Consumer Behavior

1. McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

2. PART III: INTERNAL INFLUENCES
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3. CHAPTER 10
MOTIVATION,
PERSONALITY,
AND EMOTION
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4. Consumer Behavior In The News…
Promoting a car that doesn’t exist?
 That’s right!
 Audi created an ad for the RSQ, a futuristic car
featured in the movie “I, Robot.”
 What possessed Audi to do this?
Source: J. Halliday, “Audi effort features nonexistent vehicle,” Advertising Age, May 17, 2004, p. 152.
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5. Consumer Behavior In The News…
Promoting a car that doesn’t exist?
 What possessed Audi to do this?
 In a word – PERSONALITY!
 Audi execs feel it speaks to Audi’s core strengths
including:
“cool styling, sophistication, sportiness…”
Source: J. Halliday, “Audi effort features nonexistent vehicle,” Advertising Age, May 17, 2004, p. 152.
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6. 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.
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7. The Nature of Motivation
Two useful motivation theories:
theories
2. Maslow’s Hierarchy of Needs
• A macro theory designed to account for most human
behavior in general terms.
3. McGuire’s Psychological Motives
• A fairly detailed set of motives used to account for
specific aspects of consumer behavior.
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8. Nature of Motivation
McGuire’s Psychological Motives
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)
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9. Nature of Motivation
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)
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10. Nature of Motivation
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)
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11. Nature of Motivation
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)
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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. Courtesy Mercedes Benz USA, Inc.
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13. Motivation Theory and Marketing Strategy
Latent and Manifest Motives in a Purchase Situation
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14. Motivation Theory and Marketing Strategy
Hedonic Shopping Motives
 Adventure Shopping
 Social Shopping
 Gratification Shopping
 Idea Shopping
 Role Shopping
 Value Shopping
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15. Motivation Theory and Marketing Strategy
Marketing Strategies Based on Motivation Conflict
Three types of motivational conflict:
2. Approach-Approach Motivational Conflict
• A choice between two attractive alternatives
3. Approach-Avoidance Motivational Conflict
• A choice with both positive and negative consequences
4. Avoidance-Avoidance Motivational Conflict
• A choice involving only undesirable outcomes
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16. Motivation Theory and Marketing Strategy
A Regulatory Focus Approach to Motivation
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17. 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.
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18. Personality
2. 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.
3. Single Trait Approach
• Consumer Ethnocentrism
• Need for Cognition
• Consumers’ Need for Uniqueness
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19. Personality
The Five-Factor Model of Personality
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20. Personality
Examples of Single-Trait Theories
Vanity Trait Locus of Sensation
Anxiety Control Seeking
Compulsive Materialism Affect Self-
Buying Intensity Monitoring
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21. Personality
Three additional traits:
2. Consumer Ethnocentrism
• Reflects an individual difference in consumers’
propensity to be biased against the purchase of foreign
products.
3. Need for Cognition (NFC)
• Reflects an individual difference in consumers’
propensity to engage in and enjoy thinking.
4. 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.
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22. The Use of Personality in Marketing
Practice
Other times,
Sometimes
consumers use
consumers choose
products to bolster
products that fit their
an area of their
personality.
personality where
they feel weak.
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23. 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.
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24. Video Application
The following Video Clip demonstrates how
Segway built brand personality with its “Get
Moving” integrated marketing campaign!
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25. 10-25

26. The Use of Personality in marketing
Practice
Dimensions of Brand Personality
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27. The Use of Personality in Marketing
Practice
Communicating Brand Personality
Three important advertising tactics:
 Celebrity Endorsers
 User Imagery
 Executional Factors
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28. 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.
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29. Emotion
Nature of Emotions
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,
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December 1987, pp. 404-20. Copyright © 1987 by the University of Chicago.

30. Emotion
Dimensions of Emotion
 Pleasure
 Arousal
 Dominance
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31. 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.
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32. Emotions and Marketing Strategy
 Consumer Coping in Product and Service Encounters
 Active coping
 Expressive support seeking
 Avoidance
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33. 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.
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