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Motivation,personality and emotion

Motivation,personality and emotion. Lecture overview. What is motivation? How can we explain motivation? How do marketers appeal to consumers’ motives? What are the theories of personality? What is the link to marketing strategy? Motivation Personality emotions. Definitions. Motivation:

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Motivation,personality and emotion

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  1. Motivation,personality and emotion

  2. Lecture overview • What is motivation? • How can we explain motivation? • How do marketers appeal to consumers’ motives? • What are the theories of personality? • What is the link to marketing strategy? • Motivation • Personality • emotions

  3. Definitions • Motivation: • Energising force that activates behaviour and provides purpose and direction to behaviour • Personality: • Reflects the common responses that individuals make to a variety of recurring situations • Emotions: • Strong, relatively uncontrollable feelings that affect behaviour

  4. Nature of motivation • Is the reason for behaviour • Represents an unobservable, inner force that stimulates and compels a behavioural response and provides specific direction for that response • A motive is why an individual does something

  5. Theories of motivation • Maslow’s hierarchy of needs: • A macro theory designed to account for behaviour in general terms • McGuire’s psychological motives: • Uses a fairly detailed set of motives to account for a limited range of consumer behaviour

  6. Maslow’s hierarchy of needs • Underpinning assumptions: • Humans acquire a similar set of motives through genetic endowment and social interaction • Some motives are more basic than others • The more basic motives must be satisfied to a minimum level before other motives are activated • As the basic motives become satisfied, more advanced motives activate

  7. Hierarchy of needs • 5. Self-actualising: desire for fulfillment • 4. Esteem: desire for status, superiority, self respect. Relate to individual’s feelings of usefulness and accomplishment • 3. Belongingness: reflected in desire for love, friendship, affiliation, accomplishment • 2. Safety: seeking physical safety and security, familiar surroundings etc. • 1. Physiological: food, water, sleep

  8. McGuire’s Psychological motives • Internal, non-social motives: • Consistency: desire to have all facets of oneself consistent with each other • Attribute causation: to determine who or what causes the things that happen to us • Categorise: we need to be able to categorise/organise information and experiences in some meaningful/manageable way

  9. Internal, non-social motives (cont) • Cues: or observable symbols to enable consumers to infer what is felt and known • Independence: for feelings of control & self-governance • Novelty: for variety

  10. External, social motives • Self-expression: to express one’s identity to others • Ego-defence: to protect one’s self-concept • Assertion: to engage in those activities which will increase self-esteem • Reinforcement: people act in a certain way because they are rewarded for it • Affiliation: to develop mutually helpful and satisfying relationships, share & be accepted • Modeling: to base behaviour on that of others

  11. Motivation theory and marketing • Consumers buy motive satisfaction or problem resolution • Marketing managers must discover the motives that their products and brands can satisfy and develop marketing mix around these motives • Marketing strategy must speak to manifest and latent motives

  12. Motivational conflict • The resolution of motivational conflict often affects consumption patterns: • Approach-approach motivational conflict: consumer faces choices between two attractive alternatives • Approach-avoidance conflict: the consumer faces both positive and negative consequences with purchase of a product • Avoidance-avoidance conflict: consumer faces two unattractive options

  13. Personality • Guides and directs behaviour • Encompasses those relatively long-lasting qualities that allow consumers to respond to world around them • Marketers use personality characteristics of consumers to structure marketing strategies

  14. Individual personality theories • All individuals have internal characteristics or traits • For these characteristics, there are consistent and measurable differences between individuals • Environment or situations are not considered in these theories

  15. Social learning theories • Emphasise the environment as the important determinant of behaviour • Systematic differences in situations, in stimuli or social settings are of major interest, not differences in traits, needs or other individual properties • Social theorists classify situations • These theories deal with ways people learn to respond to the environment and the patterns of responses they learn

  16. Use of personality in marketing • Products have their own ‘brand personality’ • People assign personalities to brands based on: • Characteristics of product category • Brand’s features • Packaging • Advertising • Consumers will tend to purchase the product with the personality that closely matches their own, or that strengthens an area in which they feel weak

  17. Emotion • Strong, relatively uncontrolled feelings that affect our behaviour • Are generally triggered by environmental events, although internal processes (imagery) can trigger emotions • Are accompanied by physiological changes • Emotions are generally accompanied by thinking, and have associated behaviours, and involve subjective feelings

  18. Types of emotions • Plutchik: • Fear • Anger • Joy • Sadness • Acceptance • Disgust • Expectancy • surprise

  19. Emotions and marketing strategy • Marketers use emotions to guide product positioning, sales presentations and advertising: • Emotion arousal as a product benefit • Emotion reduction as a product benefit • Emotion in advertising: • Emotional content of advertisements enhances their attention-attraction and attention-maintenance capabilities • Positive-emotion-eliciting advertisements may increase brand preference (through classical conditioning)

  20. Summary • Consumer motivations are energising forces that activate behaviour and make it purposeful and directed • Consumer motivations are highly situation specific • It is necessary to understand what motives and behaviours are influenced by specific situations • Consumers have manifest and latent motives, which can be determined by motivation-research techniques

  21. Summary (cont) • Because of the large number of motivations, motivational conflict can occur • The personality of the consumer guides and directs the behaviour chosen for accomplishing goals in different situations • There are 2 basic approaches to understanding personality: • Individual personality theories • Social learning theories

  22. Summary(cont) • Brands have personalities • Consumers tend to prefer products with personalities that are pleasing to them • Consumers prefer advertising messages that portray their own personality or a desired one • Marketers design and position products to both arouse and reduce emotions • Advertisements include emotion-arousing material to increase attention, degree of processing, remembering and brand preference

  23. Discovering motives • Manifest motives: consumers recognise and will share these motives • Latent motives: consumers are unaware of these motives, or reluctant to admit them • Association techniques • Completion techniques • Construction techniques

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