Today’s Plan

• Brand choice for Assignment 3

• Chapter 10 – Motivation
• Chapter 11 – Attitude
• Reminder
CHAPTER 10
Motivation,
Personality,
and Emotion

Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
PART III: INTERNAL INFLUENCES
 Learning Objectives

L01 Define motivation and summarize the motivation sets put

forth by Maslow and McGuire

L02 Articulate motivation’s role in consumer behavior and

marketing strategy

L03 Define personality and the various theories of personality

L04 Discuss how brand personality can be used in

developing marketing strategies

L05 Define emotions and list the major emotional dimensions

L06 Discuss how emotions can be used in developing

marketing strategies
 The Nature of Motivation
• Motivation is the reason for behavior.

Ø Why do you join our class today?

• People do not buy products. Rather they buy solutions to problem

or motive satisfaction!

Ø What have you bought recently and why?

• A motive is a construct representing an unobservable inner force

that stimulates and compels a behavioral response and provides
specific direction to that response.
 The Nature of Motivation

Two useful motivation theories:

1. Maslow’s Hierarchy of Needs
• A macro theory designed to account for most human behavior
in general terms.
2. McGuire’s Psychological Motives
• A fairly detailed set of motives used to account for specific
aspects of consumer behavior.
Maslow’s Hierarchy of Need

1. All humans acquire a

similar set of motives.
2. Some motives are more
basic/critical than others.
3. The more basic motives
must be satisfied to a
minimum level before
other motives are activated.
4. As each motive in the
hierarchy is satisfied, the
next more advanced motive
comes into play.

Ø Do you:
ü Live to eat?
ü Eat to live?
Which Need?
Which Need?
Which Need?
 Which Need?

https://www.youtube.com/watch?v=Ed8lM5l0Nbs&t=11s
 Which Need?
Needs/motives Slogans

Generali: “Live the life you desire”

KFC: “It’s finger licking good”

Lifebuoy: “Makes health infectious”

Clear: “Nothing to hide”

Nike: “Just do it”

Ananas: “Discover You”

 Which Need?

The most important decision I have ever made is to leave my peaceful home
town of Dalat after getting a BA degree in English Literature for Ho Chi Minh
City thinking that a young man should challenge himself in a harsher
environment, pursue further education and find a way to contribute to his
community.

I started my new life in the city that has the highest costs of living in Vietnam
with only a bicycle and a small amount of money that could raise me in one
month since my family was too poor to financially support me. It was nothing
but a strong desire to live a more meaningful life that helped me overcome
severe difficulties in those days. I did everything to survive and pursue further
education: a waiter in a coffee shop, a worker in a construction field, a part-time
market researcher, a night-shift security guard, an English tutor... All these jobs,
together with my scholarships won during 4 years at university, helped me
complete my BS of Journalism with good grade.
McGuire’s Psychological Motives
16 motives grouped into 4 areas
Mental activities,
Emotions, feelings and
processes and
personal goals
meaning
1
3
Cognitive
Affective growth
growth

2 4
Cognitive Affective
preservation preservation
 McGuire’s Psychological Motives
1. Cognitive preservation motives or needs
Consistency The need for internal equilibrium or balance.
Causation The need to determine who or what cause the things that happen to us
Categorization The need to establish categories or mental partitions that provide frames of reference.
Cues The need for observable cues or symbols that enable us to infer what we feel and
know.
2. Cognitive growth motives or needs
Independence The need for a feeling of self-governance or self-control.
Novelty The need for variety and difference.
Teleogical The need to achieve desired outcomes or end states.
Utilitarian The need to learn new information to solve problems.

3. Affective preservation motives or needs

Tension reduction The need to reduce stress
Self-expression The need to express self-identity to others.
Ego-defence The need to defend or protect our identities or egos.
Reinforcement The need to act in such a way that others will reward us.
4. Affective growth motives or needs
Assertion The need to increase self-esteem
Affiliation The need to develop mutually satisfying relationships with others
Identification The need to adopt new roles.
Modelling The need to base behaviours on those of others
 The Need for Consistency
• A desire is to have facets (attitude, opinion, self-image,
behaviors, views of others) of oneself consistent with each other
• MKT strategy: consistent application in each element of
marketing mix
 The Need for Attribute (Causation)
• The need to determine who or what
causes the things that happen to us:
Ø Internal attribute
Ø External attribute
• Attribute theory: meaning assigned to a
person’s behavior, e.g., sales person’s
advice, advertising message...
• Marketing strategy: increasing
credibility of message, e.g., using
experts, celebrities...
 The Need to Categorize
• Need to be able to categorize and organize information and
experiences in some meaningful and manageable way.
• Marketing application: categorizing different prices for
different categories of goods.
 The Need for Cues

• Motives reflect our need for observable cues or symbols,

to enable us to infer what is felt and known.
• Marketing strategy: designing for brand desired image,
using celebrity endorsement...etc
 The Need for Independence

