MOTIVATION, PERSONALITY, AND EMOTION

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CHAPTER
MOTIVATION, PERSONALITY, AND EMOTION
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PART III INTERNAL INFLUENCES
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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.
There are numerous theories of motivation, and
many of them offer useful insights for the
marketing manager.
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The Nature of Motivation

• Two useful motivation theories
• Maslows Hierarchy of Needs
• A macro theory designed to account for most human
  behavior in general terms.
• 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
McGuires Psychological Motives
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Nature of Motivation
McGuires Psychological Motives
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Nature of Motivation
McGuires Psychological Motives
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Nature of Motivation
McGuires Psychological Motives
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Extra point assignment 7 percentage points for
third writeups

• For Support.com, targeting university students
• Purpose determine market segments based on
  motives
• Use 3 motives from McGuire
• Develop a questionnaire for market research to
  understand segments based on these motives
• Questionnaire should help determine what kind
  communication is needed for each segment based on
  the motives apparent in the segment

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To turn in

• Write-up can be done by two people working
  together
• Questionnaire should be no longer than two pages
• Questionnaire is due November 20