CHAPTER 10 Motivation, Personality, and Emotion McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc All rights reserved PART III: INTERNAL INFLUENCES 10-2 Learning Objectives L01 L01 L02 L02 L03 L03 L04 L04 L05 L05 L06 L06 Define motivation and summarize the motivation sets put forth by Maslow and McGuire Articulate motivation’s role in consumer behavior and marketing strategy Define personality and the various theories of personality Discuss how brand personality can be used in developing marketing strategies Define emotions and list the major emotional dimensions Discuss how emotions can be used in developing marketing strategies 10-3 Consumer Behavior In The News… Are Front-Line Employees Your Brand? Do you think front-line employees (e.g., Bank Tellers) affect the perceived brand personality of a company? No Yes Source: D Wentzel, “The Effect of Employee Behavior on Brand Personality Impressions and Brand Attitudes, Journal of the Academy of Marketing Science, 2009, pp 359-374 10-4 Consumer Behavior In The News… Are Front-Line Employees Your Brand? Do you think front-line employees (e.g., Bank Tellers) affect the perceived brand personality of a company? No Yes – if you said yes you are correct! And the effect gets stronger the more consumers link the employee with the company Source: D Wentzel, “The Effect of Employee Behavior on Brand Personality Impressions and Brand Attitudes, Journal of the Academy of Marketing Science, 2009, pp 359-374 10-5 The Nature of Motivation Motivation is the reason for behavior A motive is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response There are numerous theories of motivation, and many of them offer useful insights for the marketing manager 10-6 The Nature of Motivation Two useful motivation theories: Maslow’s Hierarchy of Needs • A macro theory designed to account for most human behavior in general terms McGuire’s Psychological Motives • A fairly detailed set of motives used to account for specific aspects of consumer behavior 10-7 The Nature of Motivation McGuire’s Psychological Motives 1 Cognitive Cognitive Preservation Preservation Motives Motives Need for Consistency (active, internal) Need for Consistency (active, internal) Need for Attribution (active, external) Need for Attribution (active, external) Attribution Theory Attribution Theory Need to Categorize (passive, internal) Need to Categorize (passive, internal) Need for Objectification (passive, external) Need for Objectification (passive, external) 10-8 The Nature of Motivation McGuire’s Psychological Motives 2 Cognitive Cognitive Growth Growth Motives Motives Need for Autonomy (active, internal) Need for Autonomy (active, internal) Need for Stimulation (active, external) Need for Stimulation (active, external) Teleological Need (passive, internal) Teleological Need (passive, internal) Utilitarian Need (passive, external) Utilitarian Need (passive, external) 10-9 The Nature of Motivation McGuire’s Psychological Motives 3 Affective Affective Preservation Preservation Motives Motives Need for Tension Reduction (active, internal) Need for Tension Reduction (active, internal) Need for Expression (active, external) Need for Expression (active, external) Need for Ego Defense (passive, internal) Need for Ego Defense (passive, internal) Need for Reinforcement (passive, external) Need for Reinforcement (passive, external) 10-10 Personality Multitrait Approach • The Five-Factor Model is the most commonly used by marketers and identifies five basic traits that are formed by genetics and early learning Single Trait Approach • • • Consumer Ethnocentrism Need for Cognition Consumers’ Need for Uniqueness 10-19 Personality 10-20 Personality Single-Trait Approach: Consumer Ethnocentrism • Reflects an individual difference in consumers’ propensity to be biased against the purchase of foreign products Need for Cognition (NFC) • Reflects an individual difference in consumers’ propensity to engage in and enjoy thinking Consumers’ Need for Uniqueness • Reflects an individual difference in consumers’ propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods 10-21 Use of Personality in Marketing Practice Other times, consumers use Sometimes consumers choose products that fit their personality products to bolster an area of their personality where they feel weak 10-22 Use of Personality in Marketing Practice Brand image is what people think of and feel when they hear or see a brand name Brand personality is a set of human characteristics that become associated with a brand and are a particular type of image that some brands acquire 10-23 Video Application The following Video Clip demonstrates how Apple built brand personality with its “Think Different” integrated marketing campaign! 10-24 10-25 10-25 Use of Personality in Marketing Practice Dimensions of Brand Personality 10-26 Use of Personality in Marketing Practice Communicating Brand Personality Three important advertising tactics: Celebrity Endorsers User Imagery Executional Factors 10-27 Emotion Emotion is the identifiable specific feeling, and affect to refer to the liking/disliking aspect of the specific feeling Emotions are strong, relatively uncontrolled feelings that affect behavior They are strongly linked to needs, motivation, and personality Unmet needs create motivation which is related to the arousal component of emotion Personality also plays a role, e.g., some people are more emotional than others, a consumer trait referred to as affect intensity 10-28 Emotion Nature of Emotions Source: Adapted with permission from M B Holbrook and R Batra, “Assessing the Role of Emotions on Consumer Response to Advertising,” Journal of Consumer Research, December 1987, pp 404-20 Copyright © 1987 by the University of Chicago 10-29 Emotion Dimensions of Emotion Pleasure Arousal Dominance 10-30 Emotions and Marketing Strategy Emotion Arousal as a Product Benefit • • Consumers actively seek products whose primary or secondary benefit is emotion arousal Gratitude or the emotional appreciation for benefits received is a desirable consumer outcome that can lead to increased consumer trust and purchases Emotion Reduction as a Product Benefit • Marketers design or position many products to prevent or reduce the arousal of unpleasant emotions 10-31 Emotions and Marketing Strategy Consumer Coping in Product and Service Encounters Active coping Expressive support seeking Avoidance Consumer Emotional Intelligence is an important determinant of effective consumer coping 10-32 Emotions and Marketing Strategy Emotion in Advertising Emotional content in ads can enhance attention, attraction, and maintenance capabilities Emotional messages may be processed more thoroughly due to their enhanced level of arousal Emotional ads may enhance liking of the ad itself Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning Emotion may operate via high-involvement processes especially if emotion is decision relevant 10-33 ... integrated marketing campaign! 10- 24 10- 25 10- 25 Use of Personality in Marketing Practice Dimensions of Brand Personality 10- 26 Use of Personality in Marketing Practice Communicating Brand Personality... Wentzel, “The Effect of Employee Behavior on Brand Personality Impressions and Brand Attitudes, Journal of the Academy of Marketing Science, 2009, pp 359-374 10- 4 Consumer Behavior In The News… Are... Situation 10- 13 Motivation Theory and Marketing Strategy Marketing Strategy Based on Multiple Motives Involvement is a motivational state caused by consumer perceptions that a product, brand, or