• Need for independence or

feeling of self-governance is
derived from a need to
establish a sense of self-
worth and self-actualization.
• Marketing implication: many
brands use this as emotional
benefits for their products
 The Need for Novelty

• People often seek variety and

differences simply out of a need
for novelty.
• Marketing implication:
Ø New experiences
Ø New product
Ø Brand extension
 Teleological Need
• Propels individual to prefer
movies, television programs and
books with outcomes that match
their view of how the world
should work.
• Marketing implication:
Ø Fit/display your product into
the world consumers want,
e.g., Audi car in 007 movies
Ø Movie example: Good
characters always win over
bad ones
 Utilitarian Need

• Consumers are problem solvers

and approach situations in a way
of gaining useful information or
new skills, e.g., watching movie
and learning about fashion.
• Marketing implication:
advertising as source of learning
for consumers’ future decisions
or current use
 The Need for Tension Reduction
• We encounter situations that cause stress hence being
motivated to find ways to reduce it.
• Marketing implication: offering products or services that
reduce tension.
 The Need for Self-expression
• The need to express one’s
identity to others.
• Product that is
“conspicuously consumed”
• Clothes, jewelry, cars, etc.
allow customers to express
their identity
 The Need for Ego-defense

The need to defend our identity or ego, using defensive

behaviors and attitudes, when it is threatened.

https://www.youtube.com/watch?v=lGVAe1Oq71I
 The Need for Reinforcement

• People are quite often motivated to act in certain ways

because they are rewarded for doing so.
• Marketing implication: often seen in products used in public
situations
 The Need for Assertion
• Reflects the desire to engage in those types of activities
that will bring about an increase in self-esteem, as well as
esteem in the eyes of others.
• Marketing application: membership classification,
exclusive status...
 The Need for Affiliation
The need to develop mutually helpful and satisfying
relationship with others and to share with and be accepted
by others.

https://www.youtube.com/watch?v=P7ADWd9Psag
 The Need for Identification
• Pleasure for adding new, satisfying roles, and by increasing
the significant roles already adopted.
• Mercedes using Federer as a ‘tennis legend’, ‘international
superstar’ and ‘father’
 The Need for Modelling

• Tendency to base behavior on

that of others.
• Marketers use this motive by
showing successful people - in
sports, performance and other
industries to influence the
consumer behavior.
Motivation Theory and Marketing Strategy
Manifest and Latent Motives in a Purchase Situation
Motivation Theory and Marketing Strategy
Manifest and Latent Motives in a Purchase Situation
Motivation Theory and Marketing Strategy
Marketing Strategy Based on Multiple Motives

• Involvement is a motivational state caused by consumer perceptions

that a product, brand, or advertisement is relevant or interesting.

• Consumer involvement increases attention, analytical processing,

information search, and word of mouth.

https://www.youtube.com/watch?v=qputYVzxMCk
 Motivation Theory and Marketing Strategy
Marketing Strategies Based on Motivation Conflict

Three types of motivational conflict:

1. Approach-Approach Motivational Conflict
• A choice between two attractive alternatives (e.g., using your lucky money)
2. Approach-Avoidance Motivational Conflict
• A choice with both positive and negative consequences (e.g., dyeing hair)
3. Avoidance-Avoidance Motivational Conflict
• A choice involving only undesirable outcomes (e.g., paying to buy new
laptop/repair broken laptop)

What do brands do to help consumers

resolve these conflicts?
 Personality
Ø Personality is an individual’s characteristic response tendencies across similar
situations.

Ø Personality of the consumer guides and directs the behavior chosen to

accomplish goals in different situations.
Use of Personality in Marketing Practice

Other times,
Sometimes consumers use
consumers products to bolster
choose products an area of their
that fit their personality where
personality. they feel weak.
 Use of Personality in Marketing Practice
Ø Brand image is what people think of and feel when they hear or see
a brand name.

Ø Brand personality is a set of human characteristics that become

associated with a brand and are a particular type of image that some
brands acquire.
 Use of Personality in Marketing Practice
Communicating Brand Personality

Three important advertising tactics:

1. Celebrity endorsers

2. User imagery (who/what type of person might use the product/brand)

3. Executional factors

https://www.youtube.com/watch?v=dMR https://www.youtube.com/watch?v https://www.youtube.com/watch?v=r

Q5aet2yo =ov4v4L9ElwM V7LuA5Q0eQ
 Emotion
Emotion is the identifiable specific feeling and affect to refer to the
liking/disliking aspect of the specific feeling.
Emotions are strong, relatively uncontrolled feelings that affect
behavior:
Ø They are strongly linked to needs, motivation, and personality.
Ø Unmet needs create motivation which is related to the arousal
component of emotion.
Ø Personality also plays a role, e.g., some people are more
emotional than others, a consumer trait referred to as affect
intensity.

