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CONSUMER BEHAVIOUR
Chapter 8
Motivation and Emotion
CHAPTER OVERVIEW
Motivation is behind all purchases, whether the buyer is a consumer or an organisation. Marketers need to
be aware of both the conscious and unconscious drivers behind consumer behaviour. Motivational research
will help marketers segment their markets and prepare marketing campaigns to better suit consumer needs.
Hull, Maslow, McGuire and McClelland each address theories that are relevant to the marketing discipline
and consumer behaviour.
Motives can be conscious or unconscious in nature, extrinsic or intrinsic, or functional or expressive.
Conflict can occur when different motives are acting on a consumer, but marketers can use strategies to
help overcome these situations.
Emotion can also appeal to consumer’s motives. Research has revealed that men and women react
differently to emotional appeals by marketers.
LEARNING OBJECTIVES
After reading this chapter, students should be able to:
 Describe the nature of consumer motivation and the different types of buying motives
 Discuss how the major theories of motivation relate to consumer behaviour
 Outline the influence of motivational conflict on the purchase decision process
 Discuss the difference between rational and emotional motives
 Describe the tactics used in motivational research
 Discuss the nature of emotion and its influence over marketing strategy development.
CHAPTER TOPICS
1.
2.
3.
4.
5.
6.
7.
8.
9.
What is motivation?
The nature of motivation
Major theories of motivation
 Drive and primary and secondary motives
 McClelland’s secondary needs theory
 Maslow’s hierarchy of needs theory
 McGuire’s psychological motivation theory
Motivational roles
Motivation and organisational buying
 Situational needs
 Functional needs
 Social needs
 Knowledge needs
Fear appeals
Motivational conflict
 Avoidance–Avoidance conflict
 Approach–Avoidance conflict
 Approach–Approach conflict
Social marketing and motivation
Motivational research
 Case in point 8.1—Motivational research
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 Case in point 8.2—Emotive pitch is key to women
10. Emotion
LECTURE OUTLINE
Encourage discussion to introduce subject:
Consumers don’t just buy a product or service for the sake of it. And often our reasons for purchase go
beyond the functional benefits of that product.
Ask students what brand of watch they are wearing. Why do people buy a Rolex watch, if their prime
reason or motivation is to tell the time? Different groups of people are motivated by different reasons.
Most people buy a watch for an accurate picture of the time. But some want special functions (like a
stopwatch); others want a fashion accessory they can change with their outfits, whilst others need a large
face so it’s easy to see the time.
As marketers, we are interested in knowing what motivates buyers so we can satisfy their needs. We don’t
create consumer needs, we appeal to existing needs.
This chapter will consider the nature of motivation and various motivation theories that help us to
understand buyers better. In this context, we refer to both consumers and organisational buyers.
1.
What is motivation?
Motivation describes the ‘internal drives of an individual which arouse, maintain and direct human
behaviour towards a goal’ (text, p. 222). Motives drive behaviour and different people are motivated by
different goals. Figure 8.1 (text, p. 222) illustrates how individuals are motivated towards achieving goals.
Refer to the interactive exercises for discussion ideas.
2.
The nature of motivation
Motivation is closely linked to personality and learning. Self-concept is also reflected in our motivation
behind a purchase.

Motivation can be quite complex to research, because sometimes consumers don’t know the
reasons behind a purchase, or are unwilling to verbalise their true motivations. This can also be
addressed when looking at conscious versus unconscious motives. Challenge students to think of
the real reasons for visiting that nightclub on a regular basis. Surely it isn’t so you can pay more
for drinks?

Purchases may be made for functional (rational) or expressive (emotive) reasons. Functional
criteria are based on the actual attributes or features of a product or service. We tend to think of
businesses as assessing their purchases in this way, although human beings are still the ones
making the decisions. The expressive reason for buying includes the emotive reasons like a
prestige brand and peer approval. In this case, the product is evaluated based on the product and
its fit with the consumer’s ideal ‘self-concept’.

Motivation can be positive or negative in direction. We may feel a driving force toward some
object or condition (like being fit or looking good), or a driving force away from some object or
condition (avoiding fatty foods or ill-fitting clothing for our age).

Motives and goals are constantly changing. We are rarely completely satisfied. New needs
emerge as old needs are satisfied. Researchers have concluded that individuals who successfully
achieve their goals usually set new and higher goals for themselves.

