CHAPTER TEN

Motivation, Personality, and Emotion

McGraw-Hill/Irwin
Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

Learning Objectives
1.
Understand the nature of motivation, the role it plays in consumer behavior and how marketers can use motives in developing marketing strategy. Understand the approaches to determining which motives are behind the purchase of products and brands as well as the difficulties in making such determinations. Understand the nature of personality, the role it plays in the consumption process and how marketers can use personality in developing marketing strategy. Understand the nature of emotion, the role it plays in the consumption process and how marketers can use emotion in developing marketing strategy.

2.

3.

4.
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Motivation
Motivation energizing force that
activates behavior and provides purpose and direction to that behavior. ~ The reason for behavior.

Motive construct representing an

unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response. ~ Why we do things.
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Maslows Hierarchy of Needs

Four Premises: 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, more advanced motives come into play.

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Maslows Motive Hierarchy

5.

Advanced
4.

Self-actualization: This involves the desire for selffulfillment, to become all that one is capable of becoming. Esteem: Desires for status, superiority, self-respect, and prestige are examples of esteem needs. These needs relate to the individuals feelings of usefulness and accomplishment. Belongingness: Belongingness motives are reflected in a desire for love, friendship, affiliation, and group acceptance. 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. Physiological: Food, water, sleep, and to a limited extent, sex, are physiological motives. Unless they are minimally satisfied, other motives are not activated.

3. 2.

1.

Basic
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Marketing Strategies and Maslows Hierarchy

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McGuires 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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McGuires Cognitive Motives

Cognitive Preservation Motives

Need for Consistency (active, internal) Need for Attribution (active, external) Need to Categorize (passive, internal) Need for Objectification (i.e., cues) (passive, external)

Cognitive Growth Motives

Need for Autonomy (i.e., Independence) (active,
internal) Need for Stimulation (active, external) Teleological Need (i.e., desired outcomes or end states) (passive, internal) Utilitarian Need (i.e., problem solvers) (passive, external)
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McGuires 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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Discovering Purchase Motives

Manifest motives are those that are

known and acknowledged. Latent motives are those that are either unknown to the customer or ones that the customer are reluctant to acknowledge. Researching latent motives often requires use of projective techniques.
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Latent and Manifest Motives

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Motivation Research Techniques

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Projective Technique Example

What do you think of the new software that the company installed?

I havent used it much yet, but...

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Projective Technique Example

Someone who drinks hot tea is
______________. Tea is good to drink when __________________. Making hot tea is _________________________. My friends think tea is _____________________.

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Projective Technique Example

Results of a word association test with alternative brand names for a new fruit-flavored sparkling water drink included the following: Possible Brand Name Ormango Tropical Fruit Orange Sparkle Paradise Passion Associated Words Green, tart, jungle Juice, sweet, island Light, bubbly, cool Fruity, thick, heavy

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Means-End Analysis
The benefit chain or laddering technique
(based on Means-End Theory) seeks a deeper understanding of how product attributes are associated with personal beliefs and goals. Thus, it provides insights into why the customer thinks various benefits are important. Knowing why customers care about certain attributes may suggest the kinds of quality improvements that will be most meaningful to customers.

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Here is a typical chain or ladder obtained

from a secretary discussing why she would prefer to use an overnight package delivery service that has drop boxes available:
Drop Box Convenient Save Time Can Do More Personal Satisfaction Accomplishment Self-Esteem

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Most Ads appeal to Multiple Motives

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Motivation Conflict
Approach-Approach Conflict choice
between 2 attractive alternatives. Approach-Avoidance Conflict both + and consequences in purchase of particular product. Avoidance-Avoidance Conflict choice between 2 undesirable alternatives.

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Do marketers create needs?

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Personality
Personality is an individuals characteristic
response tendencies across similar situations. A consistent repeated pattern of behavior is what constitutes personality. Personality theories can be categorized as either individual or social learning theories, however, many people believe that a combination of both individual characteristics (genetics) and social learning (environment) impact personality. Consumers tend to purchase products with personalities similar to their own. OR Products that strengthen an area the consumer feels weak in.

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Personality Theory

Two Common Assumptions: All individuals have internal characteristics or traits Consistent and Measurable differences between individuals
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Need For Cognition (NFC)

Individuals differ in their tendency to
engage in and enjoy thinking. High-NFC individuals intrinsically enjoy thinking, whereas low-NFC individuals tend to avoid effortful cognitive work. Research indicates an individuals level of NFC affects many facets of his/her consumption behavior.

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The Five-Factor Model of Personality

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Dimensions of Brand Personality

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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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The Nature of Emotions

Emotions are strong, relatively uncontrolled feelings that affect our behavior.

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Emotions and Marketing Strategy

Emotion arousal as a product benefit Emotion reduction as a product benefit Emotion in advertising
Emotional Arousal More Processing of Ad Emotional Ads May be Remembered Better Positive Emotion Positive Attitude
Toward the Ad Toward the Brand Positive Attitude

Emotions are often Classified Along the

Dimensions of Pleasure, Arousal Dominance.
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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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