Transcript Motivation, Personality and Emotion

Chapter 10 Motivation, Personality
and Emotion
• The nature of motivation
• 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  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
10–1
Theories of Motivation
• Maslow’s hierarchy of needs
• McGuire’s psychological motives
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PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
10–2
Maslow’s Hierarchy of Needs
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, the more
advanced motives come into play.
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
10–3
Maslow’s
Hierarchy
of Needs
Self-Actualisation
(Self-fulfillment)
Ego Needs
(Prestige, status, self esteem)
Social Needs
(affection, friendship, belonging)
Safety and Security Needs
(Protection, order, stability)
Physiological Needs
(Food, water, air, shelter, sex)
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
10–4
McGuire’s Psychological Motives
• Cognitive preservation motives
• Cognitive growth motives
• Affective growth motives
• Affective preservation motives
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
10–5
McGuire’s Psychological Motives:
Cognitive Motives
10–6
McGuire’s Psychological Motives:
Affective Motives
10–7
Appealing to the Individual’s Need for
Self-Expression
10–8
Appealing to Consumers’ Need to Enhance
their Self-Esteem
10–9
Discovering Purchase Motives
Latent
motives
Manifest motives
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PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
10–10
Latent and Manifest Motives in a
Purchase Situation
10–11
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  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
10–12
Marketing Strategies Based on
Motivation Conflict
• Approach–approach
• Approach–avoidance
• Avoidance–avoidance
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PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
10–13
Personality
• Individual personality theories
• Social learning theories
• A combined approach
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
10–14
Personality (cont.)
• Nature of personality
• Individual personality theories
–
–
–
Sigmund Freud
Neo-Freudians
Trait theory
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
10–15
The Five-Factor Model of Personality
10–16
The Use of Personality in Marketing
• Brand personality
–
A set of human characteristics that become associated
with a brand
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PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
10–17
Dimensions of Brand Personality
10–18
Communicating Brand Personality through
Advertising
10–19
Communicating Brand Personality through
Advertising (cont.)
10–20
The Nature of Emotions
10–21
Types of Emotions
10–22
Emotions and Marketing Strategy
• Emotion arousal as a product benefit
• Emotion reduction as a product benefit
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
10–23
Next Lecture…
Chapter 11:
Attitude and Attitude Change
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
10–24