Assignment - Buyer Behaviour

HK2011

Buyer Behaviour

Lecture 8

Internal Influences:

Motivation, Personality, Emotions & Attitude

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Learning Objectives

OBJECTIVES

Nature and theories surrounding motivation and

how to appeal to consumers’ motives

Aspects & Theories of personality

Emotions & Marketing Strategy

Nature, main components of attitudes,

strategies used to change attitudes

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Motivation

 What is Motivation?

 An energizing force activating behaviour

 Provider of purpose and direction in behaviour

 Motivation Theories (a selection):

 Maslow’s Hierarchy of Needs

 McGuire’s Psychological Motives

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Theories of Motivation

 Maslow’s Hierarchy of Needs

 All humans acquire a similar set of motives through

genetic endowment and social interaction

 Some motives are more basic or critical than others

 The more basic motives must be satisfied to a

minimum level before other motives are activated

 As the basic motives become satisfied, the more

advanced motives come into play.

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Physiological Needs (Food, water, air, shelter, sex)

Safety and Security Needs (Protection, order, stability)

Social Needs (affection, friendship, belonging)

Maslow’s Hierarchy of Needs

Ego Needs (Prestige, status, self esteem)

Self-Actualisation (Self-fulfillment)

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McGuire’s Psychological Motives

McGUIRE’S PSYCHOLOGICAL MOTIVES

 More specific than Maslow’s Hierarchy of Needs

 16 categories of motives according to:

• Cognitive motives: Need to adapt to environment and to achieve a sense of meaning

• Affective motives: Need to achieve satisfying emotional states to obtain personal aims

• Preservation motives: Focused on status quo

• Growth motives: Focused on growth

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McGuire’s Psychological Motives

• Cognitive preservation motives:

– Consistency, Causation, Categorisation, Cues

• Cognitive growth motives:

– Independence, Novelty, Teleological, Utilitarian

• Affective preservation motives:

– Tension reduction, Self-expression, Ego-Defence,

Reinforcement

• Affective growth motives:

– Assertion, Affiliation, Identification, Modelling

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Discovering Purchase Motives

Manifest motives

Latent motives

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Example of Latent & Manifest Motives

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Motivation Research Techniques

 Association techniques: Find negative associations

 Word association

 Successive word association

 Completion techniques: Reveal themes expressed

 Sentence completion

 Story completion

 Construction techniques: Reveal themes expressed

 Cartoon techniques

 Third-person techniques

 Picture techniques

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Marketing Strategies Based on Motivation Conflict

 Approach–approach motivational conflict

 Choice between two attractive alternatives

 Approach–avoidance motivational conflict

 Choice between positive and negative consequences

 Avoidance–avoidance motivational conflict

 Choice of two undesirable alternatives

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Personality Theories

External vs. Internal Factors Sigmund Freud, Non-Freudians, Trait-Theory

Individual personality theories

All individuals have internal characteristics/traits

Social learning theories

Environment as critical factor

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The Five-Factor Model of Personality

5 Factor Personality Theory identifies basic traits

formed by genetics and early learning

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Dimensions of Brand Personality

Brand personality: A set of human characteristics that

become associated with a brand

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Nature of Emotions

Emotions: Strong, relatively uncontrolled feelings that

affect behaviour, accompanied by physiological changes

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Types of Emotions

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Emotions & Marketing Strategy

Emotion arousal

Motives aroused by emotional factors

Many products feature emotion as primary benefit, e.g.

adventure travels, charity, soft drinks, cars

Emotion reduction

►Products designed to prevent / reduce negative emotions, e. g. anxiety, depression, boredom

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Definition of Attitude

 What is an attitude?

 A learned predisposition to respond in a consistently positive or negative way to a given object / event

 A lasting mix of motivational, emotional, perceptual and cognitive processes about aspects of our environment, e.g. people, places, ideas, products etc.

 Components are:

– Cognitive

– Affective

– Behavioural

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Attitude Components and Manifestations

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Cognitive Component

 Consists of the consumer’s beliefs and

knowledge about the product’s attributes

 Many beliefs relate to the evaluation of attributes

 Cognitive component represents the summation of

evaluations

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Affective Component

 Represents the consumer’s ‘feelings’ or

emotional reaction to a product

 Based on experience or cognitive information

 Response is person-situation specific

 Cultural influence

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Behavioural Component

 Represents the consumer’s

tendency (intention) to respond in a

particular way towards the object or

event

 Behaviour

 Intention

 Situational influence

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Component Consistency

 Attitude components (cognitive, affective and

behavioural) tend to be consistent

 A change in one component will have a flow-on effect

on other components

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Attitude-Change Strategies

Marketers are ultimately concerned to influence

behaviour incl. change of attitude:

 Changing the affective component

 Changing the behavioural component

 Changing the cognitive component

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Attitude-Change Strategies (cont.)

 Affective component change:

 Involves changing the consumer’s ‘feel’ about a

product, without necessarily directly influencing their

beliefs or behaviour through

• Classical conditioning

• Positive affect towards the advertisement

• Mere exposure

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Attitude-Change Strategies (cont.)

 Behavioural component change:

 Alter the purchase behaviour or consumption

behaviour directly, which may in turn lead to a change

in belief or affect

• Based on operant conditioning (trial, free samples)

• Change in beliefs or improved knowledge base will

have subsequent influence on affect and behaviour

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Attitude-Change Strategies (cont.)

 Cognitive component change:

 Change the beliefs about the attributes of the brand

 Change the relative importance of these beliefs

 Add new beliefs

 Change the beliefs about the attributes of the ‘ideal’

brand

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Communication and Attitude Change

 Source characteristics

 Source credibility

• Trustworthiness

• Expertise

 Celebrity sources

• Attract more attention

• Identification / emulation

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Celebrity Sources

Matching endorser (celebrity) with product and target audience

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Communication & Attitude Change

 Appeal Characteristics

 Fear (unpleasant consequences if attitude and/or

behaviour is not altered)

 Humour

 Comparative advertisement (comparing attributes of

focus brand to those of competitor)

 Emotional (message is constructed to elicit a positive

response/feeling rather than provide information)

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Communication & Attitude Change

 Message-structure characteristics

 One-sided versus two-sided messages

• Advantages vs. disadvantages

• Competitors

 Non-verbal components

• Influence of pictures, music etc.

• Are of significant impact, if under-researched

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Lecture Summary

REMEMBER…

 Motivation, Motivation Theories

 Latent and Manifest Motives, Motivational Conflict

 Personality: Theories, brand personality

 Emotions: Nature, Types, Impact on Marketing

 Attitude: Definition and Components, change of

attitude

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Next Lecture…

Group Influence and Social Class

Why others and society matter