Chapter 3 Learning

Objectives
3.1 To understand the dynamics of motives,
needs, and goals and how they shape
consumer behavior.
3.2 To understand motivation theories and
their applications to consumer behavior.
3.3 To understand how to identify and
measure motives.
3.4 To understand the scope of personality
and theories of its development.

Chapter 3 Learning Objectives

3.5 To understand how innovativeness and
other personality traits influence consumer
behavior.
3.6 To understand the personification of
products and brands and its strategic
applications.
3.7 To understand self-image and its impact
on consumer behavior.

Consumer Behaviour

Consumer motivation &

Personality

Consumer Motivation &

Personality
Needs -- want require---drive motivational forces
Personalityinner psycological Characteristics

makes an individuals character. Also associated with

a Brand.

Brand Personification giving human

characteristics to a Brand warm, soft, exciting

Brand Personality attribute traits to a brand

Anthropomorphisim attribute human characteristics

to non human

Application 1
Power of Virtual Digital Brand Personality
Brands attempting to build virtual self concept
around the Brand
TVS Scooty used Celebrities to convey
Self-concept of independence & self reliance.

Target segment youngsters may like to experience a

difference self on the virtual domain.
Challenge for Brand is to Balance Actual with Virtual
personality
Mercedes in India- Percieved as sporty , innovative,
dynamic Brand
Associates with:Golf tournaments, wine tasting, events
with Fashion Designers------reinforce this association.

Association : Self Esteem

& independence

Association : Individuality
& Autonomy

Association Self Esteem &

Affiliation with group

Association : Exhibitionism &

Self Esteem

Application 2 Values Traits &Brand

Self

Concepts & Values---important for

Indian Marketers

1.

Conservative Lady

buys gold- investment &impress others about

her status at weddings.

2.

Middle Class Working Woman may prefer Gold Plus jewellery to show
like her collegues she too has affordable style

3.

Working Executive Woman

may prefer Tanishq to express her

uniqueness
4.

Socialite Expresses her individuality & superiority by wearing Tiffany

jewellery

The 4 consumers have a self concept associated with the

value of accomplishment
(Translatedassociation with possession of respective Brand)
5.

Opening example: Brand

personification

Brand personification occurs when consumers

attribute human traits or characteristics to a
brand. A brand personality provides an
emotional identity for a brand, which produces
sentiments and feelings toward the brand
among consumers. Brand personification is a
form of anthropomorphism, which refers to
attributing human characteristics to something
that is not human.
Eg ZOOZOOs
Mr. Clean is one of Americas most beloved and instantly recognized
persons. The brand and mascot are owned by Procter and Gamble and
used for positioning and marketing cleaning solutions and related items.
The mascot was introduced in the 1950s, quickly became a best seller, and
his product line now includes bathroom cleaners, a magic eraser,
multisurface liquids and sprays, cleaning tools, and Pro items for heavy
and outdoor cleaning.

Learning Objective 3.1

3.1 To understand the dynamics of motives,
needs, and goals and how they shape
consumer behavior.

Motivation is the driving force that impels

people to act. It represents the reasons one
has for acting or behaving in a particular way.
Needs are circumstances or things that that
are wanted or required, and they direct the
motivational forces.
Motivation drives consumers to buy and is
triggered by psychological tension caused by
unfulfilled needs.
Goals are the sought-after results of
motivated behavior, and all human behavior
is goal oriented.

The Motivation Process

The Motivation Process

Individuals strive both consciously & subconsciously to
reduce tension created by unfulfilled needs through
selecting goals and subsequent behavior that they
anticipate will fulfill their needs and thus relieve them of the
tension they feel.

Whether gratification is actually achieved depends on the

course of action pursued.

Personality characteristics guide the goals that people

set
and
the courses of action they take to.

Needs and Goals

Needs
Physiological
Psychological

Goals
Generic
Product-specific

Physiological needs are innate (biogenic, primary) &

fulfilling them sustains biological existence. Includes the
need for food, water, air, protection of the body ie ., clothing
and shelter), and sex.
Psychological needs are learned from our parents, social
environment, and interactions with others. They include the
needs for self-esteem, prestige, affection, power, learning, &
achievement.
Goals are the sought-after results of motivated behavior,
and all human behavior is goal oriented.
1. : Generic goals are outcomes that consumers seek in
order to satisfy physiological and psychological needs.
When a consumer states they want a pair of jeans, they have stated a
generic goal

2. Product-specific goals are outcomes that consumers

seek
by using a given product or service.. When they announce they
really want a pair of Calvin Klein jeans, then they have stated
product-specific goals.

Application: Goals
Discussion
Questions
What is the generic
goal?
What is the productspecific goal?

Motivations: Technology
Use
Motivations of
Bloggers
(1) self-expression
(2) documenting
ones life (i.e.,
keeping a
diary)
(3) identifying
other
influential
bloggers
What motivates you to share information on
Facebook? To blog?

Marketers try to understand the motivations

for social media use because :
1. consumers are spending time on social media
and
2. they listen to other consumers.

1.

2.

