Consumer Behavior
Chapter 10
Motivation, Personality, and Emotion
Consumer Behavior, 13th edition by Hawkins, Mothersbaugh and Best
Learning Objectives
10-2
The Nature of Motivation
Motivation is the reason for behavior.
A motive is a construct representing an unobservable inner force that
stimulates and compels a behavioral response and provides specific
direction to that response.
10-3
The Nature of Motivation
Two useful motivation theories:
1. Maslow’s Hierarchy of Needs
• A macro theory designed to account for most human
behavior in general terms.
2. McGuire’s Psychological Motives
• A fairly detailed set of motives used to account for
specific aspects of consumer behavior.
Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of Needs
McGuire’s Psychological Motives
1. Is the mode of motivation cognitive or affective?
2. Is the motive focused on preservation of the status quo
or on growth?
3. Is this behavior actively initiated or in response to the
environment?
4. Does this behavior help the individual achieve a new
internal or a new external relationship to the
environment?
McGuire’s Psychological Motives
1. Cognitive Preservation Motives
Need for Consistency
(active, internal)
Need for Attribution
(active, external)
Attribution Theory
Need to Categorize
(passive, internal)
Need for Objectification
(passive, external)
McGuire’s Psychological Motives
2. Cognitive Growth Motives
Need for Autonomy (active, internal)
Need for Stimulation (active, external)
Teleological Need (passive, internal)
Utilitarian Need (passive, external)
McGuire’s Psychological Motives
3. Affective Preservation Motives
Need for Tension Reduction
(active, internal)
Need for Expression
(active, external)
Need for Ego Defense
(passive, internal)
Need for Reinforcement
(passive, external)
McGuire’s Psychological Motives
4. Affective Growth Motives
Need for Assertion
(active, internal)
Need for Affiliation
(active, external)
Need for Identification
(passive, internal)
Need for Modeling
(passive, external)
Motivation Theory and Marketing Strategy
Latent and Manifest Motives in a Purchase Situation
Motivation Theory and Marketing Strategy
Marketing Strategies Based on Motivation Conflict
Three types of motivational conflict:
1. Approach-Approach Motivational Conflict
• A choice between two attractive alternatives
2. Approach-Avoidance Motivational Conflict
• A choice with both positive and negative
consequences
3. Avoidance-Avoidance Motivational Conflict
• A choice involving only undesirable outcomes
10-14
Motivation Theory and Marketing Strategy
‘Ownership’ Strategy: Inviting the audience to be part of the campaign,
so they own it as their own (endowment effect)
e.g. ”Share a Coke” campaign
10-15
Motivation Theory and Marketing Strategy
‘Utility’ Strategy: Advertising as a service – advertising that adds value
by helping people achieve their goals (value = ability to meet my goal/cost
(money, time, effort).
10-16
Motivation Theory and Marketing Strategy
‘Modelling’ Strategy: Using aspirational high-profile personalities –
celebrities and experts – to inspire or inform behaviour. e.g. George
Clooney Nespresso campaign
10-17
Personality
Personality is an individual’s
characteristic response
tendencies across similar
situations.
Personality
1. Multitrait Approach
• The Five-Factor Model is the most commonly used by
marketers and identifies five basic traits that are
formed by genetics and early learning.
2. Single Trait Approach
• Consumer Ethnocentrism
• Need for Cognition
• Consumers’ Need for Uniqueness
Personality
The Five-Factor Model of Personality
Personality
Three additional traits:
1. Consumer Ethnocentrism
- reflects an individual difference in consumers’ propensity to
be biased against the purchase of foreign products
2. Need for Cognition (NFC)
- reflects an individual difference in consumers’ propensity to
engage in and enjoy thinking
3. Consumers’ Need for Uniqueness
- reflects an individual difference in consumers’ propensity to
pursue differentness relative to others through the
acquisition, utilization, and disposition of consumer goods
10-21
The Use of Personality in Marketing Practice
Dimensions of Brand Personality
Dimensions of Brand Personalities
The Use of Personality in Marketing Practice
Communicating Brand Personality
Three important advertising tactics:
1. Celebrity Endorsers
2. User Imagery
3. Executional Factors
10-24
Emotion
Emotions are strong, relatively
uncontrolled feelings that
affect behavior.
Emotions are strongly linked to
needs, motivation, and
personality.
10-26
The Nature of Emotion
10-27
Emotion
Dimensions of Emotion
Ø Pleasure
Ø Arousal
Ø Dominance
10-28
10-29
Emotion in Advertising
• Capture attention
• Enhance the retention of
advertising messages
• Humanize the brand and associate
feelings with it
10-30