Chapter 10: Motivation, Personality, & Emotion

Front 1

Motivation refers to

Back 1

the process that leads people to behave the way they do. It occurs when a need is aroused

Front 2

The Motivation Process (in order)

Back 2

Unfufilled needs/wants/desires-->Tension-->Drive-->Goal or Need fulfillment (tension reduction is tension & drive)

Front 3

Motivation is

Back 3

the reason for behavior.

Front 4

A motive is

Back 4

why an individual does something.

Front 5

Motive definition

Back 5

Motive is a construct representing an unobservable inner force that stimulates & compels a behavorial response & provides specific direction to that response

Front 6

Need is the same as

Back 6

Motivation

Front 7

When you feel a gap btwn a desired state & your actual current state,

Back 7

a need is recognized & experienced as a drive state referred to as motivation

Front 8

2 kinds of needs

Back 8

Biogenic needs: food, water, air, shelter

Psychogenic needs: Status, power, affiliation

Front 9

Two useful motivation theories:

Back 9

Maslow's Hierarchy of Needs and

McGuire's Psychological Motives

Front 10

Maslow's Hierarchy of Needs

Back 10

A macro theory designed to account for

most human behavior in general terms

Front 11

Maslow's Levels (5)

Back 11

Front 12

Maslow 1st bottom level, products, example

Back 12

Physiological (water sleep food). Medicines, staple items, generics. Quaker Oat Brand: "It's the right thing to do"

Front 13

Maslow 2nd bottom level, products, example

Back 13

Safety (security, shelter, protection). Insurance, alarm systems, retirement, investments. AllState-"You're in good hands with Allstate"

Front 14

Maslow 3rd level middle, products, example

Back 14

Belongingness(love, friendship, acceptance by others). Clothing, grooming products, clubs, drinks. "You're in the Pepsi generation"

Front 15

Maslow 4th top level, products, example

Back 15

Ego Needs (Prestige, Status, Accomplishment). Cars, furniture, credit cards, stores, country clubs, liquors. "What the rich give the wealthy" - scotch brand

Front 16

Maslow 5th top level, products, example

Back 16

Self-Actualization (self-fulfillment, enriching experiences). Hobbies, travel, education. U.S Army "Be all that you can be."

Front 17

Burger Kind ad in Maslow

Back 17

Physio

Front 18

Pepsi " New generation " ad Maslow

Back 18

Belongingness

Front 19

Car ad with Logan and Swat guy: maslow

Back 19

Safety

Front 20

Rolex ad Maslow

Back 20

Ego Needs

Front 21

Nike Winning never Grows Old Maslow:

Back 21

Self Actualization

Front 22

Why people join bicycle club?

I had a heart attack a few years ago,

and I was told by my doctors that I

really needed to step up the amount of

exercise that I get-my life depend on

this club. Need level?

Back 22

Physiological need

Front 23

Why people join bicycle club?

I find that I learn so much from others

in the club. It is really important to me

to keep learning and growing in all

parts of my life-including cycling. Need level?

Back 23

Self-actualization

Front 24

Why people join bicycle club?

I have been cycling for a long time,

and I have become quite accomplished

at it. I wanted to be around other

people who could fully appreciate my

skill level. Need level?

Back 24

Ego needs

Front 25

Why people join bicycle club?

I heard about this club and thought

that it would be a great way to meet

people.

Back 25

Social/Belongingness

Front 26

I used to bike alone, but I had too

many close calls, where a driver didn’t

see me and almost hit me. I decided it

would be smarter to join a club so that I

would be cycling in a large group and

be more visible. Need level?

Back 26

Safety

Front 27

McGuire’s Psychological Motives

Back 27

A fairly detailed set of motives used to
account for specific aspects of consumer
behavior

Front 28

McGuire’s Psychological Motives (4)

Back 28

Need for Achievement

Need for Affiliation

Need for Power

Need for Uniqueness

Front 29

Mcguire:

Need for Achievement

Back 29

Value personal accomplishment
Place a premium on products that
signify success (luxury brands,
technology products)

Front 30

Mcguire:

Need for affiliation

Back 30

Want to be with other people
Focus on products that are
used in groups (alcoholic
beverages, sports bars)

Front 31

Mcguire: Need for power

Back 31

Control one’s environment
Focus on products that allow them
to have mastery over surroundings
(muscle cars, loud boom-boxes)

Front 32

Mcguire: Need for uniqueness

Back 32

Assert one’s individual identity
Enjoy products that focus on their
unique character (perfumes,
clothing)

Front 33

McGuire: United Colors of Benetton Ad

Back 33

Appeal to affiliation need

Front 34

McGuire: Mercedes-Benz ad "She was riding wheels of steel before she had a learner's permit"

Back 34

Need for achievement (important to them are power, accomplishment, and esteem)

Front 35

Personality is

Back 35

a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment.

