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.
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 ª 2004 McGrawHill Australia Pty Ltd 10–1 Theories of Motivation • Maslow’s hierarchy of needs • McGuire’s psychological motives Copyright ª 2004 McGrawHill Australia Pty Ltd 10–2 Maslow’s Hierarchy of Needs All humans acquire a similar set of motives through genetic endowment and social interaction Some motives are more basic or critical than others The more basic motives must be satisfied to a minimum level before other motives are activated As the basic motives become satisfied, the more advanced motives come into play Copyright ª 2004 McGrawHill Australia Pty Ltd 10–3 Maslow’s 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 (Food, water, air, shelter, sex) Copyright ª 2004 McGrawHill Australia Pty Ltd 10–4 McGuire’s Psychological Motives • Cognitive preservation motives • Cognitive growth motives • Affective growth motives • Affective preservation motives Copyright ª 2004 McGrawHill Australia Pty Ltd 10–5 McGuire’s Psychological Motives: Cognitive Motives 10–6 McGuire’s Psychological Motives: Affective Motives 10–7 Appealing to the Individual’s Need for Self-Expression 10–8 Appealing to Consumers’ Need to Enhance their Self-Esteem 10–9 Discovering Purchase Motives Latent motives Manifest motives Copyright ª 2004 McGrawHill Australia Pty Ltd 10– 10 Latent and Manifest Motives in a Purchase Situation 10–11 Motivation Research Techniques • Association techniques – – word association successive word association • Completion techniques – – sentence completion story completion • Construction techniques – – – cartoon techniques third-person techniques picture techniques Copyright ª 2004 McGrawHill Australia Pty Ltd 10– 12 Marketing Strategies Based on Motivation Conflict • Approach–approach • Approach–avoidance • Avoidance–avoidance Copyright ª 2004 McGrawHill Australia Pty Ltd 10– 13 Personality • Individual personality theories • Social learning theories • A combined approach Copyrightê2004McGrawưHillAustraliaPtyLtd 10 14 Personality (cont.) Nature of personality • Individual personality theories – – – Sigmund Freud Neo-Freudians Trait theory Copyright ª 2004 McGrawHill Australia Pty Ltd 10– 15 The Five-Factor Model of Personality 10–16 The Use of Personality in Marketing • Brand personality – A set of human characteristics that become associated with a brand Copyright ª 2004 McGrawHill Australia Pty Ltd 10– 17 Dimensions of Brand Personality 10–18 Communicating Brand Personality through Advertising 10–19 Communicating Brand Personality through Advertising (cont.) 10–20 The Nature of Emotions 10–21 Types of Emotions 10–22 Emotions and Marketing Strategy • Emotion arousal as a product benefit • Emotion reduction as a product benefit Copyright ª 2004 McGrawHill Australia Pty Ltd 10– 23 Next Lecture… Chapter 11: Attitude and Attitude Change Copyright ª 2004 McGrawHill Australia Pty Ltd 10– 24 ... 10 5 McGuire’s Psychological Motives: Cognitive Motives 10 6 McGuire’s Psychological Motives: Affective Motives 10 7 Appealing to the Individual’s Need for Self-Expression 10 8 Appealing to Consumers’... Self-Esteem 10 9 Discovering Purchase Motives Latent motives Manifest motives Copyright ª 2004 McGrawHill Australia Pty Ltd 10 10 Latent and Manifest Motives in a Purchase Situation 10 11... personality theories – – – Sigmund Freud Neo-Freudians Trait theory Copyright ª 2004 McGrawHill Australia Pty Ltd 10 15 The Five-Factor Model of Personality 10 16 The Use of Personality in Marketing