Transcript motivations - Faculty Personal Homepage

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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PART III: INTERNAL INFLUENCES
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CHAPTER
10
MOTIVATION,
PERSONALITY,
AND EMOTION
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The Nature of Motivation
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
Two useful motivation theories:
1. Maslow’s Hierarchy of Needs
•
A macro theory designed to account for most human
behavior in general terms.
2. 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
Maslow’s Hierarchy of Needs
Based on four premises:
1. All humans acquire a similar set of motives through
genetic endowment and social interaction.
2. Some motives are more basic or critical than others.
3. The more basic motives must be satisfied to a
minimum level before other motives are activated.
4. As the basic motives become satisfied, more advanced
motives come into play.
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The Nature of Learning and Memory
Marketing Strategies and Maslow’s Needs Hierarchy
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The Nature of Motivation
McGuire developed a classification with16 categories
Two criteria determine four categories:
•
Is the mode of motivation cognitive or affective?
•
Is the motive focused on preservation of the status quo
or on growth?
Four categories further subdivided:
•
Is this behavior actively initiated or in response to the
environment?
•
Does this behavior help the individual achieve a new
internal or a new external relationship to the
environment?
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McGuire’s Four General Categories
• Cognitive motives: focus on the person’s need for being
adaptively oriented toward the environment and achieving a
sense of meaning.
• Affective motives: deal with the need to reach satisfying
feeling states and to obtain personal goals.
• Preservation-oriented motives: emphasize the
individual as striving to maintain equilibrium.
• Growth motives: emphasize development
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The Nature of Motivation
McGuire’s Four General Categories:
1. Cognitive Preservation Motives
2. Cognitive Growth Motives
3. Affective Preservation Motives
4. Affective Growth Motives
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Nature of Motivation
McGuire’s Psychological Motives
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)
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Nature of Motivation
McGuire’s Psychological Motives
2. 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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Nature of Motivation
McGuire’s Psychological Motives
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)
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Nature of Motivation
McGuire’s Psychological Motives
4. 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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Applications in Consumer Behavior
The Mercedes-Benz ad
provides an excellent
example of targeting
women high in need for
assertion
They are competitive
achievers, seeking
success, admiration, and
dominance.
Important to them are
power, accomplishment,
and esteem.
Courtesy Mercedes Benz USA, Inc.
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Motivation Theory and Marketing Strategy
Consumers do not buy products; instead they buy motive
satisfaction or problem solutions.
Managers must discover the motives that their product and
brands can satisfy and develop marketing mixes around
these motives.
Do marketers create needs?
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Motivation Theory and Marketing Strategy
Marketers do create demand!
Demand is the willingness to buy a particular
product or service.
It is caused by a need or motive, but it is not the
motive.
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Motivation Theory and Marketing Strategy
Discovering Purchase Motives
Manifest motives are motives that are
known and freely admitted.
Latent motives are either unknown to the
consumer or are such that he/she is
reluctant to admit them.
Projective techniques are designed to
provide information on latent motives.
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Motivation Theory and Marketing Strategy
Latent and Manifest Motives in a Purchase Situation
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Motivation Theory and Marketing Strategy
Motivation Research Techniques
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Motivation Theory and Marketing Strategy
Marketing Strategies Based on Multiple Motives
Communication Strategy
1
Product advertising must
communicate multiple
benefits
Latent
Motives
3
2
Indirect appeals are
frequently used for latent
motives
Direct appeals are often
effective for manifest
motives
Manifest
Motives
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Motivation Theory and Marketing Strategy
Hedonic Shopping Motives p376
1. Adventure Shopping
2. Social Shopping
3. Gratification Shopping
4. Idea Shopping
5. Role Shopping
6. Value Shopping
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Motivation Theory and Marketing Strategy
Marketing Strategies Based on Motivation Conflict
Three types of motivational conflict:
1. Approach-Approach Motivational Conflict
•
A choice between two attractive alternatives
2. Approach-Avoidance Motivational Conflict
•
A choice with both positive and negative consequences
3. Avoidance-Avoidance Motivational Conflict
•
A choice involving only undesirable outcomes
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Motivation Theory and Marketing Strategy
Motivation and Consumer Involvement
Involvement is a motivational state caused by consumer
perceptions that a product, brand, or advertisement is
relevant or interesting.
