Motivation, Personality, and Emotion

1. CHAPTER TEN
Motivation, Personality, and Emotion
McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

2. 2 Consumer Motivation
Involvement
and
Affect
Actual
State
Goal-
Need Drive directed Incentive
Stimulus State Objects
Recognition Behavior
Desired
State
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.
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3. 3
Maslow’s Motive Hierarchy
5. Self-actualization: This involves the desire for self-
Advanced 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 motives
are 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.
Basic
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4. 4 Marketing Strategies and Maslow’s Hierarchy
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5. 5 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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6. 6 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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7. 7 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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8. 8 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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9. 9 Latent and Manifest Motives
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10. 10 Motivation Research Techniques
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11. 11 Most Ads appeal to Multiple Motives
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12. 12 Motivation Conflict
• Approach-Approach Conflict
• Approach-Avoidance Conflict
• Avoidance-Avoidance Conflict
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13. 13
Create Needs?
Do marketers
create needs?
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14. 14 Discussion
Describe
Adam Sandler
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15. 15 Personality Theory
Two Common Assumptions:
• All individuals have internal
characteristics or traits
• Consistent and Measurable
differences between
individuals
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16. 16 Consumer Insight 10-1
• What problems and issues would arise in
segmenting a market into high- and low-NFC s
egments?
• What implications does each of the nine
research findings described above have for ma
rketing practice?
• How do you think media preferences would
vary between high- and low-NFC consumers?
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17. 17 The Five-Factor Model of Personality
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18. 18 Dimensions of Brand Personality
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19. 19
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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20. 20 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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21. 21 The Nature of Emotions
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22. 22 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.
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23. 23 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.
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24. 24 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.
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25. 25 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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26. 26 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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27. 27 Emotional Arousal & Mail Response Rates
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