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CHAPTER
10
Motivation, Personality, and Emotion
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PART III: INTERNAL INFLUENCES
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| Define motivation and summarize the motivation sets put forth by Maslow and McGuire |
| Articulate motivation’s role in consumer behavior and marketing strategy |
| Define personality and the various theories of personality |
| Discuss how brand personality can be used in developing marketing strategies |
| Define emotions and list the major emotional dimensions |
| Discuss how emotions can be used in developing marketing strategies |
Learning Objectives
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L05
L01
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L03
L02
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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The Nature of Motivation
Royalty-Free/CORBIS
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Two useful motivation theories:
Maslow’s Hierarchy of Needs
A macro theory designed to account for most human behavior in general terms.
McGuire’s Psychological Motives
A fairly detailed set of motives used to account for specific aspects of consumer behavior.
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The Nature of Motivation
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1. Cognitive Preservation Motives
Need for Consistency (active, internal)
Need for Attribution (active, external)
Attribution Theory
Need to Categorize (passive, internal)
Need for Objectification (passive, external)
McGuire’s Psychological Motives
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The Nature of Motivation
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2. Cognitive Growth Motives
Need for Autonomy (active, internal)
Need for Stimulation (active, external)
Teleological Need (passive, internal)
Utilitarian Need (passive, external)
McGuire’s Psychological Motives
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The Nature of Motivation
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3. 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)
McGuire’s Psychological Motives
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The Nature of Motivation
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4. Affective Growth Motives
Need for Assertion (active, internal)
Need for Affiliation (active, external)
Need for Identification (passive, internal)
Need for Modeling (passive, external)
McGuire’s Psychological Motives
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The Nature of Motivation
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Latent and Manifest Motives in a Purchase Situation
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Motivation Theory and Marketing Strategy
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Motivation Theory and Marketing Strategy
Marketing Strategy Based on Multiple Motives
Involvement is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting.
Consumer involvement increases attention, analytical processing, information search, and word of mouth.
YouTube Spotlight
Ford Fiesta Commercial Encourages Consumer Involvement and is Based on Multiple Motives
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Three types of motivational conflict:
Approach-Approach Motivational Conflict
A choice between two attractive alternatives
Approach-Avoidance Motivational Conflict
A choice with both positive and negative consequences
Avoidance-Avoidance Motivational Conflict
A choice involving only undesirable outcomes
Marketing Strategies Based on Motivation Conflict
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Motivation Theory and Marketing Strategy
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Motivation Theory and Marketing Strategy
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Online Travel Shopping
Prevention-Focused Ad
Worked best for last-minute shoppers
Promotion-Focused Ad
Worked best for shoppers buying for future travel
Situational Component Related to Regulatory Focus
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Motivation Theory and Marketing Strategy
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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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Personality
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Multitrait 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.
Single Trait Approach
Consumer Ethnocentrism
Need for Cognition
Consumers’ Need for Uniqueness
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Personality
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Personality
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Single-Trait Approach:
Consumer Ethnocentrism
Reflects an individual difference in consumers’ propensity to be biased against the purchase of foreign products.
Need for Cognition (NFC)
Reflects an individual difference in consumers’ propensity to engage in and enjoy thinking.
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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Personality
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Other times, consumers use products to bolster an area of their personality where they feel weak.
Sometimes consumers choose products that fit their personality.
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Use of Personality in Marketing Practice
Hoby Finn/Getty Images
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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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Use of Personality in Marketing Practice
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The following Video Clip demonstrates how Apple built brand personality with its “Think Different” integrated marketing campaign!
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Video Application
© Brand X Pictures/Punch Stock
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Dimensions of Brand Personality
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Use of Personality in Marketing Practice
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Three important advertising tactics:
Celebrity Endorsers
User Imagery
Executional Factors
Communicating Brand Personality
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Use of Personality in Marketing Practice
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Emotion is the identifiable specific feeling, and affect to refer to 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.
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Emotion
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Nature of Emotions
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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Emotion
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Pleasure
Arousal
Dominance
Dimensions of Emotion
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Emotion
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Emotion Arousal as a Product Benefit
Consumers actively seek products whose primary or secondary benefit is emotion arousal.
Gratitude or the emotional appreciation for benefits received is a desirable consumer outcome that can lead to increased consumer trust and purchases.
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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Emotions and Marketing Strategy
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Consumer Coping in Product and Service Encounters
Active coping
Expressive support seeking
Avoidance
Consumer Emotional Intelligence is an important determinant of effective consumer coping
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Emotions and Marketing Strategy
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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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Emotions and Marketing Strategy
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