1. Chapter Ten:
Motivation, Personality
and Emotion
10-1

2. Chapter 10: Motivation, Personality
and Emotion
1. The nature of motivation
2. Some theories of motivation
3. How marketers can appeal to consumers’
motives
4. The underlying aspects of the theories of
personality
5. The relationship of personality to
marketing
6. How emotions can be used in marketing
strategies
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3. The nature of motivation
Motivation
• The energising force that activates
or triggers behaviour
• Provides purpose, direction and
drive to that behaviour
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4. The Nature of Motivation
Motivation is the reason for behavior.
A 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.
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5. Motivations
• The inner reasons or driving forces
behind human action as consumers are
driven to address real needs.
• Human motivations are oriented toward
two key groups of behavior:
– Homeostasis – the body naturally reacts in a
way so as to maintain a constant, normal
blood stream.
– Self-improvement – changing one’s current
state to a level that is more ideal.
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6. Utilitarian and Hedonic Motivations
Lead to Consumer Behaviors
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7. Consumer Involvement
Represents the Types:
degree of personal – Product
relevance a – Shopping
consumer finds in – Situational
pursuing value – Enduring
from a given – Emotional
consumption act.
Involvement affects the degree of motivation
in consumer buying behavior
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8. The Nature of Motivation
Two useful motivation theories:
theories
1. Maslow’s Hierarchy of Needs
• A macro theory designed to account for most human
behavior in general terms.
2. McGuire’s Psychological Motives
• A fairly detailed set of motives used to account for
specific aspects of consumer behavior.
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9. Maslow’s hierarchy of needs
1. All humans acquire a similar set of motives
through genetic endowment and social
interaction
2. Some motives are more basic or critical
than others
3. The more basic motives must be satisfied
to a minimum level before other motives
are activated
4. As the basic motives become satisfied, the
more advanced motives come into play.
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10. Maslow’s Hierarchy of Needs
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11. An Illustration of Consumer
Motivations According to Maslow’s
Hierarchy