The value of bloggers to marketers is

undeniable :
they post their experiences & exposures
to brands online
where many other users or potential
users can hear more about the brands.

Need Arousal and Selecting

Goals
Need Arousal
Selecting Goals

Internal stimuli
Emotional
cognitive processes
External stimuli

Factors
personal experiences
and knowledge
physical capacity
cultural norms and
values
goal accessibility

Approach objects
Avoidance objects

Many promotional messages are cues designed to arouse

consumer needs. Creative marketing messages arouse needs by
stimulating a psychological desire or imbalance in consumers
minds. The goal then becomes to act on the desire, and reduce the
felt imbalance by buying products

Purchase-related goals usually satisfy more than

one need.
for any given need, there are many different &
appropriate goals.
The goals that individuals select depend on those
individuals personal experiences & knowledge,
physical capacity, prevailing cultural norms &
values,
and
the
goals
accessibility
in
individuals physical & social environments.
The goal object has to be both socially acceptable and
physically accessible.
The motivation to select goals can be either positive
or negative. We may feel a driving force toward some
object or condition or a driving force away from some
object or condition.
Positive outcomes that we seek are called approach
objects; negative outcomes we want to prevent are
calledavoidance objects. ( college education)

Examples
Clothes for Modesty,
expression
Social acceptance
Personal needs

Goal deep even Tan

See time in sun
Dermatologist sin
problem
will settle for self
tanning cosmetics
No product option
--- either avoid or
damage skin ( socially

acceptable & Physically

available)

Needs & Goals- what you need to know

Needs and goals are interdependent

( teenager not conscious of social need still joins group
online)

Needs are never fully satisfied

New needs emerge as old ones are satisfied
Success and failure influence goals ( raise

aspirations)

Implication for marketing

Goals reasonably attainable.

Ads not to over promise ( unrealistic expectations and
under delivery)
Gap between consumer expectations & objective
performance
SUBSTITUTE Goals ( diet skimmed milk may become a
preference)
If one cannot afford a BMW , may convince himself

Frustration & Defense

Mechanisms
Frustration is the feeling that results from
failure to achieve a goal,
and defense mechanisms are cognitive and
behavioral ways to handle frustration.

Defense mechanisms are used when

people cannot cope with frustration.
They are often developed to protect
ones ego from feelings of failure
when goals are not achieved.
Perhaps you can identify a time when
you used a defense mechanism when
reacting to a difficult situation.

Defense Mechanisms

Consumer defensive mechanisms.

Aggression

Defense Mechanisms

Which Defense Mechanism is used in

the Ad??

Learning Objective 3.2

3.2 To understand motivation theories and
their applications to consumer behavior.

Psychogenic Needs Applicable to Consumer

Behaviour
Achievement

Murrays List of Psychogenic

Needs
Ambition

Psychogenic Needs: Murray and

Edwards

Maslows Hierarchy of
Needs
Outwardly directed
ego needs- prestige,
reputation, status, &
recognition

Inwardly directed self

acceptance, esteem, success
& personal satisfaction

. Prime motivator is lowest level of needs

available
Also is as an over lap of needs

Evaluation of Maslows
Theory
1.
2.
3.
4.

Says Dissatisfaction, not satisfaction drives behaviour

First five generic cannot be tested emperically
Need hierchy closely bound to American Culture
Research shows non western countries , love, safety, belonging are
at the apex.

Marketing Applications
.

.
.

Readily adaptable to market segmentation, development of

advertising appeals
Consumer goods appeal to all levels & needs share by all
segments
Consumers buy health foods, low fat prdts, medicines to
satisfY Physiological needs
Buy clothes ,personal care & grooming products ( cosmetics,
shaving creams , soaps), - Safety & Security needs
High tech & Luxury prdts- to fulfill ego & esteem needs
Post Graduate, challenging hobbies exotic adventure trips
for self actualization needs

To Which of Maslows Needs Does This Ad Appeal?

Discussion Questions
What are three types of products related to
more then one level of Maslows Hierarchy
of Needs?
For each type of product, consider two
brands.
How do marketers attempt to
differentiate
their
product
from
the
competition?

To answer this question, think of products that

provide safety and shelter but may also vary in
price.
For the second part of this question, you might
want to consider companies that market coats
and jackets. Some will emphasize different needs
than the coat will meet and these unmet needs
will exist in several layers of the hierarchy.

Trio of Needs
Power
Affiliation
Achievement

Which of the
trio of needs
does the ad
appeal to?

The power need is an individuals desire to control his or

her environment. It includes the need to control other
persons and various objects. This need appears to be closely
related to the ego need, in that many individuals
experience increased self-esteem when they exercise power
over objects or people.

The affiliation need is very similar to Maslows social

need and suggests that behavior is strongly influenced by
the desire for friendship, acceptance, and belonging.

Individuals with a strong achievement need often regard

personal accomplishment as an end in itself. They are selfconfident, enjoy taking calculated risks, actively research
their environments, and value feedback, often in the form of
monetary rewards.

The Kaplan ad is designed to appeal to those with a strong

achievement need.

Learning Objective 3.3

3.3 To understand how to identify and
measure motives.

The
Measureme
nt of
Motives
1.