Consumer behaviour and the intensity of drives are influenced by expectations of success or
failure in reaching certain goals. When a consumer may not be able to achieve a goal they expect
will satisfy their needs (or motivations), their behaviour may be directed to an alternative or
substitute goal. For example, a person may not be able to afford Redken products for their hair on
a regular basis, but some marketers have put out close substitutes to meet the consumer’s needs.
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
3.
Motivation can be intrinsic (internally driven) or extrinsic (externally driven). For example,
hunger is an involuntary physiological drive from within our own bodies. However, an
advertisement whilst driving or the passing of the golden arches may be an extrinsic cue to eat
McDonald’s.
Major theories of motivation
There are many different theories that try to explain motivation.
Drive and primary and secondary motives
In the 1940s Hull considered that our primary drives (or homeostatic needs) were biological needs like
hunger, safety and thirst. Later this theory was modified to also include secondary drives, which also cause
tension and anxiety. These secondary drives are typically learned. When anxiety is reduced, an
individual’s drive is then reduced or diminished. This is why it is called ‘drive reduction’ theory.
One major assumption behind this theory is that once a drive is satisfied, the tension is reduced. This
conflicts with our earlier discussions on how our drives or motives are constantly changing, and can
become more intense at a different level once the primary goals are achieved.
McClelland’s secondary needs theory
McClelland developed a theory based on a trio of needs. The key to this theory is that these needs are
learned, based on rewards and punishment (and closely linked to operant conditioning, covered in Chapter
6.) These needs are as follows:
1.
The need for achievement considers that people with a high need for achievement tend to be selfconfident, risk-averse and similar to those self-made millionaires raised in the previous chapter in
Case in point 7.3.
2.
The need for affiliation suggests that behaviour is highly influenced by the desire for friendship,
acceptance and belonging.
3.
The need for power relates to an individual’s desire to control others. Many individuals
experience increased self-esteem when they employ power over objects or other people.
Consider the Interactive Class Exercise below for examples.
Maslow’s hierarchy of needs theory
Abraham Maslow developed a widely-accepted theory of motivation based on a ‘hierarchy of needs’. His
theory suggests that individuals seek to satisfy lower-level needs before higher-level needs emerge.
Maslow’s hierarchy of needs includes five categories of needs:
1.
2.
3.
4.
5.
Physiological needs—these needs are the individual’s basic physical needs, including food,
water, shelter, clothing, rest and sex.
Safety needs—these needs are concerned with physical and psychological safety. Physical safety
includes protection from danger and ill-health. Psychological needs address order, stability,
routine, familiarity, security and assurance in the future.
Social needs—include needs of acceptance, love, affection and belonging.
Esteem needs—take either an inward or outward point of reference, or both. Inwardly-directed
needs reflect an individual’s need for self-acceptance, self-esteem, success, independence and
personal satisfaction. Outward-directed needs include the need for recognition by others,
prestige, a fine reputation or status.
Self-actualisation needs—these needs are never really satisfied. Self actualisation refers to the
desire to be our very best and fulfil our potential.
Maslow believed that once one set of needs was satisfied, people would be motivated by higher order
needs. In fact, people can be motivated by more than one level of needs at a time, with the importance of
each level dependent on the individual’s particular situation. This makes sense, since we can’t always go
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back to the beginning of the hierarchy because we are hungry, and then make our way up through every
level of the hierarchy to seek approval from others once we have eaten!
The importance individuals place on certain needs may change over time. For example, if a person loses
their house in a bushfire, they will be more interested in finding accommodation than job satisfaction.
Interestingly, in more advanced countries like Australia, most people’s lower-order needs are satisfied, so
advertising tends to focus more on higher-order needs of belongingness, esteem and image.
Refer to both the Interactive and Discussion Exercises below to encourage student participation.
McGuire’s psychological motivation theory
McGuire’s theory of motivation suggests that individuals have separate internal and external motives.
External motives are based on social influences and internal motives are based on aspects of the
consumer’s sense of self. This relates very closely to consumer behaviour, since typically influences are
divided into two categories—(1) internal (Chapters 5–9) and (2) external (Chapters 10–12).
Table 8.1 summarises the major aspects of McGuire’s theory.
