McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

PART III: INTERNAL INFLUENCESPART III: INTERNAL INFLUENCES

10-2

CHAPTERCHAPTER 1010

MOTIVATION, MOTIVATION, PERSONALITY, PERSONALITY, AND EMOTIONAND EMOTION

10-3

Consumer Behavior In The News…Consumer Behavior In The News…

Promoting a car that doesn’t exist?Promoting a car that doesn’t exist?

That’s right!That’s right!

Audi created an ad for the RSQ, a futuristic car Audi created an ad for the RSQ, a futuristic car featured in the movie “I, Robot.”featured in the movie “I, Robot.”

What possessed Audi to do this?What possessed Audi to do this?

Source: J. Halliday, “Audi effort features nonexistent vehicle,” Advertising Age, May 17, 2004, p. 152.10-4

Consumer Behavior In The News…Consumer Behavior In The News…

Promoting a car that doesn’t exist?Promoting a car that doesn’t exist?

What possessed Audi to do this?What possessed Audi to do this?

In a word – PERSONALITY!In a word – PERSONALITY!

Audi execs feel it speaks to Audi’s core Audi execs feel it speaks to Audi’s core strengths including:strengths including:

““cool styling, sophistication, sportiness…”cool styling, sophistication, sportiness…”

Source: J. Halliday, “Audi effort features nonexistent vehicle,” Advertising Age, May 17, 2004, p. 152.10-5

The Nature of MotivationThe Nature of Motivation

MotivationMotivation is the reason for behavior.

A motive 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.

10-6

The Nature of MotivationThe Nature of Motivation

Two useful motivation theoriesTwo useful motivation theories:

1.1. Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs

• A macro theory designed to account for most human behavior in general terms.

2.2. McGuire’s Psychological MotivesMcGuire’s Psychological Motives

• A fairly detailed set of motives used to account for specific aspects of consumer behavior.

10-7

Nature of MotivationNature of Motivation

1. Cognitive Preservation Motives1. Cognitive Preservation Motives1. Cognitive Preservation Motives1. Cognitive Preservation Motives

Need for Consistency (active, internal)Need for Consistency (active, internal)Need for Consistency (active, internal)Need for Consistency (active, internal)

Need for Attribution (active, external)Need for Attribution (active, external)Attribution TheoryAttribution Theory

Need for Attribution (active, external)Need for Attribution (active, external)Attribution TheoryAttribution Theory

Need to Categorize (passive, internal)Need to Categorize (passive, internal)Need to Categorize (passive, internal)Need to Categorize (passive, internal)

Need for Objectification (passive, external)Need for Objectification (passive, external)Need for Objectification (passive, external)Need for Objectification (passive, external)

McGuire’s Psychological MotivesMcGuire’s Psychological Motives

10-8

Nature of MotivationNature of Motivation

2. Cognitive Growth Motives2. Cognitive Growth Motives2. Cognitive Growth Motives2. Cognitive Growth Motives

Need for Autonomy (active, internal)Need for Autonomy (active, internal)Need for Autonomy (active, internal)Need for Autonomy (active, internal)

Need for Stimulation (active, external)Need for Stimulation (active, external)Need for Stimulation (active, external)Need for Stimulation (active, external)

Teleological Need (passive, internal)Teleological Need (passive, internal)Teleological Need (passive, internal)Teleological Need (passive, internal)

Utilitarian Need (passive, external)Utilitarian Need (passive, external)Utilitarian Need (passive, external)Utilitarian Need (passive, external)

McGuire’s Psychological MotivesMcGuire’s Psychological Motives

10-9

Nature of MotivationNature of Motivation

3. Affective Preservation Motives3. Affective Preservation Motives3. Affective Preservation Motives3. Affective Preservation Motives

Need for Tension Reduction (active, internal)Need for Tension Reduction (active, internal)Need for Tension Reduction (active, internal)Need for Tension Reduction (active, internal)

Need for Expression (active, external)Need for Expression (active, external)Need for Expression (active, external)Need for Expression (active, external)

Need for Ego Defense (passive, internal)Need for Ego Defense (passive, internal)Need for Ego Defense (passive, internal)Need for Ego Defense (passive, internal)

Need for Reinforcement (passive, external)Need for Reinforcement (passive, external)Need for Reinforcement (passive, external)Need for Reinforcement (passive, external)

McGuire’s Psychological MotivesMcGuire’s Psychological Motives

10-10

Nature of MotivationNature of Motivation

4. Affective Growth Motives4. Affective Growth Motives4. Affective Growth Motives4. Affective Growth Motives

Need for Assertion (active, internal)Need for Assertion (active, internal)Need for Assertion (active, internal)Need for Assertion (active, internal)

Need for Affiliation (active, external)Need for Affiliation (active, external)Need for Affiliation (active, external)Need for Affiliation (active, external)

Need for Identification (passive, internal)Need for Identification (passive, internal)Need for Identification (passive, internal)Need for Identification (passive, internal)

Need for Modeling (passive, external)Need for Modeling (passive, external)Need for Modeling (passive, external)Need for Modeling (passive, external)

McGuire’s Psychological MotivesMcGuire’s Psychological Motives

10-11

Applications in Consumer BehaviorApplications in Consumer Behavior

The Mercedes-Benz ad provides an excellent example of targeting women high in need for need for assertionassertion

They are competitive achievers, seeking success, admiration, and dominance.

Important to them are power, accomplishment, and esteem. Courtesy Mercedes Benz USA, Inc.

