CH010 Motivation Personality and Emotion

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    PART III: INTERNAL INFLUENCES

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    CHAPTER

    10

    MOTIVATION,PERSONALITY,AND EMOTION

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    Consumer Behavior In The News

    Promoting a car that doesnt exist?

    Thats 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. 152.10-3

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    Consumer Behavior In The News

    Promoting a car that doesnt exist?

    What possessed Audi to do this?

    In a word PERSONALITY!

    Audi execs feel it speaks to Audis core

    strengths including:

    cool styling, sophistication, sportiness

    Source: J. Halliday, Audi effort features nonexistent vehicle,Advertising Age, May 17, 2004, p. 152.10-4

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    The Nature of Motivation

    Motivationis the reason for behavior.

    A motiveis a construct representing an unobservable inner

    force that stimulates and compels a behavioral responseand provides specific direction to that response.

    There are numerous theories of

    motivation, and many of themoffer useful insights for themarketing manager.

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    The Nature of Motivation

    Two useful motivation theories:

    1. Maslows Hierarchy of Needs

    A macro theory designed to account for most humanbehavior in general terms.

    2. McGuires Psychological Motives

    A fairly detailed set of motives used to account for

    specific aspects of consumer behavior.

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    Nature of Motivation

    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)

    McGuires Psychological Motives

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    Nature of Motivation

    2. Cognitive Growth Motives

    Need for Autonomy (active, internal)

    Need for Stimulation (active, external)

    Teleological Need (passive, internal)

    Utilitarian Need (passive, external)

    McGuires Psychological Motives

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    Nature of Motivation

    4. Affective Growth Motives

    Need for Assertion (active, internal)

    Need for Affiliation (active, external)

    Need for Identification (passive, internal)

    Need for Modeling (passive, external)

    McGuires Psychological Motives

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    Motivation Theory and Marketing Strategy

    Latent and Manifest Motives in a Purchase Situation

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    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

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    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

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    Motivation Theory and Marketing Strategy

    A Regulatory Focus Approach to Motivation

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    Personality

    Personalityis an individualscharacteristic response tendenciesacross similar situations.

    While motivationsare theenergizing and directing force thatmakes consumer behaviorpurposeful and goal directed, thepersonalityof the consumer guidesand directs the behavior chosen toaccomplish goals in differentsituations.

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    Personality

    1. Multitrait Approach

    The Five-Factor Modelis the most commonly used bymarketers 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

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    Personality

    The Five-Factor Model of Personality

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    Personality

    Examples of Single-Trait Theories

    Vanity Trait

    Anxiety

    Locus of

    Control

    Sensation

    Seeking

    CompulsiveBuying Materialism AffectIntensity

    Self-

    Monitoring

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    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 consumerspropensity to pursue differentness relative to othersthrough the acquisition, utilization, and disposition ofconsumer goods.

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    The Use of Personality in MarketingPractice

    Other times,consumers use

    products to bolsteran area of theirpersonality wherethey feel weak.

    Sometimes

    consumers chooseproducts that fittheir personality.

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    Brand imageis what people think of and feelwhen they hear or see a brand name.

    Brand personalityis a set of humancharacteristics that become associated with abrand and are a particular type of image that

    some brands acquire.

    The Use of Personality in MarketingPractice

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    The Use of Personality in marketingPractice

    Dimensions of Brand Personality

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    The Use of Personality in MarketingPractice

    Three important advertising tactics:

    1. Celebrity Endorsers

    2. User Imagery

    3. Executional Factors

    Communicating Brand Personality

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    Emotion

    Emotionis the identifiable specific feeling, and affect isthe liking/disliking aspect of the specific feeling.

    Emotionsare strong, relatively uncontrolled feelings that

    affect behavior.

    They are strongly linked to needs, motivation, andpersonality.

    Unmet needs create motivation which is related tothe arousal component of emotion.

    Personality also plays a role, e.g., some people aremore emotional than others, a consumer trait referred

    to as affect intensity. 10-25

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    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,December 1987, pp. 404-20. Copyright 1987 by the University of Chicago. 10-26

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    Emotion

    Pleasure

    Arousal

    Dominance

    Dimensions of Emotion

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    Emotions and Marketing Strategy

    Emotion Arousal as a Product Benefit

    Consumers actively seek products whose primary orsecondary benefit is emotion arousal.

    Emotion Reduction as a Product Benefit

    Marketers design or position many products to preventor reduce the arousal of unpleasant emotions.

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    Emotions and Marketing Strategy

    Consumer Coping in Product and Service Encounters

    Active coping

    Expressive support seeking

    Avoidance

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    Emotions and Marketing Strategy

    Emotion in Advertising

    Emotional content in ads can enhance attention,attraction, and maintenance capabilities.

    Emotional messages may be processed morethoroughly due to their enhanced level of arousal.

    Emotional ads may enhance liking of the ad itself.

    Repeated exposure to positive-emotion-eliciting adsmay increase brand preference through classicalconditioning.

    Emotion may operate via high-involvement processesespecially if emotion is decision relevant.