Internal motive or need
Need for consistency
Description
Internal equilibrium or balance
Need for (attribute) causation
Determine the causes of what
happens to us
Need to categorise
Organise information and
experiences in a meaningful way
Need for cues
Observable signs that allow us to
know what is happening
Need for independence
Driven by a need for self-worth
Need for novelty
People seek variety and
difference
Description
Express one’s identity to others
To defend our own identity
External motive
Need for social expression
Need for ego-defence
Need for assertion
Need for reinforcement
Need for affiliation
Need for modelling
Engage in those activities that
increase our self-worth and
esteem in front of others
Act in a certain way because we
are rewarded for doing so
Develop mutually satisfying
relationships and be accepted by
others
Our desire to be like others or be
a model role for others
Example
An elite product is higher priced
and available at exclusive stores
Our friend recommending a
certain product is likely to be
believed more than a
salesperson’s efforts
Price points such as fragrance
over $100 and fragrance under
$100
The tick from the Heart
Foundation lets us know the
product is good for us
Companies like Nike ‘Just do it’
appeal to this need
The many flavours available in
MasterFoods’ marinades
Example
Purchase of status symbols
Purchase the right brand of drink
at a night club so we appear cool
Slogans such as ‘be what you
want to be’ appeal to these
needs
Samples and prizes by marketers
encourage consumers to buy
promoted brands
‘You ought to be congratulated’—
Meadow Lea
Use of celebrities in ads
Refer to Exercises below for reinforcement.
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4.
Motivational roles
Consumer reasons for purchase can be categorised into ‘functionally oriented’ or ‘self-expressive’.
Functional needs are practical needs based on the utility offered by the product. Self-expressive needs are
based on self-concept and concern for social image. Functional benefits are taken for granted by people
who buy products for expressive reasons.
Certain product categories focus more on expressive needs than functional needs. Surf clothing brands like
Rip Curl and Billabong focus more on self-image. Yet Big W and Best & Less consider the more
functional use of their products. All brands offer similar utility or function, but consumers are happy to pay
the price for what they consider ‘style’ or ‘fashion’.
5.
Motivation and organisational buying
Organisations are considered ‘rational’ in their purchasing decisions. However, a range of factors influence
level of satisfaction and motivation for organisations. Figure 8.3 (text, p. 232) illustrates the components
of organisational needs.
The ‘must-haves’ relate to those factors that the customer sees as essential to a transaction. These factors
are based on quality and reliability. All suppliers in their evoked set meet these criteria. The ‘delighters’
are the characteristics that enhance the buyer’s satisfaction. The more satisfied a customer, the more
chance of a repeat purchase. These are the attributes sellers must focus on when developing strategies for
organisational buyers.
There are several categories of buyer needs in business markets:
Situational needs
Needs unique to the particular buying situation, such as an urgent order or short-term storage space.
Functional needs
Functions, benefits and attributes required for a purchase. The essential buying criteria and minimum
requirements that must be met.
Social needs
Interrelationships between seller and buyer are important here. As are the factors that might affect the
buyer or organisation’s standing in the environment.
Knowledge needs
This involves training and development support offered by the seller.
Table 8.2 (text, p. 233) provides an example of assessing a business buyer’s needs. Refer to the Interactive
Exercise below to assess student understanding.
6.
Fear appeals
Fear can be an effective (and not so effective) tool for advertisers to consider. A ‘fear’ appeal is more
effective when there is a large chance of serious consequences actually happening if behaviour doesn’t
change or a particular purchase is not made. Fear doesn’t have to relate to physical harm, but in most cases
it will.
7.
Motivational conflict
Consumers have many motives that drive their behaviour. So what happens when conflicting motives are
working to satisfy their needs—with different outcomes? For example, what happens when a consumer is
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hungry, they want something quick and not so healthy, but they know they shouldn’t have fatty or fried
foods? This conflict is called motivational conflict and causes us to take action to reduce this conflict.
There are three types of motivational conflict:
Avoidance–Avoidance conflict
This type of conflict occurs when the consumer faces a choice between two undesirable situations.
For example, private health insurance may seem like an unnecessary evil, when you’re not sure you’re
actually going to need it. But there is always a risk that someone in the family will get ill and need some
elective work done. Marketers need to show the positive side of joining a health fund, such as added
bonuses, whether you’re sick or not.
Approach–Avoidance conflict
This conflict occurs when a consumer has a desire for a particular product, but they see some negative
consequences of their behaviour.
For example, a consumer may really want that new outfit for the party on the weekend, but can’t afford it.
Alternatively, a consumer wants a quick snack, but this usually results in eating food with little nutritional
value.
