional dimensions

Discuss how emotions can be used in developing marketing strategies

L06
 The Nature of Motivation
• Motivation is the reason for behavior.

➢ Why do you join our class today?

• People do not buy products. Rather they buy solutions to problem or motive satisfaction!

➢ What have you bought recently and why?

• A motive is a construct representing an unobservable inner force that stimulates and

compels a behavioral response and provides specific direction to that response.

• There are numerous theories of motivation, and many of them offer useful insights for the
marketing manager.
 The Nature of Motivation
Two useful motivation theories:
1. Maslow’s Hierarchy of Needs
• A macro theory designed to account for most human behavior in general terms.
2. McGuire’s Psychological Motives
• A detailed set of motives used to account for specific aspects of consumer
behavior.
Maslow’s Hierarchy of Needs
1. All humans acquire a similar set of
motives.
2. Some motives are more
basic/critical than others.
3. The more basic motives must be
satisfied to a minimum level before
other motives are activated.
4. As each motive in the hierarchy is
satisfied, the next more advanced
motive comes into play.

➢Do you:
✓Live to eat?
✓Eat to live?
 Which Need?

https://www.youtube.com/watch?v=Ed8lM5l0Nbs&t=11s
 Which Need?

https://www.youtube.com/watch?v=XcbSCnUXOkk
 McGuire’s Psychological Motives
16 motives grouped into 4 areas

Mental activities, Emotions, feelings and

processes and meaning personal goals

1 3
Cognitive growth Affective growth

2
4
Cognitive
Affective preservation
preservation
 McGuire’s Psychological Motives
Explanation of the 4 areas

1. Cognitive Growth:
➢Definition: wanting to learn new things and expand your knowledge.
➢Example: learning about AI because you're curious and want to know its impact on human activities.
2. Cognitive Preservation:
➢Definition: wanting to stick to what you already know and reinforcing your current understanding.
➢Example: watching documentaries in your favorite subject area to deepen your existing knowledge.
3. Affective Growth:
➢Definition: seeking new emotional and aesthetic experiences.
➢Example: watching emotional movies to explore new feelings.
4. Affective Preservation:
➢Definition: wanting to maintain emotional stability and stick to familiar emotional experiences.
➢Example: listening to your favorite comforting music that always makes you happy.
 McGuire’s Psychological Motives
The characteristics of motives
1. Internal vs. External:
➢ Internal: Your personal thoughts and desires drive your motives. For example,
you want to learn something because you're genuinely curious.
➢ External: Motives are influenced by outside factors, like what society expects
or what others around you are doing. For example, you learn something just to
fit in with a group.
2. Passive vs. Active:
➢ Passive: You're more of an observer, taking in information without actively
seeking it. For example, you are watching Tik Tok videos without a specific goal
in mind but to kill boredom.
➢ Active: You purposefully seek out information or experiences based on your
interests. For example, you actively decide to watch “Dung lam trai tim anh
dau” (Son Tung MTP) because you’ve heard that it's amazing.
 McGuire’s Psychological Motives
1. Cognitive preservation motives or needs
Consistency The need for internal equilibrium or balance.
Causation The need to determine who or what cause the things that happen to us
Categorization The need to establish categories or mental partitions that provide frames of reference.
Cues The need for observable cues or symbols that enable us to infer what we feel and know.
2. Cognitive growth motives or needs
Independence The need for a feeling of self-governance or self-control.
Novelty The need for variety and difference.
Teleogical The need to achieve desired outcomes or end states.
Utilitarian The need to learn new information to solve problems.

3. Affective preservation motives or needs

Tension reduction The need to reduce stress
Self-expression The need to express self-identity to others.
Ego-defence The need to defend or protect our identities or egos.
Reinforcement The need to act in such a way that others will reward us.
4. Affective growth motives or needs
Assertion The need to increase self-esteem
Affiliation The need to develop mutually satisfying relationships with others
Identification The need to adopt new roles.
Modelling The need to base behaviors on those of others
 The Need For Consistency
• A desire is to have facets (attitude, opinion, self-image, behaviors, views of others)
of oneself consistent with each other
• MKT strategy: consistent application in each element of marketing mix (4Ps or 7Ps)
 The Need For Attribute (Causation)
• The need to determine who or what causes the things that happen to us:
➢ Internal attribute
➢ External attribute
• Attribute theory: meaning assigned to a person’s behavior, e.g., sales person’s advice,
advertising message...
• Marketing strategy: increasing credibility of message, e.g., using experts, celebrities...
 The Need To Categorize
• Need to be able to categorize and organize information and experiences in some
meaningful and manageable way.
• Marketing application: categorizing different prices for different categories of goods.
 The Need For Cues
• Motives reflect our need for observable cues or symbols, to enable us to infer
what is felt and known.
• Marketing strategy: designing for brand desired image, using celebrity
endorsement...etc
 The Need For Independence
• Need for independence or feeling of self-
governance is derived from a need to establish a
sense of self-worth and self-actualization.
• Marketing implication: many brands use this as
emotional benefits for their products.
 The Need For Novelty
• People often seek variety and differences
simply out of a need for novelty.
• Marketing implication:
➢ New experiences
➢ New product
➢ Brand extension
 Teleological Need
• Propels individual to prefer movies, television programs and books with outcomes that
match their view of how the world should work.
• Marketing implication:
➢ Fit/display your product into the world consumers want, e.g., Audi car in 007 movies
➢ Movie example: Good characters always win over bad ones
 Utilitarian Need
• Consumers are problem solvers and
approach situations in a way of
gaining useful information or new
skills, e.g., watching movie and
learning about fashion.
• Marketing implication: advertising as
source of learning for consumers’
future decisions or current use
 The Need For Tension Reduction
• We encounter situations that cause stress hence being motivated to find ways to reduce it.
• Marketing implication: offering products or services that reduce tension.
 The Need For Self-expression
• The need to express one’s identity to others.
➢ Product that is “conspicuously consumed”
➢ Clothes, jewelry, cars, etc. allow customers
to express their identity
 The Need For Ego-defence
The need to defend our identity or ego, using defensive behaviors and attitudes, when it
is threatened.

