April 22 2019

Determine what specific behavior consumers choose

Personality
SESSION 4 traits

MOTIVATION, PERSONALITY & EMOTION Why consumers engage in behavior

Motivation
Behavior
(needs)

Emotions
Experience triggered by an interplay between
motivation, personality & external factors.

Van Tran - Adapted from Hawkins, McGraw-Hill Education

V an T ran - A dapted from H aw kins, M cG raw -H ill Educatio n
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Motivation

1 Define motivation and summarize the motivation sets put forth by Maslow
and McGuire MOTIVATION is the energizing force that
activates behavior and provides purpose
2 Articulate motivation’s role in consumer behavior and marketing strategy and direction to that behavior.
The terms need and motivation are used Current Desired
3 Define personality and the various theories of personality interchangeably. state state

4 Discuss how brand personality can be used in developing marketing

strategies 1 Maslow’s Hierarchy of Needs A need as a drive state

2 McGuire’s Psychological Motives

5 Define emotions and list the major emotional dimensions

6 Discuss how emotions can be used in developing marketing strategies

Van Tran - Adapted from Hawkins, McGraw-Hill Education Van Tran - Adapted from Hawkins, McGraw-Hill Education
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Cognitive Affective
Maslow’s Hierarchy of Needs Preserve Growth Preserve Growth
Active Internal Consistent Autonomy Tension reduction Assertion
desire to have all independence and preserve balance seek success,
facets of oneself individuality admiration, and
consistent with each dominance
other.

1. Humans acquire a set of motives through genetic External Attribution Stimulate Expression Affiliation
determine who or often seek variety and express identity develop mutually
endowment and social interaction. what causes the difference out of a need helpful and
things that happen for stimulation satisfying
2. Some motives are more basic than others.
McGuire’s relationships with
others
3. More basic needs must be satisfied to a minimum
level before other motives are activated. Psychological Passive
(Reactive)
Internal Categorization
categorize and
Teleological
Consumers are pattern
Ego defense
protect one self-
Identification
seeking to play

Motives organize the vast matchers who have concept and utilize various roles
array of information images of desired defensive behaviors
and experiences they outcomes or end states and attitudes
encounter in a with which they

?
Do you agree with the levels in meaningful yet compare their current
manageable way situation
Maslow’s model?
External Objectification Utilitarian consumer Reinforcement act Modeling
needs for observable as a problem solver in certain ways a tendency to
cues or symbols that who approaches because they were base behavior on
enable people to infer situations as rewarded for that of others
what they feel and opportunities to acquire behaving that way in
know useful information or similar situations in
new skills the past.

Van Tran - Adapted from Hawkins, McGraw-Hill Education Van Tran - Adapted from Hawkins, McGraw-Hill Education
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APPLICATIONS: Motivation APPLICATION 1: Purchase motives

Marketing strategies based on:

§ Consumers’ different purchase motives
§ Multiple motives
§ Consumer involvement (Self-relevance)
Many of consumers’ purchase
§ Motivation conflict motives are not directed admitted.
How to find out?
§ Regulatory focus
Third-person technique
Laddering
…

Van Tran - Adapted from Hawkins, McGraw-Hill Education Van Tran - Adapted from Hawkins, McGraw-Hill Education
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APPLICATION 2: Multiple motives
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APPLICATION 4: Motivation Conflict
Type of motivation conflict
Approach-approach
(Must choose one but like both)
Approach-avoidance
(Like it but it’s bad/risky)
Avoidance-avoidance
(Like none but must choose)
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APPLICATION 3: Consumer Involvement
Since purchase motives come in sets, some Involvement is a motivational state that a
questions need to be addressed: product, brand, or advertisement is relevant
or interesting.
• Which motive(s) are more important?
• Are they manifest or latent? • Increases attention, analytical processing,
information search, and word of mouth.
• Makes product/brand communication not only
relevant but also attractive and involving.
?
How does this Lamborghini commercials
Tom adopting a stray dog is one example
encourage consumer involvement?
of multiple motives.
Van Tran - Adapted from Hawkins, McGraw-Hill Education Van Tran - Adapted from Hawkins, McGraw-Hill Education
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APPLICATIONS: Motivation Conflict
Approach-approach Approach-avoidance
Details Adaptive Strategies
Avoidance-avoidance
When a consumer must choose Encouraging one action or the
between two attractive other
alternatives. Price modification
When a consumer faces a
purchase choice with both
New product ideas
positive and negative
consequences
Solution to lessen the
When a consumer faces a
undesirableness of the choice
choice involving only
Hit on the fear for this conflict to
undesirable outcomes
create demand
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1 APPLICATION 5: Regulatory focus PERSONALITY

