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

PART III: INTERNAL INFLUENCESPART III: INTERNAL INFLUENCES

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CHAPTERCHAPTER 1010MOTIVATION, MOTIVATION,

PERSONALITY, PERSONALITY, AND EMOTIONAND EMOTION

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The Nature of MotivationThe Nature of Motivation

MotivationMotivation is the reason for behavior.

There are numerous theories of motivation, and many of them offer useful insights for the marketing manager.

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The Nature of MotivationThe Nature of Motivation

Two useful motivation theoriesTwo useful motivation theories:

1.1. Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs

• A macro theory designed to account for most human behavior in general terms.

2.2. McGuire’s Psychological MotivesMcGuire’s Psychological Motives

• A fairly detailed set of motives used to account for specific aspects of consumer behavior.

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Nature of MotivationNature of Motivation

1. Cognitive Preservation Motives1. Cognitive Preservation Motives

Need for Consistency (active, internal)Need for Consistency (active, internal)

Need for Attribution (active, external)Need for Attribution (active, external)Attribution TheoryAttribution Theory

Need to Categorize (passive, internal)Need to Categorize (passive, internal)

Need for Objectification (passive, external)Need for Objectification (passive, external)

McGuire’s Psychological MotivesMcGuire’s Psychological Motives

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Nature of MotivationNature of Motivation

2. Cognitive Growth Motives2. Cognitive Growth Motives

Need for Autonomy (active, internal)Need for Autonomy (active, internal)

Need for Stimulation (active, external)Need for Stimulation (active, external)

Teleological Need (passive, internal)Teleological Need (passive, internal)

Utilitarian Need (passive, external)Utilitarian Need (passive, external)

McGuire’s Psychological MotivesMcGuire’s Psychological Motives

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Nature of MotivationNature of Motivation

3. Affective Preservation Motives3. Affective Preservation Motives

Need for Tension Reduction (active, internal)Need for Tension Reduction (active, internal)

Need for Expression (active, external)Need for Expression (active, external)

Need for Ego Defense (passive, internal)Need for Ego Defense (passive, internal)

Need for Reinforcement (passive, external)Need for Reinforcement (passive, external)

McGuire’s Psychological MotivesMcGuire’s Psychological Motives

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Nature of MotivationNature of Motivation

4. Affective Growth Motives4. Affective Growth Motives

Need for Assertion (active, internal)Need for Assertion (active, internal)

Need for Affiliation (active, external)Need for Affiliation (active, external)

Need for Identification (passive, internal)Need for Identification (passive, internal)

Need for Modeling (passive, external)Need for Modeling (passive, external)

McGuire’s Psychological MotivesMcGuire’s Psychological Motives

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Motivation Theory and Marketing StrategyMotivation Theory and Marketing StrategyLatent and Manifest Motives in a Purchase SituationLatent and Manifest Motives in a Purchase Situation

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Motivation Theory and Marketing StrategyMotivation Theory and Marketing Strategy

Three types of motivational conflict:Three types of motivational conflict:

1.1. Approach-Approach Motivational ConflictApproach-Approach Motivational Conflict

• A choice between two attractive alternatives

2.2. Approach-Avoidance Motivational ConflictApproach-Avoidance Motivational Conflict

• A choice with both positive and negative consequences

3.3. Avoidance-Avoidance Motivational ConflictAvoidance-Avoidance Motivational Conflict

• A choice involving only undesirable outcomes

Marketing Strategies Based on Motivation Conflict

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