Marketers need to offer special payment options to reduce the guilt of ‘buying and having now’. With the
latest media coverage on childhood obesity and the need to be healthy, snack food companies are offering
healthier alternatives for consumers.
Approach–Approach conflict
This conflict is based on opportunity cost.
For example, if a consumer buys a famous brand of jeans, he may have to forgo the purchase of a new
motorbike helmet, since both are not affordable. Again payment options might be considered to encourage
the consumer to buy both (which questions a company’s ethical responsibility) or alternatively, special
incentives or packages might be designed to help the customer make a speedy decision. Appliance retailers
often use this tactic to encourage people to make a decision when in their store.
8.
Social marketing and motivation
Social marketing involves marketing messages in relation to social issues such as health and wellbeing.
Research into the motivation for consumers adopting products that reflect salient social issues include:
 Problem removal
 Problem avoidance
 Self-approval
 Sensory gratification.
Although fear appeals are often used, appeals based on self-esteem have been proven to be more
successful.
9.
Motivational research
Motivational research can be used by marketers to get information about the unconscious or underlying
purchase decision drivers, as well as how consumers perceive competing brands.
Case in point 8.1—Motivational research
Motivational research attempts to explain why consumers behave as they do. Often the research techniques
aim to find out things about consumers that even the consumers themselves are not aware of.
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Both high and low involvement products benefit from this type of research. How may of us know why we
really get dressed in a certain order, or squeeze our toothpaste that way. Idiosyncrasies like using the same
coloured pegs on a piece of clothing or spending more on adornment as we age, are all interesting findings
that can help marketers appeal to consumer needs.
The three major motivational research techniques include:
 Observation—in person or through video cameras, provides a partial picture of behaviour.
 Focus groups—to unravel some of the mysteries behind behaviour, the moderator must be skilled
and able to encourage interaction from all participants.
 Depth interview—a lengthy one-on-one interview to ascertain underlying behaviour. Projective
techniques to encourage scenario building or story telling are often a less threatening approach to
discover underlying motives.
To analyse the findings, a researcher looks for ‘systematic patterns of response’. Direct responses are
compared against projected responses. Culture drives the analysis, since it is the underlying framework
under which we all operate. In a marketing context, the business environment must also be understood.
This includes competitive forces, brand images, relative market shares, the role of advertising in a certain
category and trends in the marketplace.
Case in point 8.2—Emotive pitch is key to women
A key neurological difference between men and women is how our brain cells are structured and organised
to control different behavioural functions. This finding is particularly relevant to advertising placement. If
an ad is placed on the left-hand page, it will have a greater chance of being recalled by at least half of the
men and women. However, if an ad is placed on the right-hand page, more than 65 per cent of women
could recall it but few men!
Another area of neurology that is intriguing is how men and women deal with emotion. Women have
emotional responses in both sides of the brain, whilst men’s emotional functions are concentrated in the
right side of the brain. In both men and women, our ability to verbalise rests on the left-hand side of the
brain. This means a man’s emotions and his ability to verbalise are in opposite hemispheres. The
implication for marketers is simple: the female is wired to seek emotions and relationships, while men are
designed to communicate facts and data. Therefore a marketer aiming at men should use figures, facts and
product features. Women should be targeted using more emotive techniques and visually appealing
images.
Can students think of examples where the marketer may have got it wrong? Facts and figures on power
tools might work for men, but women want to know the final result and how it will feel!
10.
Emotion
Emotion is a powerful force in communication and learning. As Case in point 8.2 demonstrates, emotional
appeals can have a bigger impact on women than men.
Consider the types of products that use emotion as an appeal. What type of people are they targeting?
What types of products or services are being advertised?
Emotion can appeal to a consumer’s unconscious drives and stimulate them to action. Consider the
exercises below.
INTERACTIVE CLASS EXERCISES
What is motivation?
Ask students to consider the purchase of a piece of clothing. What would motivate them to buy one brand
over another? The ideas you want to raise here will include physical needs (warmth), safety (prevent
sunburn), affiliation (so peers won’t laugh at them), make a statement in regards to their status, purpose of
clothing (party), etc.
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The aim of the exercise is for students to consider just how complex motivational research can be, and the
reasons behind segmenting the market to appeal to like-minded people.
The nature of motivation
Consider the main characteristics of motivation:
 Conscious versus unconscious motives.
 Purchases may be made for functional (rational) or expressive (emotive) reasons.
 Motivation can be positive or negative in direction.
 Motives and goals are constantly changing.
