Consumer Behavior J. Schreiber

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Consumer BehaviorJ. Schreiber

• Chapter Ten (Hawkins)
• Motivation, Personality Emotion

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Intro Case New Zealand Global Branding

• Key Steps

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Motivation - Defn

• Motivation is a construct representing an
  ________________ force that stimulates and
  compels a behavioral response and
  ___________________________to that response.
• Marketing Managers need to understand what
  motivates consumers____________________.
• Theories on Motivation
• Maslows Hierarchy of Needs
• McGuires Psychological Motives

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Maslows Hierarchy of Needs

• Based on four premises
• All humans acquire __________________ through
  genetic endowment and social interaction.
• Some motives are more _____________ than others.
• The ______________________ must be satisfied to a
  minimum level before other motives are activated.
• As the basic motives become satisfied,
  __________________________ come into play.

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McGuires Psychological Motives

• is a _______________________ used to account
  for specific aspects of CB.
• Four Major Categories of Motives
• Each Major Group is further subdivided.

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McGuires Psychological Motives

• Four Major Groups of Motives
• (1) Cognitive Preservation
• Need for Consistency (active, internal)
• Need for Attribution (active, external)
• Need to Categorize (passive, internal)
• Need for Objectification (passive, external)

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McGuires Psychological Motives

• Four Major Groups of Motives
• (2) Cognitive Growth
• Need for Autonomy (active, internal)
• Need for Stimulation (active, external)
• Teleological Need (passive, internal)
• Utilitarian Need (passive, external)

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McGuires Psychological Motives

• Four Major Groups of Motives
• (3) Affective Preservation
• Need for Tension Reduction (active, internal)
• Need for Expression (active, external)
• Need to Ego Defense (passive, internal)
• Need for Reinforcement (passive, external)

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McGuires Psychological Motives

• Four Major Groups of Motives
• (4) Affective Growth
• Need for Assertions (active, internal)
• Need for Affiliation (active, external)
• Need for Identification (passive, internal)
• Need for Modeling (passive, external)

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Motivation Marketing Strategy

• Consumers do not buy products instead they buy
  _______________ or ______________.
• Managers must discover the motives their
  products/brands can satisfy ____________________
  ____ around these.

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Motivation Research

• _______________ are known and freely admitted.
• _______________ are either unknown to the
  consumer or are such that s/he is reluctant to
  admit to them.
• Freud
• Psychoanalytic theory consumers cannot always
  tell you ___________________________
• Motives are often at a ____________________
• Developed many strategies to get to these

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Probing the Minds of Consumers

• In-Depth Interviews
• Projective Techniques
• Association Tests
• Focus Groups

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Personality - Defn

• Personality is an individuals characteristic
  __________________ across similar situations.
• ___________ are energizing and directing forces
  that makes CB purposeful and goal directed.
• ___________ guides and directs the behavior
  chosen to accomplish goals in different
  situations.

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Personality Theory

• ______________ examine personality as an
  individual difference.
• This allows marketers to _________ consumers on
  these differences.
• Trait theories assume
• All individuals have _______________
  (characteristics) related to action tendencies.
• We all different in consistent and measurable
  ways on _____________ of those traits.

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Measuring Personality

• Multi-trait approach
• Measuring the whole personality
• E.g., Big Five (OCEAN dimensions)

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Measuring Personality

• Single-trait approach
• Doesnt deny there are _______________
• Chose to _____________________ personality most
  relevant to a particular situation
• Examples
• Materialism
• Compulsive Buying
• Consumer Ethnocentrism
• Sensation Seeking
• Need for Cognition

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Brand Personality

• Brand personality - a set of human
  characteristics _______________________ and are a
  particular type of image that some brands
  acquire.
• Communicating Brand Personality (three tactics)
• Celebrity Endorsers
• User Imagery
• Executional Factors

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Communicating Brand Personality

• Celebrity endorsers are often a useful way to
  __________________.
• Characteristics and meaning of the celebrity
  can _______________.

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Communicating Brand Personality

• User imagery show a ____________ along w/
  images of activities they engage in while using
  the brand.
• User imagery - helps define who the typical
  user is in terms of their _____________________.

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Communicating Brand Personality

• Executional factors go beyond the core message to
  include ___________________, such as the
• tone of the ad (serious vs. quirky)
• appeal used (fear vs. humor)
• logo and typeface characteristics (scripted font
  may signal sophistication)
• pace of the ad
• media outlet chosen

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Emotions - Defn

• Emotions are strong, relatively uncontrolled
  feelings that affect behavior.
• I will use Emotion and _______ interchangeably
• They are strongly linked to needs, motivation,
  and personality.
• Unmet needs create __________ which is related to
  the arousal component of emotion.
• ___________ also plays a role, e.g., some people
  are more emotional than others, a consumer trait
  referred to as affect intensity.

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Emotions Marketing Strategy

• Marketers have always used emotions to guide the
  following on an intuitive level
• However, deliberate, systematic study of the
  relevance of emotions in marketing strategy is
  _________________.

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Emotions Marketing Strategy

• Emotion Arousal as a Product Benefit
• Consumers actively seek products whose
  ________________________ is emotion arousal.
• Emotion Reduction as a Product Benefit
• Marketers design or position many products to
  __________________ the arousal of unpleasant
  emotions.

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Emotions in Advertising

• _______________ in ads can enhance attention,
  attraction, and maintenance capabilities.
• Emotional messages may be processed more
  thoroughly due to their ______________________.
• Emotional ads may enhance _____________ itself.
• Repeated exposure to positive-emotion-eliciting
  ads may ______________________ through classical
  conditioning.
• Emotion may operate via high-involvement
  processes especially if ______________________.