Relationship

1. PART III: INTERNAL INFLUENCES
Chapter: 10
ការល ើកទឹកចិត្ត បុគ្គ ិក
កខណៈ និងអារម្មណ៍
MOTIVATION,
PERSONALITY, AND
EMOTION

2. Contents
I. Review of Previous Lesson
II. Lesson Objectives
III. Introduction
IV. New Lesson
V. Summary
VI. Key Terms
VII. Discussion Questions
VIII.Homework / Journal Writing

3. I. Review of Previous Lesson
1. What is learning?
2. What is memory?
3. Define modeling.
6. What is meant by elaborative activities?
7. What is meant by imagery in working memory?

4. II. Lesson Objectives-i
By the end of this chapter, students are able to:
• Define motivation and summarize the motivation sets put forth by Maslow
and McGuire.
• Articulate motivation’s role in consumer behavior and marketing strategy.
• Define personality and the various theories of personality.
• Discuss how brand personality can be used in developing marketing
strategies.
• Define emotions and list the major emotional dimensions.
• Discuss how emotions can be used in developing marketing strategies.

5. III. Introduction
What is motivation?
Brands, like people, have personalities.
Brand personality, as we will see later in
the chapter, is a set of human
characteristics that become associated
with a brand. These characteristics
contribute to a brand’s image. Personality
traits and other brand associations can be
affected in positive and negative ways by
numerous factors including advertising,
word-of-mouth, direct product experience,
and so on.

6. IV. New Lesson
 The Nature of Motivation
Motivation is the reason for behavior.
A motive is a construct representing an unobservable inner
force that stimulates and compels a behavioral response and
provides specific direction to that response.
There are numerous theories of motivation, and many of them
offer useful insights for the marketing manager.

7. IV. New Lesson
 The Nature of Motivation
Two useful motivation theories:
1.Maslow’s Hierarchy of Needs
•A macro theory designed to account for most human
behavior in general terms.
2.McGuire’s Psychological Motives
•A fairly detailed set of motives used to account for specific
aspects of consumer behavior.

8. IV. New Lesson
1. Cognitive Preservation
Motives
Need for Consistency
(active, internal)
Need for Attribution
(active, external)
Attribution Theory
Need to Categorize
(passive, internal)
Need for Objectification
(passive, external)
• McGuire’s Psychological Motives

9. IV. New Lesson
• McGuire’s Psychological Motives
2. Cognitive Growth
Motives
Need for Autonomy
(active, internal)
Need for Stimulation
(active, external)
Teleological Need
(passive, internal)
Utilitarian Need
(passive, external)

10. IV. New Lesson
• McGuire’s Psychological Motives
3. 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)

11. IV. New Lesson
• McGuire’s Psychological Motives
4. Affective Growth
Motives
Need for Assertion
(active, internal)
Need for Affiliation
(active, external)
Need for Identification
(passive, internal)
Need for Modeling
(passive, external)

12. Applications in Consumer Behavior
• The Mercedes-Benz ad provides an excellent example of
targeting women high in need for assertion
• They are competitive achievers, seeking success, admiration,
and dominance.
• Important to them are power, accomplishment, and esteem.

13. Motivation Theory and Marketing Strategy
Latent and Manifest Motives in a Purchase Situation

14. Motivation Theory and Marketing Strategy
1. Adventure Shopping
2. Social Shopping
3. Gratification Shopping
4. Idea Shopping
5. Role Shopping
6. Value Shopping
Hedonic Shopping Motives

15. Motivation Theory and Marketing Strategy
Three types of motivational conflict:
1. Approach-Approach Motivational Conflict
• A choice between two attractive alternatives
2. Approach-Avoidance Motivational Conflict
• A choice with both positive and negative consequences
3. Avoidance-Avoidance Motivational Conflict
• A choice involving only undesirable outcomes
Marketing Strategies Based on Motivation Conflict

16. Personality
 Personality is an individual’s characteristic response
tendencies across similar situations.
 While motivations are the energizing and directing force that
makes consumer behavior purposeful and goal directed, the
personality of the consumer guides and directs the behavior
chosen to accomplish goals in different situations.

17. Personality
1. Multitrait Approach
• The Five-Factor Model is the most commonly used by
marketers and identifies five basic traits that are
formed by genetics and early learning.
2. Single Trait Approach
• Consumer Ethnocentrism
• Need for Cognition
• Consumers’ Need for Uniqueness

18. The Five-Factor Model of Personality

19. Examples of Single-Trait Theories
Neuroticism Vanity Trait Anxiety Locus of
Control
Sensation
Seeking
Compulsive
Buying
Materialism Affect
Intensity
Self-
Monitoring

20. Personality
Three additional traits:
1. Consumer Ethnocentrism
• Reflects an individual difference in consumers’
propensity to be biased against the purchase of foreign
products.
2. Need for Cognition (NFC)
• Reflects an individual difference in consumers’
propensity to engage in and enjoy thinking.
3. Consumers’ Need for Uniqueness
• Reflects an individual difference in consumers’
propensity to pursue differentness relative to others
through the acquisition, utilization, and disposition of
consumer goods.