12. Application of Maslow’s Hierarchy of Needs
to the Marketing of Cars
Source: Kotler, Armstrong and da Silva (2006) Pearson Asia
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13. The Nature of Learning and Memory
Marketing Strategies and Maslow’s Needs Hierarchy
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14. The Nature of Motivation
McGuire developed a classification with16 categories
Two criteria determine four categories:
• Is the mode of motivation cognitive or affective?
• Is the motive focused on preservation of the status quo
or on growth?
Four categories further subdivided:
• Is this behavior actively initiated or in response to the
environment?
• Does this behavior help the individual achieve a new
internal or a new external relationship to the
environment?
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15. McGuire’s psychological motives
• Cognitive preservation motives
• Cognitive growth motives
• Affective growth motives
• Affective preservation motives
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16. Nature of Motivation
McGuire’s Psychological Motives
1. Cognitive Preservation Motives
1. Cognitive Preservation Motives
Need for Consistency (active, internal)
Need for Consistency (active, internal)
Need for Attribution (active, external)
Need for Attribution (active, external)
Attribution Theory
Attribution Theory
Need to Categorize (passive, internal)
Need to Categorize (passive, internal)
Need for Objectification (passive, external)
Need for Objectification (passive, external)
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17. Nature of Motivation
McGuire’s Psychological Motives
2. Cognitive Growth Motives
2. 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)
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18. The need for observable cues regarding
the desired image sought
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19. McGuire’s psychological motives:
Cognitive motives
(see table 10.2)
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20. Nature of Motivation
McGuire’s Psychological Motives
3. Affective Preservation Motives
3. 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)
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21. Appealing to the individual’s need for
self-expression
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22. Nature of Motivation
McGuire’s Psychological Motives
4. Affective Growth Motives
4. 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)
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23. Appealing to consumers’ need to
enhance their self-esteem
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24. Applications in Consumer Behavior
The Mercedes-Benz ad
provides an excellent
example of targeting
women high in need for
assertion
They are competitive
achievers, seeking
success, admiration, and
dominance.
Important to them are
power, accomplishment,
and esteem. Courtesy Mercedes Benz USA, Inc.
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25. McGuire’s psychological motives:
Affective motives
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26. Motivation Theory and Marketing Strategy
Consumers do not buy products; instead they buy motive
satisfaction or problem solutions.
solutions
Managers must discover the motives that their product and
brands can satisfy and develop marketing mixes around
these motives.
Do marketers create needs?
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27. Motivation Theory and Marketing Strategy
Marketers do create demand!
demand
Demand is the willingness to buy a particular
product or service.
It is caused by a need or motive, but it is not the
motive.
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28. Discovering purchase motives
Latent
motives
Manifest motives
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29. Motivation Theory and Marketing Strategy
Discovering Purchase Motives
Manifest motives are motives that are
known and freely admitted.
Latent motives are either unknown to the
consumer or are such that he/she is
reluctant to admit them.
Projective techniques are designed to
provide information on latent motives.
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30. Impact of Magazine covers ??
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31. Latent and manifest motives in a
purchase situation
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32. Motivation Theory and Marketing Strategy
Marketing Strategies Based on Multiple Motives
Communication Strategy
1
Product advertising must
communicate multiple
benefits
3 2
Indirect appeals are Direct appeals are often
frequently used for latent effective for manifest
motives motives
Latent Manifest
Motives Motives
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33. Motivation research techniques
• Association techniques
– Word association
– Successive word association
• Completion techniques
– Sentence completion
– Story completion
• Construction techniques
– Cartoon techniques
– Third-person techniques
– Picture techniques
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34. Motivation Theory and Marketing Strategy
Motivation Research Techniques
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35. Motivation Theory and Marketing Strategy
Marketing Strategies Based on Motivation Conflict
Three types of motivational conflict:
1. Approach-Approach Motivational Conflict
• A choice between two attractive alternatives
2. Approach-Avoidance Motivational Conflict
• A choice with both positive and negative consequences
3. Avoidance-Avoidance Motivational Conflict
• A choice involving only undesirable outcomes
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36. Approach-avoidance motivational conflict
in advertising
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37. Personality
Personality is an individual’s
characteristic response tendencies
across similar situations.
While motivations are the
energizing and directing force that
makes consumer behavior
purposeful and goal directed, the
personality of the consumer guides
and directs the behavior chosen to
accomplish goals in different
situations.
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38. Personality Qualities
• Unique to an individual
• Can be conceptualized as
a combination of specific
traits or characteristics
• Traits are relatively stable
and interact with situations
to influence behavior
• Specific behaviors can vary
across time
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39. Five-Factor Model
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40. Personality
• Individual personality theories
• Social learning theories
• A combined approach
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41. Personality
• Individual personality theories
– Sigmund Freud
– Neo-Freudians
– Trait theory
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42. Psychoanalytic Approach
(Freud)
Basic instinctive needs, animal
like, strong sexual
Id
Id connotations
How society expects us to
behave- norms and values
Superego
Superego
The balancing centre- to
Ego
Ego achieve rational behavior
acceptable to society
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43. Personality
Trait theories examine personality as an individual
difference, allowing marketers to segment consumers
on these differences.
Trait theories assume
1. All individuals have internal characteristics or traits
related to action tendencies, and
2. There are consistent and measurable differences
between individuals on those characteristics.
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44. Important Traits Studied
Value consciousness
Value consciousness Materialism
Materialism
Innovativeness
Innovativeness Complaint proneness
Complaint proneness
Competitiveness
Competitiveness
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45. Examples of Other Traits in
Consumer Research
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46. Personality
1. Multi-trait Approach
• The Five-Factor Model is the most commonly used by
marketers and identifies five basic traits that are formed
by genetics and early learning.
2. Single Trait Approach
• Consumer Ethnocentrism
• Need for Cognition
• Consumers’ Need for Uniqueness
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47. Personality
Multitrait Approach
Multitrait personality theory identifies several traits that in
combination capture a substantial portion of the personality
of the individual.
The Five-Factor Model is commonly used by marketers,
which identifies five basic traits that are formed by genetics
and early learning.
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48. The five-factor model of personality
Core trait Manifestation
Extroversion Prefer to be in a group than alone,
talkative, bold
Instability Moody, temperamental, touchy
Agreeableness Sympathetic, kind, polite
Openness to Imaginative, appreciative of art, find novel
experience solutions
Conscientiousness Careful, precise, efficient
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49. Personality
Single Trait Approach
Single trait theories
emphasize one trait as being
particularly relevant.
They do not suggest that
other traits are nonexistent or
unimportant.
Rather, they study a single
trait for its relevance to a set
of behaviors.
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50. Personality
Examples of Single-Trait Theories
Neuroticism Vanity Trait Locus of Sensation
Anxiety Control Seeking
Compulsive Materialism Affect Self-
Buying Intensity Monitoring
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51. Personality
Three additional traits:
1. Consumer Ethnocentrism
• Reflects an individual difference in consumers’
propensity to be biased against the purchase of foreign
products.
2. Need for Cognition (NFC)
• Reflects an individual difference in consumers’
propensity to engage in and enjoy thinking.
3. Consumers’ 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.
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52. The Use of Personality in Marketing
Practice
Other times,
Sometimes
consumers use
consumers choose
products to bolster
products that fit their
an area of their
personality.
personality where
they feel weak.
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53. The Use of Personality in Marketing
Practice
Brand image is what people think of and feel
when they hear or see a brand name.
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.
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54. Dimensions of brand personality
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55. Brand Personality Dimensions
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56. Communicating brand personality
through advertising
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57. Communicating brand personality
through advertising (cont.)
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58. The Use of Personality in Marketing
Practice
Communicating Brand Personality
Three important advertising tactics:
1. Celebrity Endorsers
2. User Imagery
3. Executional Factors
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59. The Use of Personality in Marketing
Practice
Communicating Brand Personality
Celebrity endorsers are
often a useful way to
personify a brand.
The characteristics and
meaning of the
celebrity can transfer to
the brand.
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60. The Use of Personality in Marketing
Practice
Communicating Brand Personality
User imagery involves
showing a typical user
along with images of the
types of activities they
engage in while using the
brand.
User imagery helps to
define who the typical user
is in terms of their traits,
activities, and emotions.
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61. The Use of Personality in Marketing
Practice
Communicating Brand Personality
Executional factors go beyond the core message to include
“how” it is communicated, such as the
• “tone” of the ad (serious vs. quirky)
• appeal used (fear vs. humor)
• logo and typeface characteristics (scripted font
may signal sophistication)
• pace of the ad
• media outlet chosen
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62. Emotion
Emotion is the identifiable specific feeling, and affect is
the liking/disliking aspect of the specific feeling.
Emotions 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 intensity.
intensity
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63. Emotions
• Psychobiological reactions to
appraisals.
– Psychobiological because they
involve psychological processing and
physical responses.
– Create visceral responses – certain
feeling states are tied to behavior in a
very direct way.
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64. Visceral Responses to Emotions
by Consumers
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65. Emotion Terminology
• Mood – a transient (temporary and
changing) and general affective
state.
– Mood-congruent judgments – the
value of a target is influenced in a
consistent way by one’s mood.
• Affect – represents the feelings a
consumer has about a particular
product or activity.
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66. Emotions
What is this consumer feeling?
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67. A simple example of a research
instrument used to test moods
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68. The nature of emotions
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69. Emotion
Dimensions of Emotion (see Table 10.6 on page 319)
Pleasure
Arousal
Dominance
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70. Emotion
Emotional Dimensions, Emotions, and Emotional Indicators
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. 10-70

