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Motivation, Personality and Emotion

Motivation, Personality and Emotion The nature of motivation theories of motivation How marketers can appeal to consumers' motives. Maslow's Hierarchy of Needs and McGuire's psychological motives are explored. As the more basic motives become satisfied, the more advanced motives come into play.

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310 views

Motivation, Personality and Emotion

Motivation, Personality and Emotion The nature of motivation theories of motivation How marketers can appeal to consumers' motives. Maslow's Hierarchy of Needs and McGuire's psychological motives are explored. As the more basic motives become satisfied, the more advanced motives come into play.

Uploaded by

Devi Apriani
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Chapter 10 Motivation, Personality and Emotion

The nature of motivation Theories of motivation

How marketers can appeal to consumers motives


The underlying aspects of the theories of

personality The relationship of personality to marketing How emotions can be used in marketing strategies

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

101

Theories of Motivation
Maslows hierarchy of needs

McGuires psychological motives

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

102

Maslows Hierarchy of Needs


1. All humans acquire a similar set of motives

through genetic endowment and social interaction


2. Some motives are more basic or 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, the more

advanced motives come into play.


Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

103

Maslows Hierarchy of Needs


Self-Actualisation
(Self-fulfillment)

Ego Needs
(Prestige, status, self esteem)

Social Needs
(affection, friendship, belonging)

Safety and Security Needs


(Protection, order, stability)

Physiological Needs
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

(Food, water, air, shelter, sex)

104

McGuires Psychological Motives


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

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

105

McGuires Psychological Motives: Cognitive Motives

106

McGuires Psychological Motives: Affective Motives

107

Appealing to the Individuals Need for Self-Expression

108

Appealing to Consumers Need to Enhance their Self-Esteem

109

Discovering Purchase Motives Latent motives Manifest motives

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

1010

Latent and Manifest Motives in a Purchase Situation

1011

Motivation Research Techniques


Association techniques

word association successive word association sentence completion story completion cartoon techniques third-person techniques picture techniques

Completion techniques

Construction techniques

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

1012

Marketing Strategies Based on Motivation Conflict


Approachapproach

Approachavoidance
Avoidanceavoidance

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

1013

Personality
Individual personality theories

Social learning theories


A combined approach

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

1014

Personality (cont.)
Nature of personality Individual personality theories

Sigmund Freud Neo-Freudians Trait theory

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

1015

The Five-Factor Model of Personality

1016

The Use of Personality in Marketing


Brand personality

A set of human characteristics that become associated with a brand

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

1017

Dimensions of Brand Personality

1018

Communicating Brand Personality through Advertising

1019

Communicating Brand Personality through Advertising (cont.)

1020

The Nature of Emotions

1021

Types of Emotions

1022

Emotions and Marketing Strategy


Emotion arousal as a product benefit

Emotion reduction as a product benefit

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

1023

Next Lecture
Chapter 11: Attitude and Attitude Change

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

1024

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