In this lecture we will discuss some of the reasons that consumers behave the way they do, the theories of motivation and their application in marketing. We’ll also discuss theories of personality and how they can be applied. And finally, we’ll talk about how you can use insights about emotions in marketing. Firms now look to these aspects to differentiate their products, as the market is crowded with ‘look-alike’ products and these aspects can sometimes provide the marketing edge required.
Trang 1• 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
Trang 2• Maslow’s hierarchy of needs
• McGuire’s psychological motives
Trang 3PPTs t/a Consumer Behaviour 4e by Neal, Quester,
Hawkins
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Maslow’s 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
Trang 4(Food, water, air, shelter, sex)
Safety and Security Needs
(Protection, order, stability)
Trang 5PPTs t/a Consumer Behaviour 4e by Neal, Quester,
Hawkins
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McGuire’s Psychological Motives
• Cognitive preservation motives
• Cognitive growth motives
• Affective growth motives
• Affective preservation motives
Trang 6McGuire’s Psychological Motives:
Cognitive Motives
Trang 7McGuire’s Psychological Motives:
Affective Motives
Trang 8Appealing to the Individual’s Need for
Self-Expression
Trang 9Appealing to Consumers’ Need to Enhance
their Self-Esteem
Trang 10PPTs t/a Consumer Behaviour 4e by Neal, Quester,
Hawkins
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Discovering Purchase Motives
Manifest motives Latent
motives
Trang 11Latent and Manifest Motives in a
Purchase Situation
Trang 12PPTs t/a Consumer Behaviour 4e by Neal, Quester,
Hawkins
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Motivation Research Techniques
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Hawkins
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Marketing Strategies Based on
Motivation Conflict
• Approach–approach
• Approach–avoidance
• Avoidance–avoidance
Trang 14PPTs t/a Consumer Behaviour 4e by Neal, Quester,
Hawkins
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Personality
• Individual personality theories
• Social learning theories
• A combined approach
Trang 15PPTs t/a Consumer Behaviour 4e by Neal, Quester,
Hawkins
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Trang 16The Five-Factor Model of Personality
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Hawkins
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The Use of Personality in Marketing
• Brand personality
– A set of human characteristics that become associated with a brand
Trang 18Dimensions of Brand Personality
Trang 19Communicating Brand Personality through
Advertising
Trang 20Communicating Brand Personality through
Advertising (cont.)
Trang 21The Nature of Emotions
Trang 22Types of Emotions
Trang 23PPTs t/a Consumer Behaviour 4e by Neal, Quester,
Hawkins
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Emotions and Marketing Strategy
• Emotion arousal as a product benefit
• Emotion reduction as a product benefit
Trang 24PPTs t/a Consumer Behaviour 4e by Neal, Quester,
Hawkins
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Next Lecture…
Chapter 11:
Attitude and Attitude Change