JM602 Consumer Behaviour

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JM602Consumer Behaviour

• Lecture 10 Motivation, personality and emotion

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Material in these slides

• Primarily drawn from
• Neal, Quester and Hawkins (2005). Consumer
  behaviour Implications for marketing strategy
  (4th ed). McGraw-Hill Irwin Queensland

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Motivation, Personality and Emotion

• What is motivation?
• What theories help us understand motivation?
• How do marketers can appeal to consumers
  motives?
• What are the underlying aspects of the theories
  of personality?
• How is personality related to marketing?
• How can emotions can be used in marketing
  strategies?

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What is the nature of motivation?

• Consumer motivations are the energising forces
  that activate behaviour and provide purpose for
  and direction to that behaviour
• Seem highly dependent on the situation at hand
• Neal et al (2005) p. 322

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Theories of Motivation

• Maslows hierarchy of needs
• McGuires psychological motives

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Maslows Hierarchy of Needs

• All humans acquire a similar set of motives
  through genetic endowment and social interaction
• Some motives are more basic or critical than
  others
• The more basic motives must be satisfied to a
  minimum level before other motives are activated
• As the basic motives become satisfied, the more
  advanced motives come into play.

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Maslows Hierarchy of Needs
Self-Actualisation (Self-fulfillment)
Social Needs (affection, friendship,
belonging)
Ego Needs (Prestige, status, self esteem)
Safety and Security Needs (Protection,
order, stability)
Physiological Needs (Food, water, air,
shelter, sex)
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McGuires Psychological Motives

• Cognitive preservation motives
• Cognitive growth motives
• Affective growth motives
• Affective preservation motives

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McGuires Psychological Motives Cognitive Motives
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McGuires Psychological Motives Affective Motives
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Appealing to the individuals need for
self-Expression
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Appealing to Consumers Need to Enhance their
Self-Esteem
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Discovering Purchase Motives
Latent motives
Manifest motives
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Latent and Manifest Motives in a Purchase
Situation
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Motivation Research Techniques

• Association techniques
• word association
• successive word association
• Completion techniques
• sentence completion
• story completion
• Construction techniques
• cartoon techniques
• third-person techniques
• picture techniques

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Marketing Strategies Based on Motivation Conflict

• Approachapproach
• Approachavoidance
• Avoidanceavoidance

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Personality

• Individual personality theories
• Social learning theories
• A combined approach

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Personality (cont.)

• Nature of personality
• Individual personality theories
• Sigmund Freud
• Neo-Freudians
• Trait theory

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The Five-Factor Model of Personality
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The Use of Personality in Marketing

• Brand personality
• A set of human characteristics that become
  associated with a brand

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Dimensions of Brand Personality
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Communicating Brand Personality through
Advertising
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Communicating Brand Personality through
Advertising (cont.)
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The Nature of Emotions
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Types of Emotions
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Emotions and Marketing Strategy

• Emotion arousal as a product benefit
• Emotion reduction as a product benefit

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Next Lecture

• Attitude and Attitude Change