Quy An | Gia Huy | Thanh Ngan | Ngoc Thanh | Khanh Trang

Motivation, Affect
& Personality
Has The Death Of The Watch Been Greatly
Exaggerated? Apple Gets Into The Game

CB2 - Group 8
Table of contents

01 02
Introduction Issues
Introducing of the case Illustrating the main
context issues raised in the case

03 04
Questions Discussions Lessons Learned
Answering the case questions Summarising the lessons
and extra questions learned from the case
01. Introduction
Watch & watch industry
- Watch:
● Standard part of getting dressed in
the morning.
● Are “superfluous” and “secondary”.
- Watch industry: struggling to motivate
consumers to purchase a timekeeping
device that can connect with the
desktops, laptops, tablets, and cellphones.
Apple & Apple Watch
- Apple introduced Apple Watch.
- Price range from $350 to more than
$10,000.
- Apple Watch: mini-computers that
allow the wearer to check and send
messages, surf the Internet, monitor
heart rate, and pay in a store.
-> Another success for Apple.
02. Issues

Watch industry Apple Watch

Struggling to motivate consumers to How can Apple motivate
purchase a timekeeping device that consumers to buy one of these
can connect with the desktops, new gadgets with an
laptops, tablets, and cellphones. attention-getting price tag of
$17,000?
03. Question 1
Possible reasons to buy a watch today:

- Know the time.

- Provide stylish look, the color,
attractiveness.
- Convenient (connect with phone, laptop).
- Apple products’ loyalty.

Match with
the Maslow’s
Hierarchy of
Needs Theory
03. Question 2
Apple really believe these following factors will motivate consumers to
purchase the Apple Watch

- The need to quickly and subtly get access to information.

- “The flexibility of “glanceable information” is valuable.
- Offering options for nonverbal communication, tapping a button to send a
message.
- People who always value the brand and product.

Different motivations at the low versus high (luxury version) price point:

- Low Price: Save money but quite good quality, can meet daily needs.
- High Price: Better quality, better in styles and designs, have higher
re-sale value, give a superior feeling in front of family and friends.
03. Question 3 Marketers of watches use marketing and advertising
to motivate consumers to buy:

Compare the watch with another (Approach–Approach Motivational Conflict):

Apple and Samsung Watch

- The more equal the attractions, the greater the conflict.

- Resolved by a timely ad designed to encourage one or the other action or
a price modification.

Emphasize on the improvement of products

(Avoidance–Avoidance Motivational Conflict): The
improvement through 6 series of Apple Watch

- Consumers are accustomed to one products and do

not want to spend on something new.
 Marketers of watches use marketing and
03. Question 3 advertising to motivate consumers to buy:

Using KOLS, celebrities to promote campaigns (Affective Growth

Motives - Need for Modeling):

Chanel called up a top-notch all-star lineup for the J12 watch campaign
and photographed them with the J12 watch.

Creating limited edition, special edition (Cognitive

Growth Motives - Need for Autonomy):

The limited edition of Apple Watch x Hermes.

 Marketers of watches use marketing and
03. Question 3 advertising to motivate consumers to buy:

Using emotions, relationships

(Affective Growth Motives - Need
for Affiliation):

Patek Philippe emphasized

family relationships and
demonstrated how the watch
can help manage the parents’
working time to spend more
times on beloved ones.
03. Extra question 1
Apple uses Single-Trait Approach

- Need for Cognition: Apple Watch aims at people with high NFC.
- Consumers’ Need for Uniqueness: Apple creates Apple Watch
with a unique design, various colors for customer to choose.
-> Preserve the uniqueness of the product & enhances the
distinctiveness and status of those who own it.

Apple’s Brand Personality:

- Competence: The products are reliable and represent

the successful of Apple and customers.
- Sophistication: The product are mainly used by upper
class and the design are charming.
03. Extra question 1

Apple
- Competence: Reliable,
Intelligent, Successful.
- Sophistication: Upper
class, Charming.

Casio
- Excitement: Spirited.
- Competence: Reliable.
- Ruggedness: Outdoorsy,
Tough.
03. Extra question 2
Focus on the luxury and
Apple delicate design.
Focus on the
traditional
and tough
design.
04. Lesson learned

Identify and understand the motivation Link the consumer’s personality with the
of consumers. brand personalities.

Using different motives or conflict approach

Using personality traits theory to in advertisements and marketing to
motivate consumers to purchase. motivate customers.
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