Whatyouwilllearn

Session 1:
Consumer behaviour and Marketing strategy

Session 2:
Cross-Cultural Variations, and Group Influence
on Consumer Behavior
Session 3:
Customer Perception

Session 8:
Article presentation
Session 9:
The Process and Problem Recognition
Session 10:
Information search
Session 11:
Alternative Evaluation, and Selection

Session 4:
Consumer learning, memory,
and product positioning

Session 12:
Post-purchase processes, customer satisfaction,
and customer commitment

Session 5:
Motivation, Personality, Emotion

Session 13:
Organizations as consumers

Session 6:
Attitudes and Influencing Attitudes

Session 14:
Group Project presentation

Session 7:
Self-concept and lifestyle

Session 15: Final exam

CHAPTER

10

Motivation,
Personality,
and Emotion

McGraw-Hill/Irwin

Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

10-3

Learning Objectives
Define motivation and summarize the motivation sets put
forth by Maslow and McGuire
Articulate motivations role in consumer behavior and
marketing strategy
Define personality and the various theories of personality
Discuss how brand personality can be used in
developing marketing strategies
Define emotions and list the major emotional dimensions
Discuss how emotions can be used in developing
marketing strategies
10-4

ConsumerBehaviorInTheNews
Are Front-Line Employees Your Brand?
Do you think front-line employees (e.g., Bank
Tellers) affect the perceived brand personality
of a company?
No
Yes

Source: D. Wentzel, The Effect of Employee Behavior on Brand Personality Impressions and Brand Attitudes, Journal of the
Academy of Marketing Science, 2009, pp. 359-374.

10-5

ConsumerBehaviorInTheNews
Are Front-Line Employees Your Brand?
Do you think front-line employees (e.g., Bank
Tellers) affect the perceived brand personality
of a company?
No
Yes if you said yes you are correct!
And the effect gets stronger the more
consumers link the employee with the
company.

Source: D. Wentzel, The Effect of Employee Behavior on Brand Personality Impressions and Brand Attitudes, Journal of the
Academy of Marketing Science, 2009, pp. 359-374.

10-6

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.
Actual state #

Desired state

Drive state = Need = motive

There are numerous theories of
motivation, and many of them
offer useful insights for the
marketing manager.
10-7

The Nature of Motivation

Two useful motivation theories:
theories
1. Maslows Hierarchy of Needs

Physiological: Food, water, sleep, and, to an extent, sex, are physiological

motives.
Safety: Seeking physical safety and security, stability, familiar surroundings,
and so forth are manifestations of safety needs.
Belongingness: Belongingness motives are reflected in a desire for love,
friendship, affiliation, and group acceptance
Esteem: Desires for status, superiority, self-respect, and prestige are
examples of esteem needs. These needs relate to the individuals feelings of
usefulness and accomplishment.
Self-Actualization: This involves the desire for self-fulfillment, to become all
that one is capable of becoming

2. McGuires Psychological Motives

A fairly detailed set of motives used to account for specific

aspects of consumer behavior.

10-8

Cognitive
Active

Internal

Affective

Preserve

Growth

Preserve

Growth

Consistent:desire

Autonomy:

Tension
reduction:

Assertion:seek

tohaveallfacetsof
independenceand
oneselfconsistentwith individuality
eachother.

External

Attribution:

Stimulate:oftenseek

preservebalance

success,admiration,
anddominance

Expression:

Affiliation:

determine
varietyanddifferenceout expressidentity
whoorwhatcausesthe of
thingsthathappen
aneedforstimulation

Passive

Internal

External

Categorization:

Teleological:

categorizeand
organizethevastarray
ofinformationand
experiencesthey
encounterina
meaningfulyet
manageableway

Consumers
arepatternmatcherswho
haveimages
ofdesiredoutcomesor
endstateswithwhich
theycomparetheir
currentsituation

Objectification:

Utilitarian:consumer

needsforobservable
cuesorsymbolsthat
enablepeopletoinfer
whattheyfeeland
know

asaproblemsolver
whoapproaches
situationsas
opportunitiesto
acquireuseful
informationornewskills

developmutually
helpfulandsatisfying
relationshipswith
others

Egodefense: Identification:
protectoneself
seekingtoplay
conceptand
variousroles
utilizedefensive
behaviorsand
attitudes

Reinforceme Modeling:a
nt:actincertain tendencytobase
waysbecause
theywere
rewardedfor
behavingthat
wayinsimilar
situationsinthe

behavioronthatof
others

The Nature of Motivation

McGuires Psychological Motives
1. Cognitive Preservation Motives
https://www.youtube
.com/watch?v=CQxzRJ
Ku6kA

Need
Needfor
forConsistency
Consistency(active,
(active,internal)
internal)
Need
Needfor
forAttribution
Attribution(active,
(active,external)
external)
Attribution
Theory
Attribution Theory
Need
Needto
toCategorize
Categorize(passive,
(passive,internal)
internal)

Need
Needfor
forObjectification
Objectification(passive,
(passive,external)
external)

