chapter 10

Manifest Motive Examples: When a consumer is asked why they purchase J.Crew clothing

" Their clothes are stylish and come in a variety of sizes and colors" "Their clothes are high quality and comfortable." "A number of my friends wear J.Crew Clothes."

Latent Motives example relating to J.Crew

"It will show that I'm sophisticated and trendy." "Its an upscale and urbane brand that will help make me powerful and popular"

excecutional factors include

"tone" of the ad (serious vs quirky) appeal used (fear vs. humor) logo and typeface characteristics (scripted font may signal sophistication ) pace of ad media outlet chosen

dominance

( information on waiting time) example: conflict, guilt, helplessness

pleasure

(emotional appeals) example: duty, faith, pride, affection, innocence

Arousal

(tempo, volume of music) example: interest, hypoactivation, activation, surprise

excitement (dimensions of brand personality)

-daring -spirited -imaginative -Up-to-date

sincerity (dimensions of brand personality)

-down-to earth -honest -wholesome -cheerful

True

-individuals high in NFC engage more effortful processing of persuasive communications, prefer verbal to visual information and are less swayed by the opinions of others

ruggedness (dimensions of brand personality)

-outdoorsy -tough

competence (dimensions of brand personality)

-reliable -intelligent -successful

sophistication (dimensions of brand personality)

-upper class -charming

Maslow's Hierarchy of needs (based on 4 principles)

1. All humans acquire a similar set of motives through genetic endowment and social interaction 2. Some motives are more basic or critical than others 3. The more basic motives must be satisfied to a minimum level b4 other motives r activated 4. As the basic motives become satisfied, more advanced motives come into play

Maslow's Hierarchy of needs

1. Physiological 2. Safety 3. Belongingness 4. Esteem 5. Self-actualization

Marketing Strategies Based on Multiple Motives

1. Product advertising must communicate multiple benefits 2. Direct appeals are often effective for manifest motives 3. Indirect appeals are frequently used for latent motives

3 Important advertising tactics

1. celebrity endorsers 2. User Imagery 3. Executional factors

dimensions of brand personality include :

1. sincerity 2.excitement 3. competence 4.sophistication 5.ruggedness

Types of Emotions (PAD)

1.Pleasure 2.Arousal 3.Dominance

Physiological Product Theme Examples

BAND-AID: "Blister proof your feet" Quaker Oats: Eating oatmeal is good for your heart NordicTrack:" Only Nordic Track gives you a total body workout

esteem theme examples

BMW. "The Ultimate Driving Machine" Sheaffer: " Your hand should look as contemporary as the rest of you."

esteem product examples

Clothing, furniture, liquors, hobbies, stores, cars

single trait approach includes:

Consumer Ethnocentrism Need for Cognition Consumers Need for Uniqueness

esteem

Desire 4 status, superiority, self-respect, and prestige are examples of esteem needs. These needs relate 2 individual feelings of usefulness and accomplishment.

Physiological

Food, water, sleep, and to an extent sex.

self-actualization theme examples

Gatorade: "Is it in you?" Outward bound school: "Minds in Motion"

Physiological Product Examples

Health foods, medicines, sport drinks, low-cholesterol foods, and exercise equipment

marketing strategies based on the indirect appeal to latent motives

J. Crew's website uses font, white space, designer collections, and so forth, to indirectly suggest its upscale and trendy nature. This is a indirect appeal to latent motives.

example of marketing strategies based on the direct appeal to manifest motives

J.Crew's website provides 100's of thumbnails of its many different products by category so that consumers can visually evaluate its products in term of style, color, and quality.

executional factors examples

Media: Hush puppies placed ads in fashion magazines such as W and Instyle to establish a more hip, fashionable personality. Logo: Reebok changing their logo to Rbk to gain attention of youth culture

user imagery example

Mountain Dew- features young, active users engaged in fun & exciting activities. Hush puppies- features "hip young people in a wooded setting"

true

NFC is used in marketing communications. In addition, research linking NFC to demographic characteristics such as gender (i.e. women are generally higher in NFC) which helps to make this personality factor more actionable in terms of media targeting

example of celebrity endorsers

Nike and Serena Williams-edgy, individualistic brand. Revlon- Halle Berry- sexy, confident brand.

belongingness theme examples

Olive Garden Restaurants. When you're here, you're family. Tums. You are important. You are loved. You should take calcium

examples of projective techniques

Oreo used projective techniques and was surprised to find that many regarded Oreo as almost magical. As a result, "Unlocking the Magic of Oreo" became a campaign theme.

Safety

Seeking physical safety and security, stability, familiar surroundings, and so forth are manifestations of safety needs.

safety product themes

Sleep safe "we've designed a travel alarm that just might wake you in the middle of the night-because a fire is sending smoke into your room. You see ours is a smoke alarm as well as an alarm clock.

self-actualization

This involves the desire for self-fulfillment, to become all that one is capable of becoming.

projective techniques

are designed to provide information on latent motives. 1 example is the 3rd person technique whereby consumers provide reasons why "other people" might buy a certain brand

celebrity endorsers

are often a useful way to personify a brand since the characteristics and meanings of the celebrity can be transferred to the brand.

latent motives

are unknown to the consumer or were such that he or she was reluctant to admit them. -latent motives are disguised -unguarded (natural) response - Unconscious Projection - word association - sentence completion - story completion - Mason Haire Techniques

example of consumer ethnocentrism

as a consequence of high ethnocentrism Lexington furniture is tapping into pro-american sentiments by actively promoting the "Made in America" status of its Bob Timberlake line to retailers and consumers.

true

consumers high in NFC are more likely to respond to ads rich in product-related information

true

consumers high in ethnocentrism tend 2 b less open to other cultures, more conservative and more likely to reject foreign made products

true

consumers low in NFC are more likely to be attracted to background peripheral aspects of an ad

true

consumers low in ethnocentrism tend to be more open to other cultures, less conservative, and more open to to purchasing foreign made products

true

determining latent motives are more complex

self-actualization product examples

education, hobbies, sports, some vacations, gourmet foods, museums

single trait approach defenition

emphasize 1 personality trait as being particularly relevant to understanding a particular set of behaviors . They do not suggest dat other traits are nonexistent or unimportant. Rather they study a single trait for its relevance to a set of behaviors, in our case consumption related behaviors.

executional factors

go beyond the core message to include "how" it is communicated.

user imagery

involves showing a typical user along with images of the types of activities they engage in while using the brand. Helps define who the typical user is in terms of his or her traits, activities, and emotions. The emotion and tone of the brand can transfer to the brand

brand personality

is a set of human characteristics that become associated with a brand and are a particular type of image that some brands acquire.

brand image

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

Discovering purchasing motives include:

manifest latent

belongingness

motives such as a desire for love, friendship, affiliation, and group acceptance

manifest motives

motives that are known to the consumer and freely admitted to the researchers. - are relatively easy to determine. - Direct question such as Why do you purchase J.Crew clothing will generally produce reasonably accurate assessments of manifest motives - disguised questioning( conscious projection) - 3rd person Mason Haire Technique

belongingness product examples

personal grooming, foods, entertainment, clothing, and many others.

consumer ethnocentrism

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

Need for Cognition (NFC)

reflects on individual difference in consumer's propensity to engage and enjoy thinking

safety product examples

smoke detectors, preventive medicines, insurance, retirement investments, seat belts, burglar alarms, and sunscreen.