Motivation and emotion

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Motivation and emotion

  1. 1. Motivation, Personality and Emotion
  2. 2. Definitions: <ul><li>Motivation : energizing force that activates behavior and provide purpose and direction to that behavior </li></ul><ul><li>Personality: unique psychological makeup of the individual </li></ul><ul><li>Emotions: feelings connected with, or affective responses to situations, products, advertisements, other people etc. </li></ul><ul><li>Motive: construct representing an unobservable inner force that stimulates or compels a behavioral response and provides specific direction to that response </li></ul>
  3. 3. Theories of Motivation <ul><li>Maslow’s Hierarchy of Needs </li></ul><ul><li>McGuire’s Psychological Motives </li></ul><ul><ul><li>Cognitive Preservation motives: achieving a sense of meaning while maintaining equilibrium </li></ul></ul><ul><ul><li>Cognitive Growth Motives: focus on achieving a sense of meaning through personal development </li></ul></ul><ul><ul><li>Affective Preservation motives: deals to obtain personal goals while maintaining equilibrium </li></ul></ul><ul><ul><li>Affective Growth Motives: deal with needs to obtain goals through personal development </li></ul></ul>
  4. 4. Cognitive Preservation Motives <ul><li>Need for consistency </li></ul><ul><li>Need to attribute causation </li></ul><ul><li>Need to categorize </li></ul><ul><li>Need for cues </li></ul>
  5. 5. Cognitive Growth Motives <ul><li>Need for independence </li></ul><ul><li>Need for stimulation </li></ul><ul><li>Technological need </li></ul><ul><li>Utilitarian need </li></ul>
  6. 6. Affective preservation motives <ul><li>Need for tension reduction </li></ul><ul><li>Need for self-expression </li></ul><ul><li>Need for ego-defense </li></ul><ul><li>Need for reinforcement </li></ul>
  7. 7. Affective Growth Motives <ul><li>Need for assertion </li></ul><ul><li>Need for affiliation </li></ul><ul><li>Need for identification </li></ul><ul><li>Need for modelling </li></ul>
  8. 8. Purchase Motives <ul><li>Manifest Motives </li></ul><ul><li>Latent Motives </li></ul>
  9. 9. Marketing Strategies based on Motivational Conflicts <ul><li>Approach-Approach Motivational Conflict </li></ul><ul><li>Approach-Avoidance Motivational Conflict </li></ul><ul><li>Avoidance-Avoidance Motivational Conflict </li></ul>
  10. 10. Personality Theories <ul><li>Individual Personality Theories </li></ul><ul><ul><li>Single-trait theory </li></ul></ul><ul><ul><li>Multi-trait theory </li></ul></ul><ul><ul><li>Five factor model of personality </li></ul></ul>Core trait Manifestation Extroversion Prefer to be in large groups, talkative, bold Instability Moody, Temperamental, Touchy Agreeableness Sympathetic, kind to others, Polite Openness to experience Imaginative, Appreciative of art Conscientiousness Careful, Precise, Efficient
  11. 11. Emotion <ul><li>Fear </li></ul><ul><li>Anger </li></ul><ul><li>Joy </li></ul><ul><li>Sadness </li></ul><ul><li>Acceptance </li></ul><ul><li>surprise </li></ul>

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