e r
p t
a
Ch 3
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
The Motivation Process
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 2 of 35
Needs and Goals
• Needs
– Physiological
– Psychological
• Goals
– Generic
– Product-specific
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 3 of 35
1. What motivates you use the
social media?
• Facebook
• Instagram
• LinkedIn
• Whatsapp
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 4 of 35
Need Arousal and Selecting
Goals
Need Arousal Selecting Goals
• Internal stimuli • Factors
• Emotional or cognitive – personal experiences
processes and knowledge
– physical capacity
• External stimuli
– cultural norms and
values
– goal accessibility
• Approach objects
• Avoidance objects
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 5 of 35
Needs and Goals
• Needs and goals are interdependent
• Needs are never fully satisfied
• New needs emerge as old ones are
satisfied
• Success and failure influence goals
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 6 of 35
ed
fi n
e Frustration and Defense
D
Mechanisms
Frustration is the feeling that
results from failure to achieve a
goal, and defense
mechanisms are cognitive and
behavioral ways to handle
frustration.
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 7 of 35
Defense Mechanisms
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 8 of 35
Motivation theories and their
applications to consumer behavior.
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 9 of 35
Psychogenic Needs: Murray and
Edwards
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 10 of 35
Maslow’s Hierarchy of
Needs
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 11 of 35
Discussion Questions
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 12 of 35
Trio of Needs
• Power
• Affiliation
• Achievement
Which of the
trio of needs
does the ad
appeal to?
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 13 of 35
Understand how to identify and measure
motives.
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 14 of 35
The Measurement of
Motives
• Self reports
• Qualitative
Research
• Motivational
Research
• Qualitative research
designed to uncover
consumers’
subconscious or hidden
motivations
• Attempts to discover
underlying feelings,
attitudes, and
emotions
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 15 of 35
The scope of personality and theories of
its development.
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 16 of 35
ed
fi n
e
D Personality
The inner psychological
characteristics (the specific
qualities, attributes, traits,
factors, and mannerisms that
distinguish one individual from
other individuals) that both
determine and reflect how we
think and act.
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 17 of 35
Theories of Personality
• Freudian theory
– Unconscious needs or drives are at the heart of
human motivation
• Neo-Freudian personality theory
– Social relationships are fundamental to the
formation and development of personality
• Trait theory
– Quantitative approach to personality as a set of
psychological traits
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 18 of 35
Innovativeness
• Motivational factors
• Functional
• Hedonic
• Social
• Cognitive
• Levels of innovativeness
• Personality
– Dogmatism
– Social character
– Need for uniqueness
– Optimum stimulation level (OSL)
– Sensation-seeking
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 19 of 35
Other Personality Factors
• Visualizers vs.
Verbalizers
• Materialism
• Ethnocentrism
Is the ad trying to
appeal to
visualizers or
verbalizers?
Explain.
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 20 of 35
Discussion Question
What is the difference between fixated
consumption and compulsive
consumption?
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 21 of 35
Understand the personification of
products and brands and its strategic
applications.
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 22 of 35
Brand Personality
Framework
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Slide 23 of 35