chapter 10 motivation, personality, and emotions

Communicating Brand Personality

1. Celebrity Endorsers (Drew Barrymore for Cover girl) 2. User Imagery (Gatorade features young active users) 3. Executional Factors: Tone (cool? Funny? Sexy? ) Media (what magazine to publish in) Pace (TV party ad to create a fun and sexy image of product) Logo (create a cool hip logo to attract young people)

Avoidance-avoidance conflict

A choice involving only undesirable outcomes.

Involvement

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

Five-Factor Model

A multitrait theory used to identify five basic traits that are formed by genetics and early learning.

Brand personality

A set of human characteristics that become associated with a brand.

Need for Assertion - The need for engaging in those types of activities that will bring about an increase in self- esteem, as well as esteem in the eyes of others. Need for Affiliation - The need to develop mutually helpful and satisfying relationships with others. The need to share and to be accepted by others. (=Belonging Maslow's Theory) Need for Identification - These theories view the consumer as a role player. Thus, you may play the role of college student, sorority member, employee, etc. One gains pleasure from adding new, satisfying roles and by increasing the significance of existing roles. Need for Modeling - A tendency to base behavior on that of others. Modeling is a major means by which children learn to become consumers. (Reference Group)

Affective Growth Motives

Need for Tension-Reduction - In order to effectively manage uncomfortable levels of tension and stress in our lives we are motivated to seek ways to reduce arousal. Need for Expression - This motive deals with the need to express one's identity to others. We feel the need to let others know by our actions, including the purchase and display of goods, who we are and what we are. Need for Ego-Defense - When our identity is threatened, we are motivated to protect our self-concept and utilize defensive behaviors and attitudes. Need for Reinforcement - We quite often are motivated to act in certain ways because we are rewarded for doing so. This is the basis for operant learning.

Affective Preservation Motives

Attribution theory

An approach to understanding the reasons consumers assign particular meanings to the behaviors of others.

Personality

An individual's characteristic response tendencies across similar situations.

Construction Techniques:

Cartoon Techniques (fill out speech bubble) Third Person Techniques Picture Response

Need for Autonomy - The need for independence and of self-government. Need for Stimulation - Need for variety and difference simply out of a need for novelty. Marketers refer to the outcome of this motive as variety-seeking behavior. (lots of different soft drink flavors) Teleological Need - This motive propels us to prefer mass media such as movies, television programs, and books with outcomes that match our view of how the world should work (the "good guys" win, the hero gets the girl, etc.). Utilitarian Need - These theories view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills.

Cognitive Growth Motives

Need for Consistency - A basic desire is to have all parts of oneself (attitudes, behaviors, opinions, self-images, etc.) consistent with each other. Need to Attribution - Deals with our need to determine who or what causes the things that happen to us. Need to Categorize - Need to organize information and experiences in some meaningful yet manageable way by establishing categories or mental partitions which allow us to process large quantities of information. Need for Objectification - These motives reflect needs for observable cues or symbols which enable us to infer what we feel and know. Impressions, feelings, and attitudes are subtly established by viewing our own behavior and that of others and drawing inferences as to what we feel and think. (Note on door of Mrs. Houston)

Cognitive Preservation Motives

Emotion Arousal as a Product Benefit

Consumers actively seek products whose primary or secondary benefit is emotion arousal.

Hedonic Shopping Motives

Consumers can shop for utilitarian reasons related to achieving specific purchase goals. Alternatively, they can shop for ____ reasons related to having fun.

Projective techniques

Designed to provide information on latent motives.

Pleasure Arousal Dominance

Dimensions of Emotion :

1. Physiological: Food, water, sleep, and to a limited extent, sex, are physiological motives. Unless they are minimally satisfied, other motives are not activated. 2. Safety: Feeling physical safety and security, stability, familiar surroundings, and so forth are manifestations of safety needs. They are aroused after physiological motives are minimally satisfied, and before other motives. 3. Belongingness: Belongingness motives are reflected in a desire for love, friendship, affiliation, and group acceptance 4. Esteem: Desires for status, superiority, self-respect, and prestige are examples of esteem needs. These needs relate to the individual's feelings of usefulness and accomplishment. 5. Self-actualization: This involves the desire for self- fulfillment, to become all that one is capable of becoming.

Five Levels of the Hierarchy of Needs

Emotion Reduction as a Product Benefit

Marketers design or position many products to prevent or reduce the arousal of unpleasant emotions.

Cognitive Preservation Motives Cognitive Growth Motives Affective Preservation Motives Affective Growth Motives

McGuire's Psychological Motives

Consumer ethnocentrism

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

Need for Cognition (NFC) - Single Trait Approach

Reflects an individual difference in consumers' propensity to engage in and enjoy thinking.

Consumers' Need for Uniqueness - Single Trait Approach

Reflects an individual difference in consumers' propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods. (get tattoo)

Completion Techniques:

Sentence Completion: Consumers complete a sentence such as "People who buy Cadillacs _________________." Story Completion

Emotion

Strong, relatively uncontrolled feelings that affect behavior.

Multitrait Approach

The Five-Factor Model is a ....

Demand

The willingness to buy a particular product or service.

Approach-avoidance conflict

When a consumer facing a purchase choice with both positive and negative consequences.

Approach-approach conflict

When a consumer who must choose between two attractive alternatives.

Means-end chain or Benefit chain

Where a product or brand is repeatedly shown to a consumer who names all the benefits that possession or use of the product might provide until the consumer can no longer identify additional benefits.

Association Techniques:

Word Association Successive Word Association

Coping

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

motive

_____ is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response. _______ is why an individual does something.

Regulatory focus theory

______ theory suggests that consumers will react differently depending on which broad set of motives is most salient (auffällig).

The Five-Factor Model

______Model is the most commonly used by marketers and identifies five basic traits that are formed by genetics and early learning.

Promotion-focused motives

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

Latent motives

______motives are those that are either unknown to the customer or ones that the customer are reluctant to acknowledge.

Manifest motives

______motives are those that are known and acknowledged.

Maslow's Hierarchy of Needs

is a macro theory designed to account for most human behavior in general terms.

Motivation

is the reason for behavior

Brand image

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

Laddering

projective technique used to construct a means-end or benefit chain.

McGuire's Psychological Motives

uses a fairly detailed set of motives to account for specific aspects of consumer behavior.

Maslow's Hierarchy of Needs is based on 4 premises

• All humans acquire a similar set of motives through genetic endowment and social interaction • Some motives are more basic than others • The more basic motives must be satisfied to a minimum level before other motives are activated • As the basic motives become satisfied, more advanced motives come into play

Single Trait Approach

• Consumer Ethnocentrism • Need for Cognition • Consumers' Need for Uniqueness