Marketing 334Consumer Behavior
Chapter 10Motivation, Personality, and Emotion
Based on Consumer Behavior, 10th edition by Hawkins, Mothersbaugh and Best
10-2
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.
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.
Nature of MotivationNature of Motivation
1. Cognitive Preservation Motives1. Cognitive Preservation Motives
Need for Consistency (active, internal)Need for Consistency (active, internal)
Need for Attribution (active, external)Need for Attribution (active, external)Attribution TheoryAttribution Theory
Need to Categorize (passive, internal)Need to Categorize (passive, internal)
Need for Objectification (passive, external)Need for Objectification (passive, external)
McGuire’s Psychological MotivesMcGuire’s Psychological Motives
Nature of MotivationNature of Motivation
2. Cognitive Growth Motives2. Cognitive Growth Motives
Need for Autonomy (active, internal)Need for Autonomy (active, internal)
Need for Stimulation (active, external)Need for Stimulation (active, external)
Teleological Need (passive, internal)Teleological Need (passive, internal)
Utilitarian Need (passive, external)Utilitarian Need (passive, external)
McGuire’s Psychological MotivesMcGuire’s Psychological Motives
Nature of MotivationNature of Motivation
3. Affective Preservation Motives3. Affective Preservation Motives
Need for Tension Reduction (active, internal)Need for Tension Reduction (active, internal)
Need for Expression (active, external)Need for Expression (active, external)
Need for Ego Defense (passive, internal)Need for Ego Defense (passive, internal)
Need for Reinforcement (passive, external)Need for Reinforcement (passive, external)
McGuire’s Psychological MotivesMcGuire’s Psychological Motives
Nature of MotivationNature of Motivation
4. Affective Growth Motives4. Affective Growth Motives
Need for Assertion (active, internal)Need for Assertion (active, internal)
Need for Affiliation (active, external)Need for Affiliation (active, external)
Need for Identification (passive, internal)Need for Identification (passive, internal)
Need for Modeling (passive, external)Need for Modeling (passive, external)
McGuire’s Psychological MotivesMcGuire’s Psychological Motives
Motivation Theory and Marketing StrategyMotivation Theory and Marketing Strategy
Latent and Manifest Motives in a Purchase SituationLatent and Manifest Motives in a Purchase Situation
10-9
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
10-10
Motivation Theory and Marketing StrategyMotivation Theory and Marketing Strategy
Three types of motivational conflict:Three types of motivational conflict:
1.1. ApproachApproach--Approach Motivational ConflictApproach Motivational Conflict
• A choice between two attractive alternatives
2.2. ApproachApproach--Avoidance Motivational ConflictAvoidance Motivational Conflict
• A choice with both positive and negative consequences
3.3. AvoidanceAvoidance--Avoidance Motivational ConflictAvoidance Motivational Conflict
• A choice involving only undesirable outcomes
Marketing Strategies Based on Motivation Conflict
PersonalityPersonality
PersonalityPersonality is an individual’s characteristic response tendencies across similar situations.
PersonalityPersonality
1.1. Multitrait ApproachMultitrait Approach
• The FiveFive--Factor Model 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
10-14
PersonalityPersonalityThree additional traits:Three additional traits:1.1. Consumer EthnocentrismConsumer Ethnocentrism
2.2. Need for Cognition (NFC)Need for Cognition (NFC)
3.3. Consumers’ Need for UniquenessConsumers’ Need for Uniqueness
The Use of Personality in marketing The Use of Personality in marketing PracticePractice
Dimensions of Brand PersonalityDimensions of Brand Personality
10-16
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
Sandals Resorts
Courtesy: Unique Vacations, Inc. is the worldwide representative for Sandals Resorts.