21. The Use of Personality in Marketing Practice
• Brand image is what people think of and feel
when they hear or see a brand name.
• Brand personality is a set of human
characteristics that become associated with a
brand and are a particular type of image that
some brands acquire.

22. The Use of Personality in marketing Practice
Dimensions of Brand Personality

23. The Use of Personality in Marketing Practice
Three important advertising tactics:
1. Celebrity Endorsers
2. User Imagery
3. Executional Factors
Communicating Brand Personality

24. Emotion
Emotion is the identifiable specific feeling, and affect is the
liking/disliking aspect of the specific feeling.
Emotions are strong, relatively uncontrolled feelings that
affect behavior.
They are strongly linked to needs, motivation, and
personality.
Unmet needs create motivation which is related to the
arousal component of emotion.
Personality also plays a role, e.g., some people are more
emotional than others, a consumer trait referred to as
affect intensity.

25. Nature of Emotions

26. Emotion
 Pleasure
 Arousal
 Dominance
Dimensions of Emotion

27. Emotions and Marketing Strategy
 Emotion Arousal as a Product Benefit
• Consumers actively seek products whose
primary or secondary benefit is emotion
arousal.
 Emotion Reduction as a Product Benefit
• Marketers design or position many products
to prevent or reduce the arousal of
unpleasant emotions.

28. Emotions and Marketing Strategy
 Emotion in Advertising
 Emotional content in ads can enhance attention,
attraction, and maintenance capabilities.
 Emotional messages may be processed more thoroughly
due to their enhanced level of arousal.
 Emotional ads may enhance liking of the ad itself.
 Repeated exposure to positive-emotion-eliciting ads may
increase brand preference through classical conditioning.
 Emotion may operate via high-involvement processes
especially if emotion is decision relevant.

29. V- Summary-i
LO1: Define motivation and summarize the motivation sets put forth by Maslow and
McGuire
 McGuire developed a more detailed set of motives—the needs for consistency, attribution,
categorization, objectification, autonomy, stimulation, desired outcomes (teleological),
utility, tension reduction, expression, ego defense, reinforcement, assertion, affiliation,
identification, and modeling.
LO2: Articulate motivation’s role in consumer behavior and marketing strategy
 Consumer needs play a strong role in shaping involvement, and marketers must adapt
their strategies depending on the level (high versus low) and type (enduring versus
situational) of involvement exhibited by their target audience.
LO3: Define personality and the various theories of personality
 Trait theories of personality assume that
(1) all individuals have internal characteristics or traits related to action tendencies
(2) there are consistent and measurable differences between individuals on those
characteristics.
Most of these theories assume that traits are formed at an early age and are relatively
unchanging over the years.

30. V- Summary-ii
LO4: Discuss how brand personality can be used in developing marketing
strategies
 Consumers also prefer advertising messages that portray their own or a desired
personality. Brand personality can be communicated in a number of ways,
including celebrity endorsers, user imagery, and executional ad elements such as
tone and pace.
LO5: Define emotions and list the major emotional dimensions
 The major dimensions of emotion are pleasure, arousal, and dominance. Each of
these major dimensions has specific emotions and feelings associated with it.
LO6: Discuss how emotions can be used in developing marketing strategies
 Marketers design and position products to both arouse and reduce emotions. In
addition, consumers must cope with stressful marketing situations such as service
and product failures.

31. VI. Key Terms
1. Approach–approach conflict
2. Approach–avoidance conflict
3. Benefit chain
4. Demand
5. Gratitude
6. Involvement
7. Manifest motives
8. Motivation
9. Motive
10.Personality
11.Projective techniques
12.Regulatory focus theory

32. VII. Discussion Questions
1. How could Maslow’s motive hierarchy be used to develop marketing strategy for the following?
a. American Bird Conservancy
b. Redkin shampoo
c. Purell hand sanitizer
d. Chipotle Mexican Grill
e. BlackBerry
f. Crest Whitestrips
2. Which of McGuire’s motives would be useful in developing a promotional campaign for the
following? Why?
a. Cadillac CTS
b. Precision Cuts (hair salon chain)
c. Nokia cell phones
d. Just for Men hair coloring
e. Twitter
f. Habitat for Humanity

33. VIII. Homework / Journal Writing
1. 1. Develop an advertisement for one of the items in
Question 21 based on relevant motives from
McGuire’s set
2. 2. Select a product of interest and use motivation
research techniques to determine the latent purchase
motives for five consumers

34. End of Chapter 1
Questions and Answers
Thank you for your attention!