MC Guire

CHAPTER TEN
Motivation, Personality, and Emotion

McGraw-Hill/Irwin
Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
1.
Understand the nature of motivation, the role it plays in consumer behavior and how marketers can use motives in developing marketing strategy. Understand the approaches to determining which motives are behind the purchase of products and brands as well as the difficulties in making such determinations. Understand the nature of personality, the role it plays in the consumption process and how marketers can use personality in developing marketing strategy. Understand the nature of emotion, the role it plays in the consumption process and how marketers can use emotion in developing marketing strategy.
2.
3.
4.
CHAPTER
10
Motivation
Motivation energizing force that
activates behavior and provides purpose and direction to that behavior. ~ The reason for behavior.
Motive construct representing an

unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response. ~ Why we do things.
CHAPTER
10
Maslows Hierarchy of Needs

Four Premises: All humans acquire a similar set of motives through genetic endowment and social interaction. Some motives are more basic or critical than others. The more basic motives must be satisfied to a minimum level before other motives are activated. As the basic motives become satisfied, more advanced motives come into play.
CHAPTER
10
Maslows Motive Hierarchy

5.
Advanced
4.
Self-actualization: This involves the desire for selffulfillment, to become all that one is capable of becoming. Esteem: Desires for status, superiority, self-respect, and prestige are examples of esteem needs. These needs relate to the individuals feelings of usefulness and accomplishment. Belongingness: Belongingness motives are reflected in a desire for love, friendship, affiliation, and group acceptance. Safety: Feeling physical safety and security, stability, familiar surroundings, and so forth are manifestations of safety needs. They are aroused after physiological motives are minimally satisfied, and before other motives. Physiological: Food, water, sleep, and to a limited extent, sex, are physiological motives. Unless they are minimally satisfied, other motives are not activated.
3. 2.
1.
Basic
CHAPTER
10
Marketing Strategies and Maslows Hierarchy
CHAPTER
10
McGuires Psychological Motives

Classification System with 16 categories Two criteria determine 4 major categories:
Is mode of motivation cognitive or affective? Is the motive focused on preservation or growth? Four categories subdivided further: Is the behavior initiated or a response? Is this behavior internal or external?
CHAPTER
10
McGuires Cognitive Motives

Cognitive Preservation Motives

Need for Consistency (active, internal) Need for Attribution (active, external) Need to Categorize (passive, internal) Need for Objectification (i.e., cues) (passive, external)
Cognitive Growth Motives

Need for Autonomy (i.e., Independence) (active,
internal) Need for Stimulation (active, external) Teleological Need (i.e., desired outcomes or end states) (passive, internal) Utilitarian Need (i.e., problem solvers) (passive, external)
CHAPTER
10
McGuires Affective Motives

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) Affective Growth Motives: Need for Assertion (active, internal) Need for Affiliation (active, external) Need for Identification (passive, internal) Need for Modeling (passive, external)
CHAPTER
10
10
Discovering Purchase Motives
Manifest motives are those that are

known and acknowledged. Latent motives are those that are either unknown to the customer or ones that the customer are reluctant to acknowledge. Researching latent motives often requires use of projective techniques.
CHAPTER
10
11
Latent and Manifest Motives
CHAPTER
10
12
Motivation Research Techniques
CHAPTER
10
13
Projective Technique Example
What do you think of the new software that the company installed?
I havent used it much yet, but...
CHAPTER
10
14

Someone who drinks hot tea is
______________. Tea is good to drink when __________________. Making hot tea is _________________________. My friends think tea is _____________________.
CHAPTER
10
15

