Indirect Motivation Theory & Marketing Strategy

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Motivation, Personality, and Emotion
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Motivation

• Motivation
• Motive
• Two Theories
• Maslows Hierarchy of Needs
• McGuires Psychological Motives

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Maslows Hierarchy of Needs
Self- Actualization
Esteem
Social
Security
Physiological
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McGuires Psychological Motives

• 16 categories
• All theories divided into 4 categories
• Cognitive or affective?
• Growth or status quo?
• Divided again
• Active or passive?
• Internal or external?

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McGuires Psychological Motives

• Cognitive Preservation Motives
• Need for Consistency
• Active, internal
• Need for Attribution
• Active, external
• Need to Categorize
• Passive, internal
• Need for Objectification
• Passive, external

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McGuires Psychological Motives

• Cognitive Growth Motives
• Need for Autonomy
• Active, internal
• Need for Stimulation
• Active, external
• Teleological Need
• Passive, internal
• Utilitarian Need
• Passive, external

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McGuires Psychological Motives

• Affective Preservation
• Need for Tension Reduction
• Active, internal
• Need for Expression
• Active, external
• Need for Ego Defense
• Passive, internal
• Need for Reinforcement
• Passive, internal

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McGuires Psychological Motives

• Affective Growth Measures
• Need for Assertion
• Active, internal
• Need for Affiliation
• Active, external
• Need for Identification
• Passive, internal
• Need for Modeling
• Passive, external

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Motivation Theory Marketing Strategy

• Discovering Purchase Motives
• Manifest motives
• Latent motives
• Projective techniques
• Marketing Strategies Based on Multiple Motives
• Direct
• Indirect

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Motivation Theory Marketing Strategy

• Marketing Strategies Based on Motivation Conflict
• Approach-approach motivational conflict
• Approach-avoidance motivational conflict
• Avoidance-avoidance motivational conflict
• Do Marketers Create Needs?
• Demand

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Personality

• Definition
• Single-Trait Theories
• Need for Cognition
• Romanticism/Classicism
• Need for Uniqueness
• Multiple-Trait
• Five-Factor Model

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Personality

• Multiple-Trait Personality
• Five Factor Model
• Extroversion
• Instability
• Agreeableness
• Openness to experience
• Conscientiousness
• Use of Personality in Marketing Strategy
• Brand personality

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Emotions

• Definition
• What can trigger emotions?
• Characteristics
• Physiological changes
• Cognitive thought
• Associated behaviors
• Subjective feelings
• Types of Emotions

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Emotions

• Emotions and Marketing Strategies
• Emotional Arousal as a Product Benefit
• Disney
• Emotional Reduction as a Product Benefit
• Charities
• Why use emotions in advertising
• Six reasons
• Measuring Emotional Responses