literature review
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BUSMGT752Q12022Week4Plenary4_StudentCopy.pptx1
Plenary 4 Learning Outcomes
LO1: Understand motivation and motives, and how they drive consumer behaviour.
LO2: Understand the two main theories of motivation (Maslow’s hierarchy of needs and McGuire’s psychological motives).
LO3: Understand the difference between manifest and latent motives, and how projective techniques are used to identify latent motives.
LO4: Understand the theories of personality and how they’re used by marketers.
LO5: Understand the nature of emotions and how they’re used by marketers.
Identify and appreciate the linkages between the concepts learnt so far.
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Readings
Required:
Magids, S., Zorfas, A., & Leemon, D. (2015). The New Science of Customer Emotions. Harvard Business Review, 2015(November).
Mulyanegara, R. C., Tsarenko, Y., & Anderson, A. (2009). The Big Five and brand personality: Investigating the impact of consumer personality on preferences towards particular brand personality. Journal of Brand Management, 16(4), 234–247. https://doi.org/10.1057/palgrave.bm.2550093
Quester, P. Pettigrew, S. Hawkins, D. (2014). Chapter 10: Motivation, personality and emotion. In Consumer Behaviour: Implications for Marketing Strategy (7th ed., pp. 298–311).
Qualitative
Quantitative
Note: Whole chapter is on canvas, can read it all
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Three interlinked concepts
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Motivation is the energising force that activates or triggers behaviour and provides purpose, direction, and drive to that behaviour.
Personality is the unique psychological make-up of the person that drives them to unique characteristic response tendencies across similar situations.
Emotions (also called affective response) are feelings connected with stimuli (objects, people, messages, and events) that people encounter.
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Motivation is the reason for behaviour
What motivated you to come to class today?
What motivated you to eat breakfast?
What motivated you to watch a movie?
What motivates you to exercise?
Theories attempting to explain the “why” of behaviour
Maslow Hierarchy of Needs
McQuire’s Psychological Motives : Preservation & Growth (Cognitive and Affective)
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Note: Whole chapter is on canvas, can read it all
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Needs vs wants
Need
Necessary to sustain life
Required goods or services
e.g. food, clothing, shelter, health care.
Want
A product/service to meet the ‘need’
Result of experience
E.g. gourmet food, designer hand bags, beach house, e-scooter…
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Only has needs.
Food, activity, sleep, comfy bottom, love.
Wants chocolate, stay up past bedtime on screen.
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Motivation arises from a need, and in conversation we do use them interchaneagbly
But if to characterise, need…………….would we die with out it
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Maslow’s Hierarchy of Needs
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More functional?
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In Society: needs & wants are different for Different People…
More functional?
| Product/Service | Need It? | Want It? |
| Life Insurance | ||
| Dentist visit | ||
| 56” HDTV | ||
| iPad or Tablet | ||
| WOOP? | ||
| New Nikes? |
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McQuire’s (1974) Psychological Motives
More functional?
| Cognitive | Affective | |
| Preservation | Consistency Causation Cateogorisation Cues | Tension Reduction Self-Expression Ego-defence Reinforcement |
| Growth | Independence Novelty Teleological Utilitarian | Assertion Affiliation Identification Modelling |
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More functional?
(McGuire, 1974)
Cognitive growth motives
Independence
Need for a feeling of self- governance or self- control
Novelty
Need for variety and difference
Teleological
Need to achieve desired outcomes or end states
Utilitarian
Need to learn new information to solve problems
Cognitive preservation motives
Consistency
Need for internal equilibrium or balance
Causation
Need to determine who or what causes the things that happen to us
Categorisation
Need to establish categories or mental partitions that provide frames of reference
Cues
Need for observable cues or symbols that enable us to infer what we feel and know
Affective growth motives
Assertion
Need to increase self- esteem
Affiliation
Need to develop mutually satisfying relationships with others
Identification
Need to adopt new roles
Modelling
Need to base behaviours on others
Affective preservation motives
Tension reduction
Need to reduce stress
Self-expression
Need to express self- identity to others
Ego-defence
Need to defend or protect our identities or egos
Reinforcement
Need to act in a way that others will reward us
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Reinforcement (Affective Preservation Motive)
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Why marketers are interested in understanding motives?
Consumers are looking to reduce problems and make life easier
Consumers may have motivational conflict
Helpful for marketers for value creation, communication, delivery
However, motives can be latent, and projective techniques can be used
Quantitative
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Quantitative
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Personality
distinctive and enduring patterns of thoughts, emotions and behaviors that characterize each individual’s adaptation to the situations of his of her life
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Personality
Who are you?
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Origins of Personality Theory
Ancient history suggest relation between personality and astrology
Contemporary view initiated by Sigmund Freud
Many psychologist now see it as over-simplification
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Origins of Personality Theory
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e.g Trait
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Freudian Theory
Modern psychology has been greatly shaped by psychoanalytic theory of personality put forward by Sigmund Freud
Human motivation is a result of unconscious needs and drives.
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Freudian Theory
Primal desires
Basic Nature
Reason
and
Self-Control
The Quest
for
Perfection
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Personality reflects individual differences-
Each individual has a special set of inner characteristics, And is thus unique.
Some individual are highly sociable whereas some are low on sociability.
Personality is a useful concept because it enables us to categorize consumers into different groups on the basis of one or even several traits.
We all admire people who have a great personality – regardless of their age, gender or financial status
Possessing a great personality may help you do well in life
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Personality
Long-lasting personal qualities that describe how a particular individual typically responds to the world around them.
Many diverging perspectives and opinions on how to accurately measure personality.
1. Individual personality theories (nature)
2. Social learning theories (nurture)
This is why we study and analyse consumers and the situation.
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Individual personality theories
Assumes that all people have internal characteristics or traits that are consistent and measurable, and you can measure the differences between people.
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Single-trait theories
Emphasise one personality trait as especially relevant to understanding a specific set of behaviours (i.e., only focus on one aspect)
E.g., vanity, need for cognition, materialism
Multi-trait theories
Describe personality as a combined sum of several identifiable traits
E.g., the five-factor model of personality (OCEAN)
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Why is this important for marketers?
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Aligning brand personality
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Aligning brand personality
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Personality is consistent and enduring
Marketers cannot change consumers personalities to conform to their products. However, if they know which personality characteristics influence specific consumer responses, they can attempt to appeal to the relevant traits inherent in their target group of consumers.
An individual's personality tends to be both consistent and enduring.
Personality is only one of a combination of factors that influence how a consumer behaves
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Emotions
Emotions are strong, uncontrolled feelings that affect our thoughts and behaviour. We have a wide range of emotions. They are typically triggered by environmental events. Internal processes (e.g., imagination) can also trigger emotional reactions.
We experience physiological changes with feeling a particular emotion:
Pupil dilation
Sweating
Rapid breathing
Increased heart rate and blood pressure
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The nature of emotions
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Types of emotions
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8 basic emotional
categories (Plutchik, 1980):
Fear
Anger
Joy
Sadness
Acceptance
Disgust
Expectancy
Surprise
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How do emotions impact CDMP?
Do you purchase certain things when happy?
What do you buy when you are sad?
Are you likely to purchase an item that is contaminated? (disgust)
How do your emotions affect your behaviour?
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How it fits together
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Perception, learning, memory
Consumer decision process
Motivation, personality, emotion
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