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CHAPTER TEN
Motivation, Personality, and Emotion
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Consumer Motivation
2
Involvement
and
Affect
Actual
State
Need
Recognition
Stimulus
Drive
State
Goaldirected
Behavior
Incentive
Objects
Desired
State
Motivation: An activated state within a person that leads to goal-directed
behavior. It is the reason for behavior.
Motive:
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An unobservable inner force that stimulates and compels a
behavioral response and provides specific direction to that response.
Maslow’s Motive Hierarchy
3
Advanced
Basic
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5.
Self-actualization: This involves the desire for selffulfillment, to become all that one is capable of becoming.
4.
Esteem: Desires for status, superiority, self-respect, and
prestige are examples of esteem needs. These needs
relate to the individual’s feelings of usefulness and
accomplishment.
3.
Belongingness: Belongingness motives are reflected in a
desire for love, friendship, affiliation, and group acceptance.
2.
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.
1.
Physiological: Food, water, sleep, and to a limited extent,
sex, are physiological motives. Unless they are minimally
satisfied, other motives are not activated.
Marketing Strategies and Maslow’s Hierarchy
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McGuire’s Psychological Motives
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• 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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McGuire’s Cognitive Motives
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• Cognitive Preservation Motives
• Need for Consistency (active, internal)
• Need for Attribution (active, external)
• Need to Categorize (passive, internal)
• Need for Objectification (passive, external)
• 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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McGuire’s Affective Motives
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• 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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Motivation Theory and Marketing Strategy
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• Discovering Purchase Motives
• Marketing Strategies Based on Multiple
Motives
• Marketing Strategies Based on Motivation
Conflict
• Do Marketers Create Needs?
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Latent and Manifest Motives
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Motivation Research Techniques
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Most Ads appeal to Multiple Motives
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Motivation Conflict
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• Approach-Approach Conflict
• Approach-Avoidance Conflict
• Avoidance-Avoidance Conflict
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Create Needs?
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Do marketers
create needs?
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Discussion
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Describe
Adam Sandler
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Personality Theory
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Two Common Assumptions:
• All individuals have internal
characteristics or traits
• Consistent and Measurable
differences between
individuals
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Consumer Insight 10-1
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• What problems and issues would arise in
segmenting a market into high- and low-NFC
segments?
• What implications does each of the nine
research findings described above have for
marketing practice?
• How do you think media preferences would
vary between high- and low-NFC consumers?
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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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Brand personality
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What personality characteristics come to mind for the following:
• Brand is repositioned several times or changes its slogan
repeatedly
• Brand uses continuing character in its advertising
• Brand charges a high price and uses exclusive distribution
• Brand frequently available on deal
• Brand offers many line extensions
• Brand sponsors show on PBS or uses recycled materials
• Brand features easy-to-use packaging or speaks at consumer’s
level in advertising
• Brand offers seasonal clearance sale
• Brand offers five-year warranty or free customer hot line
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The Nature of Emotions
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Emotional Dimensions, Emotions, and
Emotional Indicators
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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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Emotional Dimensions, Emotions, and
Emotional Indicators
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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.
Emotional Dimensions, Emotions, and
Emotional Indicators
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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.
Emotions and Marketing Strategy
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• Emotion arousal as a product benefit
• Emotion reduction as a product benefit
• Emotion in advertising
• Enhances attention, attraction, and
maintenance capabilities
• Processed more thoroughly
• May be remembered better
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Measuring Emotional Arousal
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• 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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Emotional Arousal & Mail Response Rates
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