It influences numerous
consumer behaviors and
thus…
It influences marketers’
strategies.
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Personality
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
 Trait theories examine personality as an individual
difference, allowing marketers to segment consumers
on these differences.
 Trait theories assume
1. All individuals have internal characteristics or traits
related to action tendencies, and
2. There are consistent and measurable differences
between individuals on those characteristics.
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Personality
1. 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.
2. Single Trait Approach
•
Consumer Ethnocentrism
•
Need for Cognition
•
Consumers’ Need for Uniqueness
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Personality
Multitrait Approach
Multitrait personality theory identifies several traits that in
combination capture a substantial portion of the personality
of the individual.
The Five-Factor Model is commonly used by marketers,
which identifies five basic traits that are formed by genetics
and early learning.
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Personality
The Five-Factor Model of Personality
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Personality
Single Trait Approach
Single trait theories
emphasize one trait as being
particularly relevant.
They do not suggest that
other traits are nonexistent or
unimportant.
Rather, they study a single
trait for its relevance to a set
of behaviors.
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Personality
Examples of Single-Trait Theories
Neuroticism
Compulsive
Buying
Vanity
Materialism
Trait
Anxiety
Affect
Intensity
Locus of
Control
Sensation
Seeking
SelfMonitoring
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Personality
Three additional traits:
1. Consumer Ethnocentrism
• Reflects an individual difference in consumers’
propensity to be biased against the purchase of foreign
products.
2. Need for Cognition (NFC)
• Reflects an individual difference in consumers’
propensity to engage in and enjoy thinking.
3. 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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The Use of Personality in Marketing
Practice
Sometimes
consumers choose
products that fit
their personality.
Other times,
consumers use
products to bolster
an area of their
personality where
they feel weak.
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The Use of Personality in Marketing
Practice
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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The Use of Personality in marketing
Practice
Dimensions of Brand Personality
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The Use of Personality in Marketing
Practice
Communicating Brand Personality
Three important advertising tactics:
1. Celebrity Endorsers
2. User Imagery
3. Executional Factors
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The Use of Personality in Marketing
Practice
Communicating Brand Personality
Celebrity endorsers are
often a useful way to
personify a brand.
The characteristics and
meaning of the
celebrity can transfer to
the brand.
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The Use of Personality in Marketing
Practice
Communicating Brand Personality
User imagery involves
showing a typical user
along with images of the
types of activities they
engage in while using the
brand.
User imagery helps to
define who the typical user
is in terms of their traits,
activities, and emotions.
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The Use of Personality in Marketing
Practice
Communicating Brand Personality
Executional factors go beyond the core message to include
“how” it is communicated, such as the
• “tone” of the ad (serious vs. quirky)
• appeal used (fear vs. humor)
• logo and typeface characteristics (scripted font
may signal sophistication)
• pace of the ad
• media outlet chosen
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Emotion
Emotion is the identifiable specific feeling, and affect is
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
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
Dimensions of Emotion
 Pleasure
 Arousal
 Dominance
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Emotion
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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Emotion
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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Emotion
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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Emotions and Marketing Strategy
Marketers have always used emotions to guide
the following on an intuitive level:
• product positioning
• sales presentations, and
• advertising
However, deliberate, systematic study of the
relevance of emotions in marketing strategy is
relatively new.
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Emotions and Marketing Strategy
 Emotion Arousal as a Product Benefit
•
Consumers actively seek products whose primary or
secondary benefit is emotion arousal.
 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
 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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