10-10

The Nature of Motivation

McGuires Psychological Motives
2. Cognitive Growth Motives
Need
Needfor
forAutonomy
Autonomy(active,
(active,internal)
internal)

Need
Needfor
forStimulation
Stimulation(active,
(active,external)
external)

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

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

10-11

The Nature of Motivation

McGuires Psychological Motives
3. Affective Preservation Motives
Need
Needfor
forTension
TensionReduction
Reduction(active,
(active,internal)
internal)

Need
Needfor
forExpression
Expression(active,
(active,external)
external)

Need
Needfor
forEgo
EgoDefense
Defense(passive,
(passive,internal)
internal)

Need
Needfor
forReinforcement
Reinforcement(passive,
(passive,external)
external)

10-12

The Nature of Motivation

McGuires Psychological Motives
4. Affective Growth Motives
Need
Needfor
forAssertion
Assertion(active,
(active,internal)
internal)

Need
Needfor
forAffiliation
Affiliation(active,
(active,external)
external)

Need
Needfor
forIdentification
Identification(passive,
(passive,internal)
internal)

Need
Needfor
forModeling
Modeling(passive,
(passive,external)
external)

10-13

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.

10-14

Motivation Theory and Marketing Strategy

Latent and Manifest Motives in a Purchase Situation

Projective technique: word

associations; third person techniques
Laddering: mean end, benefit chains

10-15

Motivation Theory and Marketing Strategy

Marketing Strategy Based on Multiple Motives
Involvement is a motivational state caused by consumer
perceptions that a product, brand, or advertisement is
relevant or interesting.
Consumer involvement increases attention, analytical
processing, information search, and word of mouth.

Lamborghini Commercial Encourages Consumer

Involvement and is Based on Multiple Motives
https://www.youtube.com/watch?v=Xd0Ok-MkqoE
YouTube Spotlight
10-16

Motivation Theory and Marketing Strategy

Marketing Strategies Based on Motivation Conflict
Three types of motivational conflict:
1. Approach-Approach Motivational Conflict

A choice between two attractive alternatives timely ad;

price modification (e.g., buy now, pay later)

2. Approach-Avoidance Motivational Conflict

A choice with both positive and negative consequences

3. Avoidance-Avoidance Motivational Conflict

A choice involving only undesirable outcomes

10-17

Motivation Theory and Marketing Strategy

Regulatory focus theory

10-18

Motivation Theory and Marketing Strategy

Situational Component Related to Regulatory Focus
Ad theme achievement (promotion) versus avoidance
(prevention).
Message frame benefits to be gained (promotion) versus
losses to be avoided
(prevention).
Advertising context ad placement in shows, magazines, or
Web sites that are likely to elicit a promotion focus (e.g., O
Magazine, which focuses on ideals and aspirations) versus those
likely to elicit a prevention focus (e.g., The Evening News,
which tends to focus on negative events).

10-19

Personality
Personality is an individuals
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.

10-20

Personality
1. 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.

10-21

Personality

10-22

Personality
Single-Trait Approach:
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 consumers propensity to
pursue differentness relative to others through the
acquisition, utilization, and disposition of consumer goods.

10-23

Use of Personality in Marketing Practice

Sometimes
consumers
choose products
that fit their
personality.

Other times,
consumers use
products to
bolster/support an
area of their
personality where
they feel weak.

10-24

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.

10-25

Video Application
The following Video Clip demonstrates
how Apple built brand personality with
its Think Different integrated
marketing campaign!
https://www.youtube.com/watch?v=TJ1SDXbij8Y
https://www.youtube.com/watch?v=keCwRdbwNQY

10-26

Use of Personality in Marketing Practice

Dimensions of Brand Personality

10-27

Use of Personality in Marketing Practice

Communicating Brand Personality

Three important advertising tactics:

1. Celebrity Endorsers

2. User Imagery
3. Executional Factors: Tone, media, logo

10-28

Emotion
Emotion is the identifiable specific feeling, and affect to
refer to 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 termed
as affect intensity.
intensity
10-29

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

10-30

Emotion
Dimensions of Emotion
Pleasure
Arousal
Dominance

10-31

Emotions and Marketing Strategy

Emotion Arousal as a Product Benefit

Consumers actively seek products whose primary or

secondary benefit is emotion arousal.

Gratitude or the emotional appreciation for benefits

received is a desirable consumer outcome that can lead
to increased consumer trust and purchases.

Emotion Reduction as a Product Benefit

Marketers design or position many products to prevent

or reduce the arousal of unpleasant emotions.

10-33

Emotions and Marketing Strategy

Consumer Coping in Product and Service Encounters
Active coping: Thinking of ways to solve the problem,
engaging in restraint to avoid rash behavior, and making
the best of the situation
Expressive support seeking: Venting emotions and
seeking emotional and problem focused assistance
from others.
Avoidance Avoiding the retailer mentally or physically or
engaging in complete self denial of the event.
Consumer Emotional Intelligence is an important
determinant of effective consumer coping
10-34

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.
10-35