Week 4: Motivation, personality and

emotion (Ch. 10)

Dr. Arnold Japutra

Consumer Behaviour MKTG 5406 Week 4

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Learning objectives
LO 10.1 Understand the nature of motivation.
LO 10.2 Understand some theories of motivation.
LO 10.3 Be aware of how marketers can appeal to consumers' motives.
LO 10.4 Understand the underlying aspects of theories of personality.
LO 10.5 Understand the relationship of personality to marketing.
LO 10.6 Be aware of how emotions can be used in marketing strategies.
The nature of motivation
Motivation:
• is the energising force that activates or triggers
behaviour
• provides purpose, direction and drive to that
behaviour.
Theories of motivation
• Maslow's hierarchy of needs
– Macro theory
• McGuire's psychological motives
– More detailed
Maslow's hierarchy of needs

Self-
actualisation

Esteem
(status, achieve)

Belongingness
(love, friendship, social)

Safety
(stability, secure surroundings)

Physiological
(food, water, sex)
McGuire's psychological motives

• Cognitive preservation motives

• Cognitive growth motives
• Affective growth motives
• Affective preservation motives
Cognitive preservation motives

1. Need for consistency

– We want things to make sense
2. Need to attribute causation
– Externally or internally, but we determine who or what
caused events
3. Need to categorise
– Establish frames of reference
4. Need for cues
– Symbols and clues to help us make meaning
Need for consistency
What if you can buy the
Bally bag for $247?
Cognitive growth motives
1. Need for independence
– To be in control and have self-worth
2. Need for novelty
– We like variety and change
3. Teleological need
– We want things to go the way we think they will
4. Utilitarian need
– Learn new information to solve problems
Need for novelty
Affective preservation motives

1. Need for tension reduction

– Look to reduce stress and have leisure
2. Need for self-expression
– Show others our identity and self-concept
3. Need for ego-defence
– Protect our self-concept or ego
4. Need for reinforcement
– Act in ways that will be rewarded
Need for self-expression

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Affective growth motives
1. Need for assertion
– To increase self-esteem
2. Need for affiliation
– Have social relationships
3. Need for identification
– Adopting new roles
4. Need for modelling
– Copying others behaviour with our own
Need for affiliation

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Discovering purchase motives

Latent
motives

Manifest motives
Latent and manifest motives in a purchase situation

Figure 10.1 Population segments typically share more of the behaviours of the general population
than they do unique behaviours within their segment
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
Marketing strategies based on motivation conflict

• Approach–approach motivational conflict

– A choice between two attractive alternatives
– Dissonance around making the right choice
• Approach–avoidance
– Consumer faces both positive and negative consequences
– The basis for diet drinks
• Avoidance–avoidance
– Consumer faces two undesirable alternatives
Approach-avoidance
Personality
• Individual personality theories
– Sigmund Freud
– Neo-Freudians
– Trait theory
• Social learning theories
• A combined approach
• Nature of personality
Single-trait theories
• Using one specific trait to explain the behaviour at
hand
– Examples: using innovativeness to explain early adoption
of new technology; using status consciousness to explain
consumption of luxury goods
The five-factor model of personality

Core trait Manifestation

Extroversion Prefer to be in a group than alone,

talkative, bold
Instability Moody, temperamental, touchy

Agreeableness Sympathetic, kind, polite

Openness to experience Imaginative, appreciative of art, find novel solutions

Conscientiousness Careful, precise, efficient

The use of personality in marketing

• Brand personality
– A set of human characteristics that become associated
with a brand
• What brand best reflects your own personality?
Dimensions of brand personality

Figure 10.2 Dimensions of brand personality

Source: Aaker JL (1997), ‘Dimensions of brand personality’, Journal of Marketing Research, August, p. 352.
Published by the American Marketing Association; reprinted with permission.
Communicating brand personality through advertising

COURTESY PACIFIC BRANDS

Exhibit 10.7 Brand personality involves ascribing a set of human characteristics to a brand.
Here the colour, texture and gritty background of the advertisement convey ruggedness,
toughness
and an outdoorsy personality.
The nature of emotions

Figure 10.3 The nature of emotions

Six basic emotions
• Happiness
• Anger
• Disgust
• Surprise
• Sadness
• Fear

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Types of emotional states

Table 10.7 Batra and Holbrook’s emotions and indicators (adjectives) *

* Administered as ‘I felt not at all (adjective)/very (adjective)’ (seven-point scale).

** The authors use the term ‘affect’; ‘emotion’ is used here to maintain consistency with the text.
Source: Adapted from Batra R & Holbrook MB (1990), ‘Developing a typology of affective responses
to advertising’, Psychology and Marketing, Spring, p. 22.
S-O-R Framework
• Mehrabian and Russell (1974)

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Emotions and marketing strategy

• Emotion arousal as a product benefit

– Sad movies
– Disney World
• Emotion reduction as a product benefit
– Retail therapy
– Flowers
Emotional arousal as a product benefit

COPYRIGHT © AUSTRALIAN DEFENCE FORCE, GPYR

Exhibit 10.8 This advertisement presents a sense of camaraderie, pride and being part of a
team.
Ads that arouse emotions

COURTESY WORKSAFE VICTORIA AND GREY MELBOURNE

Exhibit 10.9 Advertising often uses emotions in order to be noticed and to evoke a response from
consumers.
End of Session
Any Questions?