https://www.youtube.com/watch?v=BnBvlz8EaZ0
 Emotion
3 Dimensions of Emotions
 Emotions and Marketing Strategy
Ø Emotion arousal as a product benefit
• Consumers actively seek products whose primary or secondary
benefit is emotion arousal.
• Gratitude or the emotional appreciation for benefits received is
a desirable consumer outcome that can lead to increased
consumer trust and purchases.
Ø Emotion reduction as a product benefit
• Marketers design or position many products to prevent or
reduce the arousal of unpleasant emotions.
Ø Emotion in advertising

• Emotional content in ads can enhance attention, attraction,

liking of the ad itself and may increase brand preference.
Generali - Song Nhu Y
https://www.youtube.com/watch?v=9Sy3Nb7At-g
CHAPTER 11
Attitudes
and
Influencing
Attitudes

Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
PART III: INTERNAL INFLUENCES

11-44
 Learning Objectives

L01 Define attitude and its role in consumer behavior

L02 Summarize the three components of attitudes

L03 Discuss attitude change strategies associated with each

attitude component

L04 Describe the elaboration likelihood model of persuasion

L05 Describe the role of message source, appeal, and

structure on attitudes

L06 Discuss segmentation and product development

applications of attitudes
 Attitudes and Influencing Attitudes
An attitude is an enduring organization of motivational, emotional,
perceptual, and cognitive processes with respect to some aspect of
our environment.

Brand

Event Company

Celebrity Shopping

Attitude

Ad Store

Sales Other
person Customers
Attitudes and Influencing Attitudes
Attitude Components and Manifestations
Attitude Components
Attitude Component Consistency
 Attitude Components
Attitude Component Consistency
Factors that may account for
inconsistencies:
1. Lack of need
2. Lack of ability
3. Relative attitudes (e.g., in
comparison with other
products)
4. Attitude ambivalence (mixed
belief/feelings about an object)
5. Weakly held beliefs and affect
6. Interpersonal and situational
influences
 Attitude Change Strategies
Creating, increasing, maintaining or changing an attitude requires
strategies aimed at one or more components of attitude:
Ø Change the cognitive component:
e.g., change belief, add belief, shift
importance, change belief of an ideal
brand...
Affective
Cognitive component
component
Ø Change the affective component:
e.g., classical conditioning, affect
toward the ad, mere exposure...
Behavioural
component Ø Change the behavioral component:
e.g., product/service trial...
Individual and Situational Characteristics that
Influence Attitude Change
Elaboration Likelihood Model
Individual and Situational Characteristics that
Influence Attitude Change
Elaboration Likelihood Model – Examples

Central route to persuasion Peripheral route to persuasion

 Individual and Situational Characteristics that
Influence Attitude Change

Compared to attitudes formed under the peripheral route, attitudes formed

under the central route tend to be:

ü stronger
ü more resistant to counter-persuasion attempts
ü more accessible from memory, and
ü more predictive of behaviors
 Individual and Situational Characteristics that
Influence Attitude Change
• Consumer resistance to persuasion

ü Consumers are not passive to persuasion attempts

ü Consumers are often skeptical and resist persuasion

ü Consumers frequently infer an advertiser’s intent and respond in light of

that presumed selling intent (attribute theory).

Ø What should brands do?

• Resisting brand attacks:

ü Discrediting the source as unreliable

ü Discounting the importance of the issue

ü Containing negative information so it does not spill over the entire brand

Ø What should brands do?

 Communication Characteristics that Influence
Attitude Formation and Change
Three types of communication characteristics:

1. Source characteristics

Ø Represents “who” delivers the message

2. Appeal characteristics

Ø Represents “how” the message is communicated

3. Message structure characteristics

Ø Represents “how” the message is presented

 Communication Characteristics that
Influence Attitude Formation and Change
Source Characteristics
1. Source Credibility
• Persuasion is easier when the target
market views the message source
as highly credible
2. Celebrity Sources
• Celebrity sources can be effective
in enhancing attention, attitude
toward the ad, trustworthiness,
expertise, aspirational aspects, and
meaning transfer
3. Sponsorship
• Sponsorships often work in much
the same manner as using a
celebrity endorser
Communication Characteristics that Influence
Attitude Formation and Change
Appeal Characteristics

1. Fear appeals
2. Humorous appeals
3. Comparative ads
4. Emotional appeals
5. Value-expressive versus utilitarian appeals
Which Appeal?
Which Appeal?
Which Appeal?
Which Appeal?
Which Appeal?
Communication Characteristics that Influence
Attitude Formation and Change
Message Structure Characteristics
Nonverbal Components
• Nonverbal components can influence attitudes through affect,
cognition, or both.

• Emotional ads often rely primarily or exclusively on nonverbal

content to drive emotional responses. These can include:
Ø pictures
Ø music
Ø surrealism

Comfort Ads:
https://www.youtube.com/watch?v=KND9NCEkgTs
 Reminder

• No new chapters on Monday 27/2 (chapter presentation will be on

Sunday 5/3)
• Each group to present the first and second parts of assignment 3 on
Monday 27/2