2.

3.

Self
reports
Qualitative
Research
Motivation
al
Research

1. Self-reported measures of motives consist of written

statements which ask respondents to indicate how relevant
each statement is to them.
2. When respondents are unwilling or unable to report their
motives, researchers use qualitative research to
delve into the consumers unconscious or hidden
motivations.
. Many qualitative methods also are termed projective
techniques because they require respondents to interpret
stimuli that do not have clear meanings, based on the
assumption that the subjects will reveal or project
their subconscious, hidden motives into (or onto) the ambiguous
stimuli.
.Table 3.4 provides examples of different qualitative measures of
motives.
3
Motivation research is also qualitative and seeks to tap
into the subconscious by adapting Freuds psychoanalytical
techniques.

2 Qualitative Measures of
Story Telling
Motives

Motivational Research

Dr. Ernest Dichter

Based on Sigmund
Freuds psychoanalytic
theory of personality

Unconscious needs are at

the heart of human
motivation and
personality
Drives are likely to be
biological and sexual

How would an
advertiser use this
information?

Learning Objective 3.4

3.4 To understand the scope of personality
and theories of its development.

PERSONALITY
The inner psychological characteristics (the specific qualities,
attributes, traits, factors, and mannerisms that distinguish one
individual from other individuals) that both determine and reflect
how we think and act.

Facets of Personality
1. Personality reflects individual differences
enables marketers to categorize consumers into different segments )

2. Personality is consistant & enduring

Marketers cannot change personality. Knowing P traits , Mkter may
appeal to the same to convince the consumer

3. Personality may change

under certain circumstances say edu, birth of child, marriage, it
could change)

Theories of Personality
1.

Freudian theoryUnconscious needs drive behaviour

Id, Ego & Super Ego

Neo-Freudian personality theory

Believe Social relationships imp for personality

Alfred Adler- 1 style of life &

2 efforts to over come feelings of inferiority
Karen Horney- impact of child parent relationships
1.
Compliant individuals
2.
Aggressive individuals
3.
Detached individuals
Used by Mkters- for CB personality test developed (CAD theory)

Trait theory
Personality traits- inventories rate high or low on traits
Innovativeness

Warehouse of
primitive urges

Individuals conscious
control

Individuals expression of
societys correct moral
ethical codes

How Does This Marketing Message Apply the

Notion of the Id?

Learning Objective 3.5

3.5 To understand how innovativeness and other
personality traits influence consumer behavior.

Innovativeness

Motivational factors
Levels of innovativeness
Personality

Dogmatism
Social character
Need for uniqueness
Optimum stimulation level (OSL)
Sensation-seeking
Variety and novelty-seeking
Need for Cognition

4 Motivational Factors
1

Other Personality Factors

Visualizers vs.
Verbalizers
Materialism
Ethnocentrism

Is the ad trying to
appeal to visualizers or
verbalizers? Explain.

Verbalizers

Discussion Question
What is the difference between fixated
consumption and compulsive
consumption?

Fixated
1.
2.
3.
Fixated
Spending
A passion
Willingness
consumption
consumers
a
for
lot
toand
invest
of share
time
interest
a and
lot
thein
of
discretionary
following
the
effort
category
in characteristics:
adding
income
of what
to their
searching
they
collections.
collect.
and buying more items for their collections.

Compulsive
is
often
uncontrollable
drug
nd
alcoholism,
addictive
addiction,
has damaging
and
consumption
shopping,
out-of-control
consequences
gambling,
buying
for both the compuls

Learning Objective 3.6

3.6 To understand the personification of
products and brands and its strategic
applications.

Brand Personality
Framework

Learning Objective 3.7

3.7 To understand self-image and its
impact on consumer behavior.

Discussion Questions

How are possessions an extension of the

self?
How do consumers use self-altering
products?
What are the two types of vanity? How
does vanity shape consumption behavior?

Possessions represent an extension of the

self:
1. Actually, by allowing the person to do things that

otherwise would be very difficult or impossible to

accomplish (e.g., problem solving by using a computer).

2. Symbolically, by making the person feel better

(e.g., being considered the best dressed at work).
3. Conferring status or rank, eg, among collectors

of rare works of art because of the ownership of a particular

masterpiece).

4. Feelings of immortality because of leaving

valuable bequests after death.

Consumers use self-altering products to

express their new selves or take on the
appearances of particular types of people (e.g., a
military person, physician, business executive, or professor ).
Researchers discovered two types of vanity:
(1)physical vanity, which is excessive concern with
or inflated view of ones physical appearance;
(2)achievement vanity, which is excessive concern
with or inflated view of ones personal
achievements.
Vain consumers:
(3) a lucrative market for personal care & beauty
products;
(4) welcome promotional messages showing that
they attract others attention;
(5) are receptive to promotional messages featuring
personal achievement.

VALS

http://www.strategicbusinessinsights.com/vals/pr
esurvey.shtml
Reading Material on VALS Discussion on lifestyle
and psychographics segmentation Exercise visit
the website of SRI VALS and students check their
VALS position
(http://www.sricbi.com/VALS/presurvey.shtml)