Transcript Motivation, Personality and Emotion

Motivation, Personality and
Emotion
Chapter 10
 The nature of motivation
 The theories of motivation
 How marketers can appeal to consumers’ motives
 The underlying aspects of the theories of
personality
 The relationship of personality to marketing
 How emotions can be used in marketing strategies
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
1
Maslow’s Needs Hierarchy
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
2
McGuire’s Psychological Motives
 Internal: nonsocial motives
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consistency
causation
categorisation
cues
independence
novelty
 External: social
motives
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self-expression
ego-defence
assertion
reinforcement
affiliation
modelling
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
3
Motives
Latent
motives
Manifest motives
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
4
Motivation Research
Techniques
 Association techniques
 word association
 successive word association
 Completion techniques
 sentence completion
 story completion
 Construction techniques
 cartoon techniques
 third person techniques
 picture techniques
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
5
Motivation Conflict
 Approach – approach
 Approach – avoidance
 Avoidance – avoidance
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
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Personality
 Individual personality theories
 Social learning theories
 A Combined approach
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
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Personality and Emotions
 Nature of personality
 Theories related to personality
 Sigmund Freud
 Neo-Freudians
 Trait theory
 Personality and segmentation
 Emotions
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
8
Colours and Consumer
Perceptions
Blue
commands
respect, authority
Yellow
signals caution,
novelty,
temporary,
warmth
Green
secure, natural,
relaxed or
easygoing, living
things
* Coffee in blue can is
perceived as ‘mild’
* IBM holds the title to blue
low-calorie, skim milk
* Eyes register it faster
* Coffee in yellow can
tasted ‘weak’
* stops traffic and sells a
house
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
9
Ideal
self
Perceived
self
Actual
Self
Social
self
Apparent
self
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
10
Nature of Emotions
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
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