MKT 310 - Chapter 10 - Motivation, Personality, Emotion

Trait theories 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.

Marketing Strategies based on Motivation Conflict

- Approach-Approach - Approach-Avoidance - Avoidance-Avoidance

Researchers have drawn the following conclusions about brand personality:

- Consumers readily assign human characteristics to brands. - Brand personalities create expectations about key brand characteristics. - Brand personalities are often the basis for a long-term relationship with the brand.

Emotion in Advertising

- Emotional content in ads enhances their attention, attraction, and maintenance capabilities - Emotions are characterized by a state of heightened physiological arousal. Individuals become more alert and active when aroused. Given this enhanced level of arousal, emotional messages may be processed more thoroughly than neutral messages - Repeated exposure to positive emotion-eliciting ads may increase brand preference through classical conditioning.

Affective Growth Motives

- Need for Assertion (active, internal) - Need for Affiliation (active, external) - Need for Identification (passive, internal) - Need for Modeling (passive, external)

Cognitive Growth Motives

- Need for Autonomy (active, internal) - Need for Stimulation (active, external) - Teleological Need (passive, internal) - Utilitarian Need (passive, external)

Cognitive Preservation Motives

- Need for Consistency (active, internal) - Need for Attribution (active, external) - Need to Categorize (passive, internal) - Need for Objectification (passive, external)

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)

Multitrait Approach

- attempts to examine a consumer's entire personality profile across a set of relatively exhaustive dimensions. - identifies several traits that in combination capture a substantial portion of the personality of the individual. - most common theory is the Five-Factor Model.

Marketing strategies based on regulatory focus

- promotion-focused motives - prevention-focused motives

three types of coping

1. Active coping. Thinking of ways to solve the problem, engaging in restraint to avoid rash behavior, and making the best of the situation. 2. Expressive support seeking. Venting emotions and seeking emotional and problem-focused assistance from others. 3. Avoidance. Avoiding the retailer mentally or physically or engaging in complete self-denial of the event.

4 Premises of Maslow's Hierarchy of Needs

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.

common elements of emotional experiences

1. emotions often are triggered by environmental events (e.g., viewing an ad, consuming a product that meets a need). However, they also can be initiated by internal processes such as imagery. 2. are accompanied by physiological changes such as (1) eye pupil dilation, (2) increased perspiration, (3) more rapid breathing, (4) increased heart rate and blood pressure, and (5) enhanced blood sugar level. 3. generally, though not necessarily, are accompanied by cognitive thought.50 4. A fourth characteristic is that emotions have associated behaviors 5. emotions involve subjective feelings. 6. In addition, emotions carry an evaluative, or a like-dislike, component. (affect)

Approach-Approach Motivational Conflict

A choice between two attractive alternatives - ex) A consumer who recently received a large cash gift for graduation (situational variable) might be torn between a trip to Hawaii (perhaps powered by a need for stimulation) and a new mountain bike (perhaps driven by the need for assertion). This conflict could be resolved by a timely ad designed to encourage one or the other action. Or a price modification, such as "buy now, pay later," could result in a resolution whereby both alternatives are selected. .

Approach-Avoidance Motivational Conflict

A choice with both positive and negative consequences - ex) want to tan but don't want risk of skin damage --> sunless tanner resolves this conflict

Maslow's need hierarchy

A macro theory designed to account for most human behavior in general terms. - five levels - is based on 4 premises

Means-end or Benefit Chain

A product or brand is shown to a consumer, who names all the benefits that 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.

Need for Affiliation (active, external)

Affiliation refers to the need to develop mutually helpful and satisfying relationships with others - It relates to altruism and seeking acceptance and affection in interpersonal relations.

communicating brand personality

Celebrity Endorsers User Imagery Executional Factors

Need for Assertion (active, internal)

Many people are competitive achievers who seek success, admiration, and dominance. Important to them are power, accomplishment, and esteem

Need for Tension Reduction (active, internal)

People encounter situations in their daily lives that create uncomfortable levels of stress. To effectively manage tension and stress, people are motivated to seek ways to reduce arousal.

Need to Categorize (passive, internal)

People have a need to categorize and organize the vast array of information and experiences they encounter in a meaningful yet manageable way, so they establish categories or mental partitions to help them do so

Need for Cognition (NFC)

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

Consumers' Need for uniqueness

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

Need for Identification (passive, internal)

The need for identification results in the consumer's playing various roles - others. One gains pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted.

Need for Autonomy (active, internal)

The need for independence and individuality is a characteristic of the American culture - Owning or using products and services that are unique is one way consumers express their autonomy.

Need for Modeling (passive, external)

The need for modeling reflects a tendency to base behavior on that of others. - Modeling is a major means by which children learn to become consumers. - The tendency to model explains some of the conformity that occurs within reference groups.

Need for Ego Defense (passive, internal)

The need to defend one's identity or ego is another important motive. - When one's identity is threatened, the person is motivated to protect his or her self-concept and utilize defensive behaviors and attitudes.

