Motivation,personality and emotion

Lecture overview

What is motivation? How can we explain motivation? How do marketers appeal to consumers motives? What are the theories of personality? What is the link to marketing strategy?

Motivation Personality emotions

Definitions

Motivation:

Energising force that activates behaviour and provides purpose and direction to behaviour

Personality:

Reflects the common responses that individuals make to a variety of recurring situations Strong, relatively uncontrollable feelings that affect behaviour

Emotions:

Nature of motivation

Is the reason for behaviour Represents an unobservable, inner force that stimulates and compels a behavioural response and provides specific direction for that response A motive is why an individual does something

Theories of motivation

Maslows hierarchy of needs:

A macro theory designed to account for behaviour in general terms

McGuires psychological motives:

Uses a fairly detailed set of motives to account for a limited range of consumer behaviour

Maslows hierarchy of needs

Underpinning assumptions:

Humans acquire a similar set of motives through genetic endowment and social interaction Some motives are more basic than others The more basic motives must be satisfied to a minimum level before other motives are activated As the basic motives become satisfied, more advanced motives activate

Hierarchy of needs

5. Self-actualising: desire for fulfillment 4. Esteem: desire for status, superiority, self respect. Relate to individuals feelings of usefulness and accomplishment 3. Belongingness: reflected in desire for love, friendship, affiliation, accomplishment 2. Safety: seeking physical safety and security, familiar surroundings etc. 1. Physiological: food, water, sleep

McGuires Psychological motives

Internal, non-social motives:

Consistency: desire to have all facets of oneself consistent with each other Attribute causation: to determine who or what causes the things that happen to us Categorise: we need to be able to categorise/organise information and experiences in some meaningful/manageable way

Internal, non-social motives (cont)

Cues: or observable symbols to enable consumers to infer what is felt and known Independence: for feelings of control & self-governance Novelty: for variety

External, social motives

Self-expression: to express ones identity to others Ego-defence: to protect ones self-concept Assertion: to engage in those activities which will increase self-esteem Reinforcement: people act in a certain way because they are rewarded for it Affiliation: to develop mutually helpful and satisfying relationships, share & be accepted Modeling: to base behaviour on that of others

Motivation theory and marketing

Consumers buy motive satisfaction or problem resolution Marketing managers must discover the motives that their products and brands can satisfy and develop marketing mix around these motives Marketing strategy must speak to manifest and latent motives

Motivational conflict

The resolution of motivational conflict often affects consumption patterns:

Approach-approach motivational conflict: consumer faces choices between two attractive alternatives Approach-avoidance conflict: the consumer faces both positive and negative consequences with purchase of a product Avoidance-avoidance conflict: consumer faces two unattractive options

Personality

Guides and directs behaviour Encompasses those relatively longlasting qualities that allow consumers to respond to world around them Marketers use personality characteristics of consumers to structure marketing strategies

Individual personality theories

All individuals have internal characteristics or traits For these characteristics, there are consistent and measurable differences between individuals Environment or situations are not considered in these theories

Social learning theories

Emphasise the environment as the important determinant of behaviour Systematic differences in situations, in stimuli or social settings are of major interest, not differences in traits, needs or other individual properties Social theorists classify situations These theories deal with ways people learn to respond to the environment and the patterns of responses they learn

Use of personality in marketing

Products have their own brand personality People assign personalities to brands based on:

Characteristics of product category Brands features Packaging Advertising

Consumers will tend to purchase the product with the personality that closely matches their own, or that strengthens an area in which they feel weak

Emotion

Strong, relatively uncontrolled feelings that affect our behaviour Are generally triggered by environmental events, although internal processes (imagery) can trigger emotions Are accompanied by physiological changes Emotions are generally accompanied by thinking, and have associated behaviours, and involve subjective feelings

Types of emotions

Plutchik:

Fear Anger Joy Sadness Acceptance Disgust Expectancy surprise

Emotions and marketing strategy

Marketers use emotions to guide product positioning, sales presentations and advertising:

Emotion arousal as a product benefit Emotion reduction as a product benefit Emotional content of advertisements enhances their attention-attraction and attentionmaintenance capabilities Positive-emotion-eliciting advertisements may increase brand preference (through classical conditioning)

Emotion in advertising:

Summary

Consumer motivations are energising forces that activate behaviour and make it purposeful and directed Consumer motivations are highly situation specific It is necessary to understand what motives and behaviours are influenced by specific situations Consumers have manifest and latent motives, which can be determined by motivationresearch techniques

Summary (cont)

Because of the large number of motivations, motivational conflict can occur The personality of the consumer guides and directs the behaviour chosen for accomplishing goals in different situations There are 2 basic approaches to understanding personality:

Individual personality theories Social learning theories

Summary(cont)

Brands have personalities Consumers tend to prefer products with personalities that are pleasing to them Consumers prefer advertising messages that portray their own personality or a desired one Marketers design and position products to both arouse and reduce emotions Advertisements include emotion-arousing material to increase attention, degree of processing, remembering and brand preference

Discovering motives

Manifest motives: consumers recognise and will share these motives Latent motives: consumers are unaware of these motives, or reluctant to admit them Association techniques Completion techniques Construction techniques