1. The document discusses consumer motivation and personality in marketing. It covers motivation theories including needs, goals, and defense mechanisms. 2. Personality theories like Freudian, trait, and self theories are examined in relation to how consumers develop personalities and self-images. Brands can take on personalities that consumers may identify with. 3. Both motivation and personality influence consumer decision making and how consumers relate to products, brands and advertising. Marketers must understand these psychological factors to effectively target consumers.

1. Unit II: Perception – Nature of perception – perception and Marketing Strategy; Motivation – Motivation
Theory and Marketing Strategy; Personality and Emotion.
Unit – II – Perception – Motivation in Consumer Behavior
Consumer Motivation
Needs and Motivation
• Needs are the essence of the marketing concept. Marketers do not create needs but can
make consumers aware of needs.
• Motivation is the driving force within individuals that impels them to action.
Figure 4.1 Model of the Motivation Process
Types of Needs
• Innate Needs
– Physiological (or biogenic) needs that are considered primary needs or motives
• Acquired Needs
– Learned in response to our culture or environment. Are generally psychological
and considered secondary needs
Goals
• The sought-after results of motivated behavior
• Generic goals are general categories of goals that consumers see as a way to fulfill their
needs
• Product-specific goals are specifically branded products or services that consumers select
as their goals
Goals Structure for Weight Control

2. The Selection of Goals
• The goals selected by an individual depend on their:
– Personal experiences
– Physical capacity
– Prevailing cultural norms and values

3. – Goal’s accessibility in the physical and social environment
The Dynamic Nature of Motivation
• Needs are never fully satisfied
• New needs emerge as old needs are satisfied
• People who achieve their goals set new and higher goals for themselves
Substitute Goals
• Are used when a consumer cannot attain a specific goal he/she anticipates will satisfy a
need
• The substitute goal will dispel tension
• Substitute goals may actually replace the primary goal over time
Frustration
• Failure to achieve a goal may result in frustration.
• Some adapt; others adopt defense mechanisms to protect their ego.
Defense Mechanism
• Methods by which people mentally redefine frustrating situations to protect their self-
images and their self-esteem
Defense Mechanisms
• Projection
• Aggression • Autism
• Rationalization • Identification
• Regression • Repression
• Withdrawal
Arousal of Motives
• Physiological arousal
• Emotional arousal
• Cognitive arousal
• Environmental arousal
Philosophies Concerned with Arousal of Motives
• Behaviorist School
– Behavior is response to stimulus
– Elements of conscious thoughts are to be ignored
– Consumer does not act, but reacts
• Cognitive School
– Behavior is directed at goal achievement
– Needs and past experiences are reasoned, categorized, and transformed into
attitudes and beliefs
Maslow’s Hierarchy of Needs

4. Murray’s List of Psychogenic Needs
Needs Associated with Inanimate Objects:
Acquisition, Conservancy, Order, Retention, Construction Needs Reflecting Ambition, Power,
Accomplishment, and Prestige:
Superiority, Achievement, Recognition, Exhibition, Infavoidance
Needs Connected with Human Power:
Dominance, Deferrence, Similance, Autonomy, Contrariance
Sado-Masochistic Needs :
Aggression, Abasement
Needs Concerned with Affection between People:
Affiliation, Rejection, Nurturance, Succorance, Play
Needs Concerned with Social Intercourse:
Cognizance, Exposition
A Trio of Needs
• Power
– individual’s desire to control environment
• Affiliation
– need for friendship, acceptance, and belonging
• Achievement
– need for personal accomplishment
– closely related to egoistic and self-actualization needs
Measurement of Motives
• Researchers rely on a combination of techniques
• Combination of behavioral, subjective, and qualitative data
• Construction of a measurement scale can be complex

5. Motivational Research
• Qualitative research designed to uncover consumers’ subconscious or hidden motivations
• Attempts to discover underlying feelings, attitudes, and emotions
Qualitative Motivational Research
• Metaphor analysis
• Storytelling
• Word association and sentence completion
• Thematic apperception test
• Drawing pictures and photo-sorts
Personality and Consumer Behavior
What Is Personality
• The inner psychological characteristics that both determine and reflect how a person
responds to his or her environment
The Nature of Personality
• Personality reflects individual differences
• Personality is consistent and enduring
• Personality can change
Theories of Personality
• Freudian theory
– Unconscious needs or drives are at the heart of human motivation
• Neo-Freudian personality theory
– Social relationships are fundamental to the formation and development of
personality
• Trait theory
– Quantitative approach to personality as a set of psychological traits
Freudian Theory
• Id
–Warehouse of primitive or instinctual needs for which individual seeks immediate
satisfaction
• Superego
– Individual’s internal expression of society’s moral and ethical codes of conduct
• Ego
– Individual’s conscious control that balances the demands of the id and superego
Figure 5.2 A Representation of the Interrelationships Among the Id, Ego, and Superego