Need for Objectification (passive, external)

These motives reflect needs for observable cues or symbols that enable people to infer what they feel and know. - Impressions, feelings, and attitudes are subtly established by viewing one's own behavior and that of others and drawing inferences as to what one feels and thinks.

Utilitarian Need (passive, external)

These theories view the consumer as a problem solver who approaches situations as opportunities to acquire useful information or new skills

Need for Expression (active, external)

This motive deals with the need to express one's identity to others. - People feel the need to let others know who and what they are by their actions, which include the purchase and use of goods.

Need for Attribution (active, external)

This set of motives deals with our need to determine who or what causes the things that happen to us and relates to an area of research called attribution theory.

celebrity endorsers

Useful way to personify a brand - characteristics and meaning of the celebrity can transfer to the brand

Need for Consistency (active, internal)

a basic desire is to have all facets of oneself consistent with each other - consumers are reluctant to accept information that disagrees with their existing beliefs

Avoidance-Avoidance Motivational Conflict

a choice involving only undesirable outcomes - ex) a consumers old washing machine fails -- Conflict: person may not wan to spend money on a new washing machine, or pay to have the old one repaired, or go without one --> The availability of credit is one way of reducing this motivational conflict (pay me now or pay me more later)

Motive

a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response (why an individual does something)

involvement

a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting - increases attention, analytical processing, information search, and word-of-mouth - affects marketing strategy

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 associated with a brand name

projective techniques

a standard series of ambiguous stimuli designed to elicit unique responses that reveal inner aspects of an individual's personality - are designed to provide information on latent motives

laddering

a technique for uncovering consumers' associations between specific attributes and general values

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

emotions

are strong, relatively uncontrolled feelings that affect behavior - are strongly linked to needs, motivation, and personality. - personality. Unmet needs create motivation that is related to the arousal component of emotion.

Teleological Need (passive, internal)

consumers are pattern matchers who have images of desired outcomes or end states with which they compare their current situation - Behaviors are changed and the results are monitored in terms of movement toward the desired end state.

when prevention-focused motives are more salient...

consumers seek to avoid negative outcomes, think in more concrete terms, make decisions based more on factual substantive information, and prefer accuracy over speed in their decision making. - consumers are "vigilant," more risk-averse decision makers looking for ways to minimize the chances that they will experience negative outcomes and attempt to avoid making mistakes. - posses more interdependent self-concept

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 - consumers are "eager," more risk-seeking decision makers looking for ways to maximize the possibility that they will attain the most positive possible outcomes. - posses more independent self-concepts

gratitude in a consumer context

context is the emotional appreciation for benefits received.

attribution theory

do we attribute the cause of a favorable or unfavorable outcome to ourselves or to some outside force

We use _____________ to refer to the identifiable, specific feeling, and ___________ to refer to the liking-disliking aspect of the specific feeling.

emotion, affect

Single-Trait Approach

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

Trait Theories...

examine personality as an individual difference and thus allow marketers to segment consumers as a function of their personality differences. - Differences between personality theories center on which traits or characteristics are the most important.

McGuire's Psychological Motives

first divides motivation into four main categories using two criteria: 1. Is the mode of motivation cognitive or affective? 2. Is the motive focused on preservation of the status quo or on growth? - then these 4 categories are subdivided on bases of source and objective of the motive 3. Is this behavior actively initiated or in response to the environment? 4. Does this behavior help the individual achieve a new internal or a new external relationship to the environment?

execution factors

how the content of the information itself was communicated

Five-Factor Model

identifies five basic traits formed by genetics and early learning: - openness, conscientiousness, extraversion, agreeableness, neuroticism - These core traits interact and manifest themselves in behaviors triggered by situations.

affect intensity

individual differences in the strength with which individuals experience their emotions

coping

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

user imagery

involves showing a typical user along with images of the types of activities they engage in while using the brand

Manifest Motives

motives that are known and freely admitted - motives that confirm to a society's prevailing value system are more likely to be manifest then those in conflict with such values

Need for Reinforcement (passive, external)

people are often motivated to act in certain ways because they were rewarded for behaving that way in similar situations in the past - This is the basis for operant learning.

Need for Stimulation (active, external)

people often seek variety and difference out of a need for stimulation

5 levels of Maslow's Hierarchy of Needs

physiological, safety and security, love and belonging, self-esteem, self-actualization

3 basic dimensions of emotions

pleasure, arousal, and dominance (PAD

Consumer enthnocentrism

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

regulatory focus theory

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

Motivation

the reason for behavior

chronic accessibility

the tendency of an idea or concept to come easily to mind for a particular individual

Demand

the willingness to buy a particular product or service. - it is caused by a need or motive, but it is not the motive

Brand image

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

relationship marketing efforts on the part of the firm lead to the following outcomes:

• Increased consumer gratitude. • Increased consumer trust in the firm. • Increased customer purchases. • Increased "gratitude-based reciprocity" behaviors.