10-12

Motivation Theory and Marketing StrategyMotivation Theory and Marketing Strategy

Latent and Manifest Motives in a Purchase SituationLatent and Manifest Motives in a Purchase Situation

10-13

Motivation Theory and Marketing StrategyMotivation Theory and Marketing Strategy

1.1. Adventure ShoppingAdventure Shopping

2.2. Social ShoppingSocial Shopping

3.3. Gratification ShoppingGratification Shopping

4.4. Idea ShoppingIdea Shopping

5.5. Role ShoppingRole Shopping

6.6. Value ShoppingValue Shopping

Hedonic Shopping Motives

10-14

Motivation Theory and Marketing StrategyMotivation Theory and Marketing Strategy

Three types of motivational conflict:Three types of motivational conflict:

1.1. Approach-Approach Motivational ConflictApproach-Approach Motivational Conflict

• A choice between two attractive alternatives

2.2. Approach-Avoidance Motivational ConflictApproach-Avoidance Motivational Conflict

• A choice with both positive and negative consequences

3.3. Avoidance-Avoidance Motivational ConflictAvoidance-Avoidance Motivational Conflict

• A choice involving only undesirable outcomes

Marketing Strategies Based on Motivation Conflict

10-15

Motivation Theory and Marketing StrategyMotivation Theory and Marketing Strategy

A Regulatory Focus Approach to MotivationA Regulatory Focus Approach to Motivation

10-16

PersonalityPersonality

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

While motivationsmotivations are the energizing and directing force that makes consumer behaviorconsumer behavior purposeful and goal directed, the personalitypersonality of the consumer guides and directs the behavior chosen to accomplish goals in different situations.

10-17

PersonalityPersonality

1.1. Multitrait ApproachMultitrait Approach

• The Five-Factor Model Five-Factor Model is the most commonly used by marketers and identifies five basic traits that are formed by genetics and early learning..

2.2. Single Trait ApproachSingle Trait Approach

• Consumer EthnocentrismConsumer Ethnocentrism

• Need for CognitionNeed for Cognition

• Consumers’ Need for UniquenessConsumers’ Need for Uniqueness

10-18

PersonalityPersonality

The Five-Factor Model of PersonalityThe Five-Factor Model of Personality

10-19

PersonalityPersonality

Examples of Single-Trait TheoriesExamples of Single-Trait Theories

VanityVanity Trait Trait AnxietyAnxiety

Locus of Locus of ControlControl

Sensation Sensation SeekingSeeking

Compulsive Compulsive BuyingBuying

MaterialismMaterialism Affect Affect IntensityIntensity

Self- Self- MonitoringMonitoring

10-20

PersonalityPersonality

Three additional traits:Three additional traits:1.1. Consumer EthnocentrismConsumer Ethnocentrism

• Reflects an individual difference in consumers’ propensity to be biased against the purchase of foreign products.

2.2. Need for Cognition (NFC)Need for Cognition (NFC)• Reflects an individual difference in consumers’

propensity to engage in and enjoy thinking.

3.3. Consumers’ Need for UniquenessConsumers’ Need for Uniqueness• Reflects an individual difference in consumers’

propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods.

10-21

The Use of Personality in Marketing The Use of Personality in Marketing PracticePractice

Other times, Other times, consumers use consumers use products to bolster products to bolster an area of their an area of their personality where personality where they feel weak.they feel weak.

Sometimes Sometimes consumers choose consumers choose products that fit products that fit their personality.their personality.

10-22

Brand imageBrand image is what people think of and feel when they hear or see a brand name.

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.

The Use of Personality in Marketing The Use of Personality in Marketing PracticePractice

10-23

Video Application

The following Video Clip demonstrates The following Video Clip demonstrates how Segway built brand personality with how Segway built brand personality with its “Get Moving” integrated marketing its “Get Moving” integrated marketing campaign!campaign!

10-24

10-25

The Use of Personality in marketing The Use of Personality in marketing PracticePractice

Dimensions of Brand PersonalityDimensions of Brand Personality

10-26

The Use of Personality in Marketing The Use of Personality in Marketing PracticePractice

Three important advertising tactics:Three important advertising tactics:

1.1. Celebrity EndorsersCelebrity Endorsers

2.2. User ImageryUser Imagery

3.3. Executional FactorsExecutional Factors

Communicating Brand Personality

10-27

EmotionEmotion

EmotionEmotion is the identifiable specific feeling, and affect is the liking/disliking aspect of the specific feeling.

EmotionsEmotions 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 than others, a consumer trait referred to as affect intensityaffect intensity.

10-28

EmotionEmotion

Nature of EmotionsNature of Emotions

Source: Adapted with permission from M. B. Holbrook and R. Batra, “Assessing the Role of Emotions on Consumer Response to Advertising,” Journal of Consumer Research, December 1987, pp. 404-20. Copyright © 1987 by the University of Chicago.

10-29

EmotionEmotion

PPleasureleasure

AArousalrousal

DDominanceominance

Dimensions of Emotion

10-30

Emotions and Marketing StrategyEmotions and Marketing Strategy

Emotion Arousal as a Product BenefitEmotion Arousal as a Product Benefit

• Consumers actively seek products whose primary or secondary benefit is emotion arousal.

Emotion Reduction as a Product BenefitEmotion Reduction as a Product Benefit

• Marketers design or position many products to prevent or reduce the arousal of unpleasant emotions.

10-31

Emotions and Marketing StrategyEmotions and Marketing Strategy

Consumer Coping in Product and Service EncountersConsumer Coping in Product and Service Encounters

Active coping

Expressive support seeking

Avoidance

10-32

Emotions and Marketing StrategyEmotions and Marketing Strategy

Emotion in AdvertisingEmotion in Advertising Emotional content in ads can enhance attention,

attraction, and maintenance capabilities.

Emotional messages may be processed more thoroughly due to their enhanced level of arousal.

Emotional ads may enhance liking of the ad itself.

Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning.

Emotion may operate via high-involvement processes especially if emotion is decision relevant.

10-33