Motivation is the energizing force that activates behavior and
provides purpose and direction to that behavior. Personality
reflects the relatively stable behavioral tendencies that
individuals display across a variety of situations. Emotions are
strong, relatively uncontrollable feelings that affect our
behavior.
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The Nature of Motivation Motivation Motivation
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The Nature of Motivation Two useful motivation theories Two
useful motivation theories: 1) Maslows Hierarchy of Needs A macro
theory designed to account for most human behavior in general
terms. 2) McGuires Psychological Motives A fairly detailed set of
motives used to account for specific aspects of consumer
behavior.
McGuires 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)
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McGuires Psychological Motives 2. Cognitive Growth Motives 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 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)
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McGuires 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)
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iPhone
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Discovering Purchase Motives Hedonic Shopping Motives 1)
Adventure Shopping Social Shopping Gratification Shopping Idea
Shopping Role Shopping Value Shopping
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Marketing Strategies Based on Motivation Conflict
Approach-Approach Motivational Conflict 1) Approach-Approach
Motivational Conflict
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Marketing Strategies Based on Motivation Conflict
Approach-Avoidance Motivational Conflict 2) Approach-Avoidance
Motivational Conflict
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Marketing Strategies Based on Motivation Conflict
Avoidance-Avoidance Motivational Conflict 3) Avoidance-Avoidance
Motivational Conflict
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Motivation and Consumer Involvement Involvement
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Personality Personality
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Multitrait Approach The Five-Factor Model of Personality The
Five-Factor Model of Personality
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Single Trait Approach Consumer Ethnocentrism Consumer
Ethnocentrism Need for Cognition Need for Cognition Consumers Need
for Uniqueness Consumers Need for Uniqueness
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The Use of Personality in Marketing Practice Other times,
consumers use products to bolster an area of their personality
where they feel weak. Sometimes consumers choose products that fit
their personality.
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The Use of Personality in Marketing Practice Brand image Brand
image Brand personality Brand personality
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Dimensions of Brand Personality
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Communicating Brand Personality Three important advertising
tactics: Three important advertising tactics: 1) Celebrity
Endorsers 7-11 CITY CAF 7-11 CITY CAF
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Communicating Brand Personality User Imagery 2) User Imagery
Levis