Results of a word association test with alternative brand names for a new fruit-flavored sparkling water drink included the following: Possible Brand Name Ormango Tropical Fruit Orange Sparkle Paradise Passion Associated Words Green, tart, jungle Juice, sweet, island Light, bubbly, cool Fruity, thick, heavy
CHAPTER
10
16
Means-End Analysis
The benefit chain or laddering technique
(based on Means-End Theory) seeks a deeper understanding of how product attributes are associated with personal beliefs and goals. Thus, it provides insights into why the customer thinks various benefits are important. Knowing why customers care about certain attributes may suggest the kinds of quality improvements that will be most meaningful to customers.
CHAPTER
10
17
Here is a typical chain or ladder obtained

from a secretary discussing why she would prefer to use an overnight package delivery service that has drop boxes available:
Drop Box Convenient Save Time Can Do More Personal Satisfaction Accomplishment Self-Esteem
CHAPTER
10
18
Most Ads appeal to Multiple Motives
CHAPTER
10
19
Motivation Conflict
Approach-Approach Conflict choice
between 2 attractive alternatives. Approach-Avoidance Conflict both + and consequences in purchase of particular product. Avoidance-Avoidance Conflict choice between 2 undesirable alternatives.
CHAPTER
10
20
Do marketers create needs?

CHAPTER
10
21
Personality
Personality is an individuals characteristic
response tendencies across similar situations. A consistent repeated pattern of behavior is what constitutes personality. Personality theories can be categorized as either individual or social learning theories, however, many people believe that a combination of both individual characteristics (genetics) and social learning (environment) impact personality. Consumers tend to purchase products with personalities similar to their own. OR Products that strengthen an area the consumer feels weak in.
CHAPTER
10
22
Personality Theory
Two Common Assumptions: All individuals have internal characteristics or traits Consistent and Measurable differences between individuals
CHAPTER
10
23
Need For Cognition (NFC)

Individuals differ in their tendency to
engage in and enjoy thinking. High-NFC individuals intrinsically enjoy thinking, whereas low-NFC individuals tend to avoid effortful cognitive work. Research indicates an individuals level of NFC affects many facets of his/her consumption behavior.
CHAPTER
10
24
The Five-Factor Model of Personality
CHAPTER
10
25
Dimensions of Brand Personality
CHAPTER
10
26
Brand personality
Describe the personality of the following: Arizona Iced Tea Intel Blockbuster Video Wal-Mart Toyota Dr. Pepper Aquafina Seiko Texas Instruments Nordstroms
CHAPTER
10
27
The Nature of Emotions

Emotions are strong, relatively uncontrolled feelings that affect our behavior.
CHAPTER
10
28
Emotions and Marketing Strategy

Emotion arousal as a product benefit Emotion reduction as a product benefit Emotion in advertising
Emotional Arousal More Processing of Ad Emotional Ads May be Remembered Better Positive Emotion Positive Attitude
Toward the Ad Toward the Brand Positive Attitude
Emotions are often Classified Along the

Dimensions of Pleasure, Arousal Dominance.
CHAPTER
10
29
Measuring Emotional Arousal

Emotional Measurement System
Developed by BBDO 26 emotions triggered by ads Galvanic Skin Response Small electrodes that monitor the skin Lie detector test
CHAPTER
10

MC Guire

Uploaded by

Copyright:

Available Formats

MC Guire

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

MC Guire

Uploaded by

Copyright:

Available Formats

CHAPTER TEN

Motivation, Personality, and Emotion

Motive construct representing an

Maslows Hierarchy of Needs

Maslows Motive Hierarchy

Marketing Strategies and Maslows Hierarchy

McGuires Psychological Motives

McGuires Cognitive Motives

Cognitive Growth Motives

McGuires Affective Motives

Discovering Purchase Motives

Manifest motives are those that are

Latent and Manifest Motives

Motivation Research Techniques

Projective Technique Example

I havent used it much yet, but...

Projective Technique Example

Projective Technique Example

Here is a typical chain or ladder obtained

Most Ads appeal to Multiple Motives

Do marketers create needs?

Need For Cognition (NFC)

The Five-Factor Model of Personality

Dimensions of Brand Personality

The Nature of Emotions

Emotions and Marketing Strategy

Emotions are often Classified Along the

Measuring Emotional Arousal

You might also like

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.