Download Motivation, Personality, and Emotion

Motivation, Personality,
and Emotion
Motivation

Motivation
Motive

Two Theories



Maslow’s Hierarchy of Needs
McGuire’s Psychological Motives
Maslow’s Hierarchy of Needs
SelfActualization
Esteem
Social
Security
Physiological
McGuire’s Psychological Motives


16 categories
All theories divided into 4 categories



Cognitive or affective?
Growth or status quo?
Divided again


Active or passive?
Internal or external?
McGuire’s Psychological Motives

Cognitive Preservation Motives

Need for Consistency


Need for Attribution


Active, external
Need to Categorize


Active, internal
Passive, internal
Need for Objectification

Passive, external
McGuire’s Psychological Motives

Cognitive Growth Motives

Need for Autonomy


Need for Stimulation


Active, external
Teleological Need


Active, internal
Passive, internal
Utilitarian Need

Passive, external
McGuire’s Psychological Motives

Affective Preservation

Need for Tension Reduction


Need for Expression


Active, external
Need for Ego Defense


Active, internal
Passive, internal
Need for Reinforcement

Passive, internal
McGuire’s Psychological Motives

Affective Growth Measures

Need for Assertion


Need for Affiliation


Active, external
Need for Identification


Active, internal
Passive, internal
Need for Modeling

Passive, external
Motivation Theory & Marketing
Strategy

Discovering Purchase Motives


Manifest motives
Latent motives


Projective techniques
Marketing Strategies Based on Multiple
Motives


Direct
Indirect
Motivation Theory & Marketing
Strategy

Marketing Strategies Based on Motivation
Conflict




Approach-approach motivational conflict
Approach-avoidance motivational conflict
Avoidance-avoidance motivational conflict
Do Marketers Create Needs?

Demand
Personality

Definition

Single-Trait Theories




Need for Cognition
Romanticism/Classicism
Need for Uniqueness
Multiple-Trait

Five-Factor Model
Personality

Multiple-Trait Personality

Five Factor Model






Extroversion
Instability
Agreeableness
Openness to experience
Conscientiousness
Use of Personality in Marketing Strategy

Brand personality
Emotions



Definition
What can trigger emotions?
Characteristics





Physiological changes
Cognitive thought
Associated behaviors
Subjective feelings
Types of Emotions
Emotions

Emotions and Marketing Strategies

Emotional Arousal as a Product Benefit


Emotional Reduction as a Product Benefit


Charities
Why use emotions in advertising


Disney
Six reasons
Measuring Emotional Responses