71. Emotion
Emotional Dimensions, Emotions, and Emotional Indicators
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. 10-71

72. Emotion
Emotional Dimensions, Emotions, and Emotional Indicators
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, distrustful
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. 10-72

73. Schema-Based Affect
Emotions become stored as
Emotions become stored as
part of the meaning for a
part of the meaning for a
category.
category.
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74. Examples of Schema-Based
Affect
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75. Emotions and Marketing Strategy
Marketers have always used emotions to guide
the following on an intuitive level:
• product positioning
• sales presentations, and
• advertising
However, deliberate, systematic study of the
relevance of emotions in marketing strategy is
relatively new.
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76. Types of emotional states
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77. Emotions and Marketing Strategy
Emotion Arousal as a Product Benefit
• Consumers actively seek products whose primary or
secondary benefit is emotion arousal.
Emotion Reduction as a Product Benefit
• Marketers design or position many products to prevent
or reduce the arousal of unpleasant emotions.
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78. Emotions and marketing strategy
• Emotion arousal as a product benefit
– Sad movies
– Disney World
• Emotion reduction as a product benefit
– Retail therapy
– Flowers
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79. Emotional arousal as a product benefit
10-79

80. Emotions and Marketing Strategy
Emotion 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.
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81. Illustration of Emotion Aiding Learning
(associating feeling good with buying the
brand)
10-81

82. Ads that arouse emotions
10-82

83. Ads that arouse emotions:
pets and smiling faces
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