Motivation, Personality, and Emotion

1
Chapter 10

• Motivation, Personality, and Emotion

2
Consumer Motivations

• Energizing forces that add purpose and direction
  to that behavior
• Personality reflects responses that are produce
  to recurring situations in consumer behavior
• Emotions are uncontrollable feelings that affect
  our behavior
• These concepts are closely related difficult to
  separate

3
3 Theories of Consumer Motivation and Behavior

• Maslows Hierarchy of Needs
• McGuires Psychological Motives
• Single Trait Theory

4
Maslows Hierarchy

• Based on four premises
• 1. All humans acquire a similar set of
  motives through
• genetic endowment social interaction
• 2. Some motives are more basic/critical
• than others
• 3. The more basic motives must be satisfied
  to a
• minimum level before other motives are
  activated
• 4. As the basic motives become satisfied,
  more
• advanced motives come into play

5
5 Basic Needs

• Physiological
• Safety
• Belongingness
• Esteem
• Self-actualization

6
McGuires Psychological Motives

• Divides motivation into four main categories
  using two criteria
• 1. Is the mode of motivation cognitive or
• affective?
• 2. Is the motive focused on preservation
• of the status quo or on growth?

7
4 Main Motives Subdivisions

• 1. Cognitive Preservation Motives
• a. Need for consistency (active, internal)
• b. Need for attribution (active, external)
• c. Need to categorize (passive, internal)
• d. Need for objectification (passive,
  external)
• 2. Cognitive Growth Motives
• a. Need for autonomy (active, internal)
• b. Need for stimulation (active, external)
• c. Teleological need (passive, internal)
• d. Utilitarian need (passive, external)
• 3. Affective Preservation Motives
• a. Need for tension reduction (active,
  internal)
• b. Need for expression (active, external)
• c. Need for ego defense (passive, internal)
• d. Need for reinforcement (passive,
  external)
• 4. Affective Growth Motives
• a. Need for assertion (active, internal)
• b. Need for affiliation (active, external)
• c. Need for identification (passive,
  internal)

8
Single Trait Theories

• Emphasized one personality trait as being
  particularly relevant to understanding a
  particular set of behaviors
• Two common assumptions
• 1. All individuals have internal
• characteristics or traits.
• 2. They are consistent and measurable
• between individuals and those
• characteristics.

9
Five Factor Model

• It is the multi-trait theory most commonly used
• Identifies five basic traits that are formed by
  genetics early learning
• Five traits
• 1. Extroversion
• 2. Instability
• 3. Agreeableness
• 4. Open to experience
• 5. Conscientiousness

10
3 Marketing Strategies Based on Motivational
Conflict

• Approach-approach conflict consumer must choose
  between two attractive alternatives the more
  equal the attraction, the greater the conflict
• Approach-avoidance conflict consumer facing a
  purchase choice with both a positive a negative
  consequence
• Avoidance-avoidance choice involving only
  undesirable consequences

11
2 Types of Purchasing Motives

• Manifest Motives motives that are
• known and freely admitted
• (example Purchasing a Cadillac because
  your friend drives it, it performs well, and is
  comfortable)
• Latent Motives reluctant to admit them
• (example Purchasing a Cadillac because it
  will make you look successful, sexy, or powerful)