Motivation,personality and emotion Lecture overview What is

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Motivation,personality and emotion
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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

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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
• Emotions
• Strong, relatively uncontrollable feelings that
  affect behaviour

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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

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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

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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

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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

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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

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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

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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

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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

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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

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Personality

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

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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

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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

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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

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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

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Types of emotions

• Plutchik
• Fear
• Anger
• Joy
• Sadness
• Acceptance
• Disgust
• Expectancy
• surprise

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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
• Emotion in advertising
• Emotional content of advertisements enhances
  their attention-attraction and attention-maintenan
  ce capabilities
• Positive-emotion-eliciting advertisements may
  increase brand preference (through classical
  conditioning)

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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 motivation-research
  techniques

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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

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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

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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