CHAPTER TEN

Motivation, Personality, and EmotionMotivation, Personality, and Emotion

McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

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Motivation: An activated state within a person that leads to goal-directed behavior. It is the reason for behavior.

Motive: An unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.

Involvement and AffectActual

State

Stimulus

Desired State

NeedRecognition

Drive State

Goal- directed Behavior

Incentive Objects

Consumer Motivation

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5. Self-actualization: This involves the desire for self-fulfillment, to become all that one is capable of becoming.

4. Esteem: Desires for status, superiority, self-respect, and prestige are examples of esteem needs. These needs relate to the individual’s feelings of usefulness and accomplishment.

3. Belongingness: Belongingness motives are reflected in a desire for love, friendship, affiliation, and group acceptance.

2. Safety: Feeling physical safety and security, stability, familiar surroundings, and so forth are manifestations of safety needs. They are aroused after physiological motivesare minimally satisfied, and before other motives.

1. Physiological: Food, water, sleep, and to a limited extent, sex, are physiological motives. Unless they are minimally satisfied, other motives are not activated.

Maslow’s Motive Hierarchy

Advanced

Basic

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Marketing Strategies and Maslow’s Hierarchy

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McGuire’s 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?

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McGuire’s Cognitive Motives

• Cognitive Preservation Motives• Need for Consistency (active, internal)• Need for Attribution (active, external)• Need to Categorize (passive, internal)• Need for Objectification (passive, external)

• Cognitive Growth Motives• Need for Autonomy (active, internal)• Need for Stimulation (active, external)• Teleological Need (passive, internal)• Utilitarian Need (passive, external)

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McGuire’s 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)

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Motivation Theory and Marketing Strategy

• Discovering Purchase Motives

• Marketing Strategies Based on Multiple Motives

• Marketing Strategies Based on Motivation Conflict

• Do Marketers Create Needs?

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Latent and Manifest Motives

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Motivation Research Techniques

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Most Ads appeal to Multiple Motives

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Motivation Conflict

• Approach-Approach Conflict

• Approach-Avoidance Conflict

• Avoidance-Avoidance Conflict

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Create Needs?

Do marketers create needs?

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Discussion

Describe Adam Sandler

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Personality Theory

Two Common Assumptions:• All individuals have internal

characteristics or traits• Consistent and Measurable

differences between individuals

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Consumer Insight 10-1

• What problems and issues would arise in segmenting a market into high- and low-NFC segments?

• What implications does each of the nine research findings described above have for marketing practice?

• How do you think media preferences would vary between high- and low-NFC consumers?

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The Five-Factor Model of Personality

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Dimensions of Brand Personality

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Brand personality

Describe the personality of the following:• Arizona Iced Tea• Intel• Blockbuster Video• Wal-Mart• Toyota• Dr. Pepper• Aquafina• Seiko• Texas Instruments• Nordstroms

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Brand personality

What personality characteristics come to mind for the following:• Brand is repositioned several times or changes its slogan

repeatedly• Brand uses continuing character in its advertising• Brand charges a high price and uses exclusive distribution• Brand frequently available on deal• Brand offers many line extensions• Brand sponsors show on PBS or uses recycled materials• Brand features easy-to-use packaging or speaks at consumer’s

level in advertising• Brand offers seasonal clearance sale• Brand offers five-year warranty or free customer hot line

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The Nature of Emotions

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Dimension Emotion Indicator/Feeling

Pleasure Duty Moral, virtuous, dutiful

Faith Reverent, worshipful, spiritual

Pride Proud, superior, worthy

Affection Loving, affectionate, friendly

Innocence Innocent, pure, blameless

Gratitude Grateful, thankful, appreciative

Serenity Restful, serene, comfortable, soothed

Desire Desirous, wishful, craving, hopeful

Joy Joyful, happy, delighted

Competence Confident, in control, competent

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.

Emotional Dimensions, Emotions, and Emotional Indicators

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Dimension Emotion Indicator/Feeling

Arousal Interest Attentive, curious

Hypoactivation Bored, drowsy, sluggish

Activation Aroused, active, excited

Surprise Surprised, annoyed, astonished

Déjà vu Unimpressed, uninformed, ,unexcited

Involvement Involved, informed, enlightened, benefited

Distraction Distracted, preoccupied, inattentive

Surgency Playful, entertained, lighthearted

Contempt Scornful, contemptuous, disdainful

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.

Emotional Dimensions, Emotions, and Emotional Indicators

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Dimension Emotion Indicator/Feeling

Dominance Conflict Tense, frustrated, conflictful

Guilt Guilty, remorseful, regretful

Helplessness Powerless, helpless, dominated

Sadness Sad, distressed, sorrowful, dejected

Fear Fearful, afraid, anxious

Shame Ashamed, embarrassed, humiliated

Anger Angry, initiated, enraged, mad

Hyperactivation Panicked, confused, overstimulated

Disgust Disgusted, revolted, annoyed, full of loathing

Skepticism Skeptical, suspicious, distrustfulSource: 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.

Emotional Dimensions, Emotions, and Emotional Indicators

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Emotions and Marketing Strategy

• Emotion arousal as a product benefit

• Emotion reduction as a product benefit

• Emotion in advertising• Enhances attention, attraction, and

maintenance capabilities

• Processed more thoroughly

• May be remembered better

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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

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Emotional Arousal & Mail Response Rates