Regulatory focus theory:

Personality is an individual’s characteristic response
Consumers will react differently tendencies (patterns) across similar situation.
depending on which set of
motives is more salient. These personalities can be innate or shaped at an early
age by the external influences and stay relatively
Situational factors that may unchanged overtime.
temporarily make one
orientation more prominent:
• Ad theme Trait theories see personality as an individual
difference and suggest consumer segmentation based
• Message frame
• Advertising context on their personality differences.

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PERSONALITY: Multi-trait Model PERSONALITY: Other traits

Five-Factor Model is the most
commonly used by marketers and
identifies five basic traits that are
formed by genetics and early
learning.
THINKING ACTIVITY
Consumer Ethnocentrism:
an individual difference in
Extroversion Prefer to be in large group, talkative, bold consumers’ propensity to be
biased against the purchase of
foreign products.
Instability Moody, temperamental, touchy Need for Cognition (NFC):
Women are said to have this need of
an individual difference in cognition higher than men when it

? Where can these insights be

applied to in terms of
marketing and sales as well as
Agreeableness Sympathetic, kind and polite with others
consumers’ propensity to
engage in and enjoy thinking.
Need for Uniqueness:
comes to decision making.

the design of the following

product/service? Openness Imaginative, creative, curious an individual difference in
• Fitness service consumers’ propensity to pursue
• Fast food differentness relative to others Consumers with low ethnocentrism will choose to consume more
products from foreign or international producers in stead of local
• Bubble tea Conscientious Careful, precise, efficient through the acquisition, brands. (like KFC better than Mr. Thinh fried chicken)
• Homestay service utilization, and disposition of
• A tour to Taiwan Ngoc Trinh purchase limited editions
consumer goods. of expensive accessories for the high
need for uniqueness of owning
Van Tran - Adapted from Hawkins, McGraw-Hill Education Van Tran - Adapted from Hawkins, McGraw-Hill Education special products.
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PERSONALITY 2 PERSONALITY: Applications

“A lot of times, consumers Brand personality is a set of human

choose product that fit with their characteristics that become associated
personality or to boost an area of with a brand and are a particular type of
their personality where they feel image that some brands acquire.
weak.”

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PERSONALITY: Applications Communicate Brand Personality

Dimensions of Brand Personality Executional Factors:

Celebrity Endorsers User Imagery Tone, media, logo

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Emotion Emotion: Nature

Emotion
• the temporary, identifiable, specific feelings (with Motivation
labelled meaning)
Personality
• an experience triggered by an interplay between
motivation, personality & external factors.

Unmet/met needs è emotions Circumstance

Personality of Stability è intensity of emotions
Environment, others’ reactions è intensity of emotion

Van Tran - Adapted from Hawkins, McGraw-Hill Education

Emotion Van Tran - Adapted from Hawkins, McGraw-Hill Education
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EMOTION: Applications

Emotion Arousal as a Product Benefit

• Consumers actively seek products whose
primary or secondary benefit is emotion
arousal.
Emotion • Gratitude or the emotional appreciation for
Dimensions 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.
Van Tran - Adapted from Hawkins, McGraw-Hill Education Van Tran - Adapted from Hawkins, McGraw-Hill Education
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EMOTION: Applications EMOTION: Applications

Consumer Coping in Product and Service Encounter

Advertising
Coping involves consumer thoughts and behaviours in reaction to
a stress- inducing situation designed to reduce stress and achieve • Emotional messages and ad content can enhance attention, attraction,
more desired positive emotions. and maintenance capabilities.
• Active coping: Thinking of ways to solve the problem,
• Repeated exposure to positive-emotion-eliciting ads may increase brand
engaging in restraint to avoid rash behavior, and making the
best of the situation preference through classical conditioning.
• Expressive support seeking: Venting emotions and seeking • Emotion may operate via high-involvement processes especially if
emotional and problem focused assistance from others. emotional values or benefits are decision relevant.
• Avoidance: Avoiding the retailer mentally or physically or
engaging in complete self denial of the event.
è proper training of service personnel to handle product and service
failures
è the careful design of retail and service facilities to reduce stressors
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