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30 views35 pages

C3

Uploaded by

Duy Tran
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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You are on page 1/ 35

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Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall


The Motivation Process

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 2 of 35


Needs and Goals

• Needs
– Physiological
– Psychological
• Goals
– Generic
– Product-specific

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 3 of 35


Application: Goals

Discussion Questions

What is the generic goal?

What is the product-


specific goal?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 4 of 35


Motivations: Technology Use

Motivations of Bloggers
(1)self-expression
(2)documenting one’s life
(i.e., keeping a diary)
(3)identifying other
influential bloggers

What motivates you to share information on Facebook? To blog?


Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 5 of 35
Need Arousal and Selecting Goals

Need Arousal Selecting Goals


• Internal stimuli • Factors
• Emotional or cognitive – personal experiences and
processes knowledge
– physical capacity
• External stimuli
– cultural norms and values
– goal accessibility
• Approach objects
• Avoidance objects

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 6 of 35


Needs and Goals

• Needs and goals are interdependent


• Needs are never fully satisfied
• New needs emerge as old ones are satisfied
• Success and failure influence goals

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 7 of 35


e d
fi n
e
D Frustration and Defense
Mechanisms

Frustration is the feeling that results


from failure to achieve a goal, and
defense mechanisms are cognitive
and behavioral ways to handle
frustration.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 8 of 35


Defense Mechanisms

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 9 of 35


Which Defense Mechanism is used?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 10 of 35


Psychogenic Needs: Murray and Edwards

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 11 of 35


Advertising appeals – Need for achievement

Tiger Crystal Vietnam Advertisement:


https://www.youtube.com/watch?v=Dks_WNTJ3lI
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 12 of 35
To which need does this ad appeal?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 13 of 35


Maslow’s Hierarchy of Needs

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 14 of 35


To Which of Maslow’s Needs Does This Ad Appeal?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 15 of 35


Nurturance, Love and Belonging

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 16 of 35


Trio of Needs

• Power
• Affiliation
• Achievement

Which of the trio of


needs does the ad
appeal to?

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 17 of 35


Freudian Psychoanalytic Approach: deeply-
rooted motivation

Strong Symbolic
inhibitions meanings
Actions that you
Men’s relationship
can’t stop
with car
Ex: love mom’s
Women with
cook, women Subconscious baking
find men who
Mind Mothers buy
are similar to
Barbie doll
their fathers

Complex and Surrogate


unclear motives behaviors
Can’t simply ask Want change  cut hair, color hair
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 18 of 35
Abercrombie & Fitch

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 19 of 35


We all want to be
different, but we
can’t spell it out.
We buy Apple to be
Different
(Subconscious mind)
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 20 of 35
Discussion Questions

• What are three types of products related to


more then one level of Maslow’s Hierarchy
of Needs?

• Give examples of ads that communicate


based on Psychogenic needs of Murray and
Edwards

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 21 of 35


The Measurement of Motives

• Self reports
• Qualitative Research
• Motivational Research

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 22 of 35


Motivational Research
• Dr. Ernest Dichter
• Based on Sigmund
Freud’s psychoanalytic
theory of personality
– Unconscious needs are at
the heart of human
motivation and personality
– Drives are likely to be
biological and sexual

How would an advertiser


use this information?
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 23 of 35
Theories of Personality

• Freudian theory

• Neo-Freudian personality theory: environment plays


crucial role in shaping one’s personality
• Karen Horney research: compliant, aggressive, detached
• Trait theory: departure from quantitative research

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 24 of 35


Innovativeness
MOTIVATIONAL FACTORS

1. Functional factors reflect interest in the


performance of an innovation.
2. Hedonic factors relate to feeling gratified by using
the innovation.
3. Social factors reflect the desire to be recognized
by others because of one’s pursuit of innovations.
4. Cognitive factors express the mental stimulation
experienced by using an innovation.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 25 of 35


Innovativeness
• Motivational factors
• Levels of innovativeness
– Global innovativeness—a trait that exists independent of
any product-related context and represents the “very
nature” of consumers’ innovativeness
– Domain-specific innovativeness—a narrowly defined
activity within a specific domain or product category
– Innovative behavior—actions or responses that indicate
early acceptance of change and adoption of innovations
(e.g., being among the first to purchase new and
different products or services).

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 26 of 35


e d
fi n
e
D Personality
The inner psychological characteristics
(the specific qualities, attributes,
traits, factors, and mannerisms that
distinguish one individual from other
individuals) that both determine and
reflect how we think and act.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 27 of 35


Personality
• Dogmatism is one’s degree of rigidity—the opposite of being
open-minded—toward information and opinion contradictory
to one’s beliefs and views (i.e., closed-mindedness).
Dogmatic individuals are less likely to be innovators.
• Social character describes an individual’s inner or other-
directedness. Inner-directed consumers rely on their own
inner values or standards in evaluating new products and are
likely to be consumer innovators. Conversely, other-directed
consumers look to others for guidance as to what is
appropriate or inappropriate and are unlikely to be consumer
innovators.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 28 of 35


Personality
• Need for uniqueness is defined as an individual’s pursuit of
differentness relative to others that is achieved through
the acquisition of consumer goods in order to enhance
one’s personal and social identity.
• Optimum stimulation level (OSL) is the degree to which
people like novel, complex, and unusual experiences (i.e.,
high OSL) or prefer a simple, uncluttered, and calm
existence (i.e., low OSL).
• Sensation seeking is one’s need for varied, novel, and
complex sensations and experiences, and the willingness
to take risks for the sake of such experiences.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 29 of 35


Personality
• Variety and novelty seeking consists of:
– Exploratory purchase behavior includes switching brands to
experience new, different, and possibly better alternatives.
– Vicarious exploration consists of gathering information about
new and different product alternatives and contemplating
buying them.
– Use innovativeness means using an already adopted product in
a new or novel way.

• Need for cognition (NFC) measures a person’s craving


for or enjoyment of thinking

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 30 of 35


Other Personality Factors

• Visualizers vs.
Verbalizers
• Materialism
• Ethnocentrism

Is the ad trying to appeal


to visualizers or
verbalizers? Explain.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 31 of 35


Brand Personality Framework

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 32 of 35


Discussion Questions

How are possessions an extension of the self?


•Possessions represent an extension of the self:
1. Actually, by allowing the person to do things that otherwise would
be very difficult or impossible to accomplish (e.g., problem solving by
using a computer).
2. Symbolically, by making the person feel better (e.g., being
considered the “best dressed” at work).
3. Conferring status or rank, for example, among collectors of rare
works of art because of the ownership of a particular masterpiece).
4. Feelings of immortality because of leaving valuable bequests after
death.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 33 of 35


Discussion Questions

How do consumers use self-altering products?

Consumers use self-altering products to


express their new selves or take on the
appearances of particular types of people
(e.g., a military person, physician, business
executive, or college professor).

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 34 of 35


Discussion Questions

What are the two types of vanity? How does vanity shape
consumption behavior?
•Researchers discovered two types of vanity: (1) physical vanity,
which is excessive concern with or inflated view of one’s physical
appearance; and (2) achievement vanity, which is excessive
concern with or inflated view of one’s personal achievements.
•Vain consumers: (1) are a lucrative market for personal care and
beauty products; (2) welcome promotional messages showing
that they attract others’ attention; and (3) are receptive to
promotional messages featuring personal achievement.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 35 of 35

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