Front 36

Nature of personality

Back 36

✽ Personality reflects individual
differences
✽ Personality is consistent and
enduring
✽ Personality can change

Front 37

Personality is also an

Back 37

individual's characteristic response tendencies across similar situations.

Front 38

Freudian Theory

Back 38

Id: primitive drives
Super Ego: internal
expression of moral and
ethical codes of conduct
Ego: conscious control

Front 39

Multitrait approach

Back 39

Five-factor model: identifies 5 basic traits formed by genetics & early learning. These core traits interact & manifest themselves in behaviors triggered by situations.

-the most commonly used by marketers

Front 40

Name the 5 traits of the 5 factor Model

Back 40

Extroversion, Instability (Neuroticism), Agreeableness, Openness to experience, Conscientiousness

Front 41

Advatanges of 5factorModel/Multitrait approach

Back 41

the broad picture it allows of the determinants of behavior.

Useful in understanding bargaining + complaining behavior and compulsive shipping. May have validity across cultures.

Front 42

Single-Trait Approach

Back 42

emphasize ONE personality trait as being particularly relevant to understanding a particular set of behaviors.

Front 43

Single Trait Approach Advantage

Back 43

While they do not suggest that other traits don't matter, they study a SINGLE trait for its RELEVANCE to a set of behaviors. (consumption-related behaviors)

Front 44

Single Trait Approach relevance

Back 44

those dealing w/ vanity, trait anxiety, sensation seeking, compulsive buying, materialism, affect intensity, self monitoring.

Front 45

Personality Trait: Consumer Ethnocentrism

Back 45

an individual difference in consumers’
propensity to be biased against the
purchase of foreign products

Front 46

Personality Trait: Need for Cognition (NFC)

Back 46

an individual difference in consumers’
propensity to engage in and enjoy
thinking

Front 47

Use of personality in consumer behavior

Back 47

-sometimes consumers choose products that fit their personality (homer and beer.

-other times, consumers use products to bolster an area of their personality where the feel weak (Bart and a bright car)

Front 48

Brand image

Back 48

what people think of and feel when
they hear or see a brand name.

-However, A particular type of image that some brands acquire is brand personality.

Front 49

Brand personality

Back 49

-a set of human characteristics that
become associated with a brand
-a particular type of image that some
brands acquire

Front 50

Consumers perceive brand personalities in terms of 5 basic dimensions, each with several facets:

Back 50

Sincerity

Excitement

Competence

Sophistication

Ruggedness

Front 51

Communicating brand personality: 1

Back 51

Celebrity Endorsers - Nike & Serena Williams - edgy, individualistic brand

Front 52

Communicating brand personality: 2

Back 52

User Imagery - mountain Dew-features young, active users engaged in fun & exciting activities.

Front 53

Communicating brand personality: 3

Back 53

Executional factors - "how" core of message is communicated. Geico - gecko accent

Front 54

Process of Emotion

Back 54

Emotion--> Drive --> Goal fulfillment

Front 55

Emotion

Back 55

is the identifiable specific
feeling, and affect is the liking/
disliking aspect of the specific
feeling.

Front 56

Emotions are

Back 56

strong, relatively
uncontrolled feelings that affect
behavior.

Front 57

Examples of emotion

Back 57

✽ Lust, love
✽ Greed, envy, jealousy
✽ Hatred, contempt, disdain
✽ Pleasure, happiness, joy
✽ Boredom, sadness, depression
✽ Pain, agony, torment

Front 58

Characteristics of emotion 1

Back 58

✽ They are strongly linked to needs, motivation,
and personality.

Front 59

Characteristics of emotion 2

Back 59

✽ Unmet needs create motivation which is
related to the arousal component of emotion.
y

Front 60

Characteristics of emotion 3

Back 60

✽ Personality also plays a role, e.g., some people
are more emotional than others, a consumer
trait referred to as affect intensity

Front 61

Emotion & Ads

Back 61

Emotional content in ads can enhance
attention. (Google Chrome)
✽ Emotional messages may be processed more thoroughly due to their enhanced level of
arousal.
✽ Emotional ads may enhance liking of the ad
itself.
✽ Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning.(BMW)