6. Freudian Theory and “Product Personality”
• Consumer researchers using Freud’s personality theory see consumer purchases as a
reflection and extension of the consumer’s own personality
Snack Food Personality Traits
Potato Chips:
Ambitious, successful, high achiever, impatient
Tortilla Chips:
Perfectionist, high expectations, punctual, conservational
Pretzels:
Lively, easily bored, flirtatious, intuitive
Snack Crackers:
Rational, logical, contemplative, shy, prefers time alone
Neo-Freudian Personality Theory
• We seek goals to overcome feelings of inferiority
• We continually attempt to establish relationships with others to reduce tensions
• Karen Horney was interested in child-parent relationships and desires to conquer
feelings of anxiety. Proposed three personality groups
– Compliant move toward others, they desire to be loved, wanted, and appreciated
– Aggressive move against others
– Detached move away from others
Trait Theory
• Personality theory with a focus on psychological characteristics
• Trait - any distinguishing, relatively enduring way in which one individual differs from
another
• Personality is linked to how consumers make their choices or to consumption of a broad
product category - not a specific brand
Trait Theory
Consumer Innovators And Noninnovators
• Innovativeness

7. - The degree to which consumers are receptive to new products, new services, or new
practices
• Dogmatism
- A personality trait that reflects the degree of rigidity a person displays toward the
unfamiliar and toward information that is contrary to his or her own established
beliefs
• Social character
- Ranges on a continuum for inner-directedness to other-directedness
- Inner-directedness
* rely on own values when evaluating products
* Innovators
- Other-directedness
* look to others
* less likely to be innovators
• Need for uniqueness
- Consumers who avoid appearing to conform to expectations or standards of others
• Optimum stimulation level
- A personality trait that measures the level or amount of novelty or complexity that
individuals seek in their personal experiences
- High OSL consumers tend to accept risky and novel products more readily than low
OSL consumers.
• Variety-novelty seeking
- Measures a consumer’s degree of variety seeking
- Examples include:
o Exploratory Purchase Behavior
o Use Innovativeness
o Vicarious Exploration
Excerpt
A Sample Items from a Consumers’ Need for Uniqueness Scale
1. I collect unusual products as a way of telling people I’m different
2. When dressing, I have sometimes dared to be different in ways that others are likely to
disapprove
3. When products or brands I like become extremely popular, I lose interest in them
4. As far as I’m concerned, when it comes to the products I buy and the situations in which I
use them, custom and rules are made to be broken
5. I have sometimes purchased unusual products or brands as a way to create a more
distinctive personal image
Cognitive Personality Factors
• Need for cognition (NC)
– A person’s craving for enjoyment of thinking
– Individual with high NC more likely to respond to ads rich in product information
• Visualizers versus verbalizers
– A person’s preference for information presented visually or verbally
– Verbalizers prefer written information over graphics and images.
From Consumer Materialism to Compulsive Consumption
• Consumer materialism
– The extent to which a person is considered “materialistic”
• Fixated consumption behavior

8. – Consumers fixated on certain products or categories of products
• Compulsive consumption behavior
– “Addicted” or “out-of-control” consumers
Sample Items to Measure Compulsive Buying
1. When I have money, I cannot help but spend part or the whole of it.
2. I am often impulsive in my buying behavior.
3. As soon as I enter a shopping center, I have an irresistible urge to go into a shop to buy
something.
4. I am one of those people who often responds to direct mail offers.
5. I have often bought a product that I did not need, while knowing I had very little money
left.
Consumer Ethnocentrism
• Ethnocentric consumers feel it is wrong to purchase foreign-made products
• They can be targeted by stressing nationalistic themes
Brand Personality
• Personality-like traits associated with brands
• Examples
– Purdue and freshness
– Nike and athlete
– BMW is performance driven
– Levi’s 501 jeans are dependable and rugged
• Brand personality which is strong and favorable will strengthen a brand but not
necessarily demand a price premium
A Brand Personality Framework
Product Personality Issues
• Gender
– Often used for brand personalities
– Some product perceived as masculine (coffee and toothpaste) while others as
feminine (bath soap and shampoo)
• Geography

9. – Actual locations like Philadelphia cream cheese and Arizona iced tea
– Fictitious names also used such as Hidden Valley and Bear Creek
• Color
– Color combinations in packaging and products denotes personality

10. Self and Self-Image
• Consumers have a variety of enduring images of themselves
• These images are associated with personality in that individuals consumption relates to
self-image
The Marketing Concept
Issues Related to Self and Self-Image
• One or multiple selves
- A single consumer will act differently in different situations or with different people
- We have a variety of social roles
- Marketers can target products to a particular “self”
• Makeup of the self-image
- Contains traits, skills, habits, possessions, relationships and way of behavior
- Developed through background, experience, and interaction with others
- Consumers select products congruent with this image
• Extended self
- Possessions can extend self in a number of ways:
o Actually
o Symbolically
o Conferring status or rank
o Bestowing feelings of immortality
o Endowing with magical powers
• Altering the self- image
- Consumers use self-altering products to express individualism by
• Creating new self
• Maintaining the existing self
• Extending the self
• Conforming
Different Self-Images