 Consumer behaviour and intensity of drive are influenced by expectations of success or failure in
reaching certain goals.
 Motivation can be intrinsic or extrinsic.
Break students into groups. Consider the nature of motivation using the above points for the following
products:
 Sunglasses
 Great Barrier Reef holiday
 Mobile phone/camera
 IPod
 Toyota Landcruiser
 Bottle of wine.
Students may want to use the following table to stimulate their discussion.
Product _____________________________
Characteristic of motivation
Application to product
These needs could be conscious motives:
These needs could be unconscious motives:
Functional reasons for purchase:
Expressive reasons for purchase:
Positive direction of motive
Negative direction of motive
(both may not be applicable)
How might motives change?
How might actions or intensity of drive be
influenced by expectations of success or failure?
continued
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Intrinsic motivators:
Extrinsic motivators:
Drive and primary and secondary motives
Encourage examples from students to reflect products that meet:
 Primary needs
 Secondary needs.
You may find that a particular brand meets both types of needs. Can students think of times when a need is
met and further stimulated by the satisfaction of that need?
McClelland’s secondary needs theory
Consider the trio of needs and examples of products that target each:
 The need for achievement—targets high achievers
 The need for affiliation—targets followers or those that don’t like rocking the boat. Age could
come into this level of need too
 The need for power—opinion leaders.
Maslow’s hierarchy of needs theory
Break students into groups. Ask each group to discuss how Maslow’s hierarchy of needs could be used to
develop a marketing strategy for one of the following products or services:
a) Salvation Army
b) community church
c) DVD player
d) plasma screen TV
e) chips
f) security system.
McGuire’s psychological motivation theory
Consider McGuire’s internal and external needs. Which needs are being appealed to by the following
brands?
a) Salvation Army
b) community church
c) Sony DVD recorder
d) Panasonic plasma screen TV
e) Kettle chips
f) home to base security system.
Motivational roles
Ask students to describe a person who would seek to satisfy self-expressive needs.
Now consider examples of product categories where functional and expressive needs are being met by
different brands. For example appliances, stereos, cars.
Motivation and organisational buying
Break students into groups. Ask them to determine the different motivations behind the following
organisations’ purchases. Table 8.2 (text, p. 233) provides an example of assessing a business buyer’s
needs:
a) A photocopier
b) Courier services
c) Long-term contract for stationery
d) Raw materials (flour or bakery)
e) Plastic bag packaging for bakery
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Fear appeals
Consider examples of advertisers that motivate consumers to action through fear appeals. The fear of
physical harm like drugs, drink driving, pap smears will be raised. Also consider fear of social disapproval
in your discussions.
Motivational conflict
Break students into groups. Describe how the three types of motivational conflict could arise when
purchasing the following:
a) Petrol for the car
b) Overseas holiday
c) New tyres
d) Hot chips
e) Wedding present
f) Fresh versus dried herbs.
More than one type of conflict could be applicable to some of these product categories.
Social marketing and motivation
Ask students to consider examples of companies that market social issues for attitude or behaviour change
to meet the following motivations:
 Problem removal—e.g. get better from sickness, provide home or food for homeless person
 Problem avoidance—e.g. reduce the risk of certain cancers
 Self-approval—e.g. esteem for those that donate, or give up smoking
 Sensory gratification—e.g. as soon as you stop smoking you will have renewed energy; as soon as
you have the test and find out everything is okay, you’ll feel great.
Motivational research
Encourage students to think of the underlying (or unconscious) motives behind buying some of the
following products:
 Jeans
 Coffee in a coffee shop
 Restaurant for a family night out
 Memorabilia for a favourite sporting team
 Interstate or overseas holiday.
Emotion
List all the emotions you can think of as a class. Consider the following: pleasure, duty, faith, gratitude,
joy, desire, affection, innocence, interest, distraction, contempt, conflict, guilt, sadness, happiness, fear,
shame, disgust.
Ask students how they could target men and women differently for a range of products and services such
as petrol, cars and car accessories (tyres), fertiliser for the garden, take-away food.
DISCUSSION EXERCISES
1.
Explain McClelland’s needs for achievement, affiliation and power. Find advertisements that appeal
to each of these different needs.
Achievement needs refer to those individuals who regard personal achievements as a motivation
goal. These types of individuals are good prospects for image products and services like Armani and
Rolex, do-it-yourself home improvement products and advertising appeals like ‘…now try the best’.