https://www.youtube.com/watch?v=lGVAe1Oq71I
 The Need For Reinforcement
• People are quite often motivated to act in certain ways because they are rewarded for
doing so.
• Marketing implication: often seen in products used in public situations
 The Need For Assertion
• Reflects the desire to engage in those types of activities that will bring about an increase
in self-esteem, as well as esteem in the eyes of others.
• Marketing application: membership classification, exclusive status...
 The Need For Affiliation
The need to develop mutually helpful and satisfying relationship with others and to
share with and be accepted by others.

https://www.youtube.com/watch?v=P7ADWd9Psag
 The Need For Identification
• Pleasure for adding new, satisfying roles, and by increasing the significant roles already
adopted.
• Mercedes using Federer as a ‘tennis legend’, ‘international superstar’ and ‘father’
 The Need For Modelling
• Tendency to base behavior on that of others.
• Marketers use this motive by showing successful people to influence the consumer
behavior.
Motivation Theory & Marketing Strategy
Manifest and Latent Motives in a Purchase Situation
Motivation Theory & Marketing Strategy
Manifest and Latent Motives in a Purchase Situation
 Motivation Theory & Marketing Strategy
Marketing Strategy Based on Multiple Motives

• Involvement is a motivational state caused by consumer perceptions that a product, brand, or

advertisement is relevant or interesting.

• Consumer involvement increases attention, analytical processing, information search, and

word of mouth.

https://www.youtube.com/watch?v=qputYVzxMCk
 Motivation Theory & Marketing Strategy
Marketing Strategies Based on Motivation Conflict
Three types of motivational conflict:
1. Approach-Approach Motivational Conflict
• A choice between two attractive alternatives (e.g., having enough money to buy either
a pair of shoe or a dress but wanting both of them)
2. Approach-Avoidance Motivational Conflict
• A choice with both positive and negative consequences (e.g., dyeing hair)
3. Avoidance-Avoidance Motivational Conflict
• A choice involving only undesirable outcomes (e.g., paying to buy new laptop/repair
broken laptop)

What should brands do to help consumers resolve these conflicts?

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

➢ Personality of the consumer guides and directs the behavior chosen to accomplish goals in
different situations.

https://www.16personalities.com/free-personality-test
 Use Of Personality In Marketing Practice
➢ Brand image is what people think of and feel when they hear or see a brand name. It reflets
the brand personality.

➢ Brand personality is a set of human characteristics that become associated with a brand and
are a particular type of image that some brands acquire.
 Use Of Personality In Marketing Practice
Communicating Brand Personality
Three important advertising tactics:

1. Celebrity endorsers

2. User imagery (who/what type of person might use the product/brand)

3. Executional factors

https://www.youtube.com/watch?v=dMRQ5aet2yo https://www.youtube.com/watch?v=ov4v4L9ElwM https://www.youtube.com/watch?v=S1ZZreXEqSY

 Emotion
Emotion is the identifiable specific feeling and affect to refer to the liking/disliking aspect of the
specific feeling.
Emotions are strong, relatively uncontrolled feelings that affect behavior:
➢ They are strongly linked to needs, motivation, and personality.
➢ Unmet needs create motivation which is related to the arousal component of emotion.
➢ Personality also plays a role, e.g., some people are more emotional.
 Emotion
3 Dimensions of Emotions

Pleasure relates to the positive quality

of an emotional experience in terms
of how pleasurable it is (how it makes
us feel).

Arousal relates to the intensity or

energy level of an emotion (how
intense it is).

Dominance refers to the level of

control or power an emotion gives an
individual in a situation (the sense of
control it provides us).
 Emotion & Marketing Strategy
➢ Emotion arousal as a product benefit
• Consumers actively seek products whose primary or
secondary benefit is emotion arousal.
• Gratitude or the emotional appreciation for benefits
received is a desirable consumer outcome that can lead to
increased consumer trust and purchases.
➢ Emotion reduction as a product benefit
• Marketers design or position many products to prevent or
reduce the arousal of unpleasant emotions.
➢ Emotion in advertising

• Emotional content in ads can enhance attention, attraction,

liking of the ad itself and may increase brand preference.

➢ Unsung Hero:
https://www.youtube.com/watch?v=uaWA2GbcnJU
Reminder

• Continue working on
assignment 3
• Start working on
assignment 4
• Join guest speaker’s
sharing session next week
Assignment Consultation