Motivation, Personality, and Emotion

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Motivation, Personality, and Emotion

• Dr. John T. Drea
• Associate Professor of Marketing
• Western Illinois University

2
Basic Terms

• Motivation is the reason for behavior.
• It is the why of CB.
• Understanding why is useful to explain and
  predict behavior.
• Motive
• a construct representing an unobservable inner
  force that stimulates and compels a behavioral
  response and provides specific direction to that
  response

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Maslows Hierarchy of Needs

• From lowest to highest
• Physiological
• Food, water, sleep, sex
• Safety
• Physical safety and security, familiar
  surroundings
• Belongingness
• Love, friendship, group acceptance
• Esteem
• Status, superiority, self-respect
• Self-actualization
• Becoming all that one is capable of becoming

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McGuires Psychological Motives (selected)

• Need for Consistency
• Do all aspects of the field fit together?
• Do consumers experience cognitive dissonance?
• Need to Attribute Causation
• Attribution theory
• Need to Categorize
• Helps us to organize our environment
• Need for Self-expression
• Need to let others know who we are
• Need for Ego-Defense
• Defending our identities, protecting our sense of
  who we are

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McGuires Psychological Motives (selected)

• Need for Reinforcement
• Anticipation of a reward
• Need for Affiliation
• Need to bond with others around you
• Question How could you address one or more of
  these motives in an advertising campaign for
• Recruiting members to a fraternity/sorority?
• Selling a personal computer?

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Strategies Based on Motivation Conflict

• Approach-Approach
• Choosing between two attractive alternatives
• Make your alternative more attractive/ increase
  transaction utility.
• Approach-Avoidance
• A purchase choice faces both positives and
  negatives
• Minimize negatives, accent positives
• Avoidance-Avoidance
• A purchase choice involving only negative
  outcomes (fix car and spend money, or dont fix
  and risk breakdown)

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Emotions and Marketing

• Emotions
• are subjective
• are triggered by environmental events
• are accompanied by physiological changes
• are usually linked with cognitive thought
• Emotional appeals are common for
• low involvement purchase situations
• increasing the benefit package to consumers
  (e.g., going to Disney World, feel more happy
  with flowers)
• enhance attention attraction
• may be more easily recalled
• can be used in classical conditioning and affect
  transfer