Power needs relate to an individual’s desire to control others. Innovations targeting opinion leaders
would fit this category, as do ads that stress speed, control (e.g. over finances) etc. Affiliation needs
relate to the need for friendship, acceptance and belonging. Advertisements that portray friendly or
family situations aim to meet the need for affiliation.
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2.
How could Maslow’s hierarchy of needs be used to segment a market or position the following
brands? Justify your choices.
a) RSPCA
b) A football code (like NRL or AFL)
c) Local nightclub
d) Cadbury Old Gold chocolate
e) Vitamins
a) RSPCA—Safety and protection of neglected animals is most likely to appeal to the second level—
safety.
b) A football code (like NRL or AFL)—this could vary, but seems to relate most to social needs like
belongingness and affiliation. Esteem needs could be addressed as we strive for satisfaction in
leisure or try to be recognised by others in terms of knowing the game and following a team.
Players could also be a target audience as they strive to be ‘simply the best’. In this case, self
actualisation needs could be considered.
c) Local nightclub—Social needs of belonging and love would be prominent. Although
physiological needs can’t be ignored.
d) Cadbury Old Gold chocolate—Although this is food, it is unlikely to meet physiological needs.
This type of chocolate is a way of congratulating and indulging oneself. Any status associated
with the use of the product though is directed internally.
e) Vitamins—Vitamins look after our health, so these relate more to physiological or safety needs
than any other category.
3.
Using McGuire’s psychological motivation theory, which internal and external motives would be
useful to consider when developing a promotional campaign for the products in question 2 above?
Give reasons for your choices.
a) RSPCA
b) A football code (like NRL or AFL)
c) Local nightclub
d) Cadbury Old Gold chocolate
e) Blackmores Vitamins
a) RSPCA—need for causation to protect animals from harm; need for affiliation as we increase
our self-worth in front of others;
b) A football code (like NRL or AFL)—need to categorise (our football code is the best); need for
independence since this football code is the one that attracts champions; need for affiliation as
we do what our mates do;
c) Local nightclub—need for cues since we go to the right nightclub; need for novelty as we go out
after a hard week of work and study; need for ego defence, social expression, affiliation and
modelling as we do what everyone else does and be seen at the right place;
d) Cadbury Old Gold chocolate—need for novelty as we treat ourselves;
e) Vitamins—need for causation since we must look after ourselves to be healthy; need for cues with
words like ‘natural’ means it must be good for us; need for independence as we strive to look
after ourselves better; need for modelling as we look at how others look good.
These answers are not exhaustive. That is why the rationale behind the answers was important.
4.
Interview five friends. Ask the following questions:
a) Which charity(s) have you donated to in the last 6 months?
b) How often do you donate your money or time?
c) Why did you donate your money (or time)?
d) Why did you not donate more, or on a regular basis?
Prepare a report on the role of motivational conflict in the decision to donate to a charity. How could
a charity overcome some of this conflict to encourage people to give more of their money or time?
Students should be able to determine how more than one conflict could arise. Avoidance–avoidance
conflict will be relevant when people are expected to give, but don’t necessarily want to. A marketer
may need to show donors exactly how their money is used or reward them with an appreciation letter.
Approach–Avoidance conflict will occur when a consumer wants to donate, but they don’t necessarily
have the time or money. This could be alleviated by flexible arrangements—such as offering monthly
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or regular giving, one-off donations instead of regular giving, etc. Approach–Approach conflict will
occur when someone will have to forgo the chance to attend a party to help out at an event.
Alternatively they might have to forgo a purchase, to donate to a charity. Letters of appreciation or
appealing to self-esteem or social needs through some sense of recognition could be used by the
marketer. The most relevant form of conflict will be approach–approach conflict.
5.
How would you use emotion to develop a promotional campaign for the following products?
a) sports car
b) supermarket
c) fun park like Dreamworld
d) Red Cross
e) deodorant
a) Sports car—the emotions that could be used include excitement, desire for adventure, desire for
self esteem, playful, dominant.
b) Supermarket—light-hearted, comfortable atmosphere
c) Fun park like Dreamworld—joyful, happy, delighted, pleased, fun, adventurous, entertaining,
exciting.
d) Red Cross—fear of those events happening to you, frustrated, moral and dutiful, caring.
e) Deodorant—fear of social BO, embarrassed or humiliated, desire, calming.
These emotions are not exhaustive. Students may also describe the messages or setting of the ad, and
how it will be executed.
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