Chapter 10

Discuss how brand personality can be used in developing marketing strategies

Brands, like individuals, have personalities, and consumers tend to prefer products with brand personalities that are pleasing to them. Consumers also prefer adverting messages that portray their own or desired personality. Brand personality can be communicated in a number of ways, including celebrity endorsers, user imagery, and execution ad elements such as tone and pace.

Define motivation and summarize the motivation sets put forth by Maslow and McGuire

Consumer motivations are energizing forces that activate behavior and provide purpose and direction to that behavior. There are numerous motivation theories. Maslow's need hierarchy states that basic motives must be minimally satisfied before more advanced motives are activated. It proposes five levels of motivation: 1) physiological 2) safety 3) belongingness 4) esteem 5) self-actualization McGuire developed a more detailed set of motives. The need for: - consistency - attribution - categorization - objectification - autonomy - stimulation - desired outcomes (teleological) - utility - tension reduction - expression - ego defense - reinforcement - assertion - affiliation - identification - modeling

Articulate motivation's role in consumer behavior and marketing strategy

Consumers are often aware of and will admit to the motives causing their behaviors. These are manifest motives. They can be discovered by standard marketing research techniques such as direct questioning. Direct advertising appeals can be made to these motives. At other times, consumers are unable or unwilling to admit to the motives influencing them. These are latent motives. They can be determined by motivation research techniques such as word association, sentence completion, and picture response. Although direct advertising appeals can be used, indirect appeals are often necessary. Both manifest and latent motives are operative in many purchase situations. Involvement is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting. Consumer needs play a strong role in shaping involvement, and marketers must adapt their strategies depending on the level (high vs low) and type (enduring vs situational) of involvement exhibited by their target audience. Because of the large number of motives and the many different situations that consumers face, motivational conflict can occur. In an approach-approach conflict, the consumer faces a choice between two attractive alternatives. In an approach-avoidance conflict, the consumer faces both positive and negative consequences in the purchase of a particular product. In an avoidance-avoidance conflict, the consumer faces two undesirable alternatives. Regulatory focus theory suggests that consumers react differently depending on whether promotion-focused or prevention-focused motives are most salient. When promotion-focused motives are more salient, consumers seek to gain positive outcomes, think in more abstract terms, make decisions based more on affect and emotion, and prefer speed versus accuracy in their decision making. When prevention-focused motives are more salient, consumers seek to avoid negative outcomes, think in more concrete terms, make decisions based on factual substantive information, and prefer accuracy over speed in their decision making. Which motive set is more salient can depend on individual and situational factors and has numerous marketing implications.

Define emotions and list the major emotional dimensions

Emotions are strong, relatively uncontrollable feelings that affect our behavior. Emotions occur when environmental events or out mental processes trigger physiological changes such as increased heart rate. These changes are interpreted as specific emotions resulting from the situations. They affect consumers' thoughts and behaviors. The major dimensions of emotion are pleasure, arousal, and dominance. Each of these major dimensions has specific emotions and feelings associated with it.

Discuss how emotions can be used in developing marketing strategies

Marketers design and position products to both arouse and reduce emotions. In addition, consumers must cope with stressful marketing situations, such as service and product failures. The various coping mechanisms can be beneficial or detrimental to the firm depending on various factors and require that marketers consider not only their responses to failure but also service-setting design to reduce consumer stressors. Advertisements include emotion-arousing material to increase attention, degree of processing, remembering, and brand preference through classical conditioning or direct evaluation.

Define personality and the various theories of personality

The personality of a consumer guides and directs the behavior chosen to accomplish goals in different situations. Trait theories of personality assume that 1) all individuals have internal characteristics or traits related to action tendencies 2) there are consistent and measurable differences between individuals on those characteristics Most of these theories assume that traits are formed at an early age and are relatively unchanging over the years. Multi-trait theories attempt to capture a significant portion of a consumer's total personality using a set of personality attributes. The Five-Factor Model of personality is the most widely used multi-trait approach. Single-trait theories focus on one aspect of personality in an attempt to to understand a limited part of consumer behavior. Various traits related specifically to consumer behavior include consumers ethnocentricity, need for cognition, and consumers' need for uniqueness.

avoidance-avoidance conflict

a choice involving only undesirable outcomes

motive

a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response

involvement

a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting

consumer emotional intelligence

a person's ability to skillfully use emotional information to achieve a desirable consumer outcome

brand personality

a set of human characteristics that become associated with a brand

personality

an individual's characteristic response tendencies across similar situations

latent motives

are either unknown to the consumer or are such that he/she is reluctant to admit them.

Maslow's Hierarchy of Needs

based on four premises: 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 before other motives are activated 4) as the basic motives become satisfied, more advanced motives come into play

laddering

constructing a means-end or benefit chain

coping

involves consumer thoughts and behaviors in reaction to a stress-inducing situation designed to reduce stress and achieve more desired positive emotions

projective techniques

motivation research; designed to provide information on latent motives

manifest motives

motives that are known and are freely admitted

Five-Factor Model

multi-trait theory used most commonly by marketers that identifies five basic traits formed by genetics and early learning Extroversion: - prefer to be a in large group rather than alone - talkative when with others - bold Instability: - moody - temperamental - touchy Agreeableness: - sympathetic - kind to others - polite with others Openness to Experience: - imaginative - appreciative of art - find novel solutions Conscientiousness: - careful - precise - efficient

consumer ethnocentrism

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

promotion-focused motives

revolve around a desire for growth and development and are related to consumers' hopes and aspirations

prevention-focused motives

revolve around a desire for safety and security and are related to consumers' sense of duties and obligations

means-end chain

same as benefit-chain; a product or brand is shown to a consumer, who names the benefits that the product might provide. For each of these benefits, the respondent is then asked to identify further benefits. This is repeated until no additional benefits are identified

benefit chain

same as means-end; a product or brand is shown to a consumer, who names the benefits that the product might provide. For each of these benefits, the respondent is then asked to identify further benefits. This is repeated until no additional benefits are identified

attribution theory

set of motives deal with our need to determine who or what causes the things that happen to use and related to an area of research

regulatory focus theory

suggests that consumers will react differently depending on which broad set of motives is most salient

gratitude

the emotional appreciation for benefits received

motivation

the reason for behavior

demand

the willingness to buy a particular product or service

emotion

used to refer the identifiable, specific feeling, and affect to refer to the liking-disliking aspect of the specific feeling

approach-avoidance conflict

when a consumer faces a purchase choice with both positive and negative consequences

approach-approach conflict

when a consumer must choose between two attractive alternatives