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Chapter 10Chapter 10Motivation, Personality,Motivation, Personality,
and Emotionand Emotion
Chapter 10Chapter 10Motivation, Personality,Motivation, Personality,
and Emotionand Emotion
Irwin/McGraw-Hill
MotivationMotivationMotivationMotivation
Motivation is the state of drive or arousal that impels behavior toward a goal-object. A drive (motive) is an internal state of tension that
produces actions purported to reduce the tension. A goal-object is something in the external world
whose acquisition will reduce the tension. Motivational Theories:
Maslow’s Hierarchy of Needs McGuire’s Motive Classification
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A Model of the Motivation ProcessA Model of the Motivation ProcessA Model of the Motivation ProcessA Model of the Motivation Process
Drive/Arousal:Cognitive
AutonomicEmotive
Behavior:Approach or Avoidance
Identification of goal-directed behavior
Outcome:Experience of new stateSatisfaction
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Maslow’s HierarchyMaslow’s HierarchyMaslow’s HierarchyMaslow’s Hierarchy
According to psychologist Abraham Maslow, human needs and wants are arranged in a hierarchy.
Higher level needs remain dormant until lower level needs are satisfied.
Though Maslow does not distinguish between needs and wants, marketers do. According to marketers, only the first two needs in Maslow’s hierarchy are “needs,” while the remaining three are “wants.”
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5. Self-actualization: This involves the desire for self-fulfillment, to become all that one is capable of becoming.
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.
3. Belongingness: Belongingness motives are reflected in a desire for love, friendship, affiliation, and group acceptance.
2. Safety: Feeling physical safety and security, stability, familiar surroundings, and so forth are manifestations of safety needs. They are aroused after physiological motivesare minimally satisfied, and before other motives.
1. Physiological: Food, water, sleep, and to a limited extent, sex, are physiological motives. Unless they are minimally satisfied, other motives are not activated.
Maslow’s HierarchyMaslow’s HierarchyMaslow’s HierarchyMaslow’s Hierarchy
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Advanced
Basic
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McGuire’s Classification SystemMcGuire’s Classification SystemMcGuire’s Classification SystemMcGuire’s Classification System
Need for ConsistencyNeed to Attribute
CausationNeed to CategorizeNeed for CuesNeed for IndependenceNeed for Novelty
Need for Self-Expression
Need for Ego-DefenseNeed for AssertionNeed for
ReinforcementNeed for AffiliationNeed for Modeling
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Purchase MotivesPurchase MotivesPurchase MotivesPurchase Motives
Manifest motives are those that are known and acknowledged.
Latent motives are those that are either unknown to the customer or ones that the customer are reluctant to acknowledge.
Researching latent motives often requires use of projective techniques.
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Latent and Manifest Motives Latent and Manifest Motives In a Purchase SituationIn a Purchase Situation
Latent and Manifest Motives Latent and Manifest Motives In a Purchase SituationIn a Purchase Situation
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A large car is more comfortable
It’s a high-quality car that performs well
A number of my friends drive a Cadillac
It will demonstrate that I’m successful
It’s a powerful, sexy car and it will help make me
powerful and sexy
Purchase a Cadillac
The linkage between behavior and motives that are known and freely admitted
The linkage between behavior and motives that are either unknown or are such that the consumer is reluctant to admit or reveal them
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Projective Technique ExampleProjective Technique ExampleProjective Technique ExampleProjective Technique Example
What do you think of the new software that the company installed?
I haven’t used it much yet, but...
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Someone who drinks hot tea is ______________.Tea is good to drink when __________________.Making hot tea is _________________________.My friends think tea is _____________________.
Projective Technique ExampleProjective Technique ExampleProjective Technique ExampleProjective Technique Example
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Results of a word association test with alternative brand names for a new fruit-flavored sparkling water drink included the following:
Possible Brand Name Associated Words
Ormango Green, tart, jungle
Tropical Fruit Juice, sweet, island
Orange Sparkle Light, bubbly, cool
Paradise Passion Fruity, thick, heavy
Projective Technique ExampleProjective Technique ExampleProjective Technique ExampleProjective Technique Example
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Benefit Chain TechniqueBenefit Chain TechniqueBenefit Chain TechniqueBenefit Chain Technique
The benefit chain or laddering technique (based on Means-End Theory) seeks a deeper understanding of how product attributes are associated with personal beliefs and goals.
Thus, it provides insights into why the customer thinks various benefits are important.
Knowing why customers care about certain attributes may suggest the kinds of quality improvements that will be most meaningful to customers.
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Benefit Chain ExampleBenefit Chain ExampleBenefit Chain ExampleBenefit Chain ExampleHere is a typical chain or ladder obtained from a
secretary discussing why she would prefer to use an overnight package delivery service that has drop boxes available:Drop Box Convenient Save Time Can Do More Personal Satisfaction Accomplishment Self-Esteem
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PersonalityPersonalityPersonalityPersonality
Personality is an individual’s characteristic response tendencies across similar situations.
A consistent repeated pattern of behavior is what constitutes personality.
Personality theories can be categorized as either individual or social learning theories, however, many people believe that a combination of both individual characteristics (genetics) and social learning (environment) impact personality.
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Cattell’s Personality Traits*Cattell’s Personality Traits*Cattell’s Personality Traits*Cattell’s Personality Traits*
Reserved: detached, critical, aloof, stiff
Affected by feeling: emotionally less stable
Humble: stable, mild, easily led, docile, accommodating
Sober: taciturn, serious
Expedient: disregards rules
Shy: timid, threat-sensitive
Tough-minded: self-reliant, realistic
Practical: down-to-earth
Outgoing: warmhearted, easygoing, participating
Emotionally stable: mature, faces reality, calm
Assertive: aggressive, competitive, stubborn
Happy-go-lucky: enthusiastic
Conscientious: persistent, moralistic, staid
Venturesome: uninhibited, socially bold
Tender-minded: sensitive, clinging, overprotected
Imaginative: bohemian, absentminded
versus
versus
versus
versus
versus
versus
versus
versus
* The source trait is in italicsSource: Adapted from R. B. Cattel, H. W. Eber, and M. M. Tasuoka, Handbook for the Sixteen Personality Factor Questionnaire (Champaign, IL: Institute for Personality and Ability Testing, 1970), pp.16-17. Reprinted by permission of the copyright owner. All rights reserved.
© The McGraw-Hill Companies, Inc., 1998
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Cattell’s Personality Traits*Cattell’s Personality Traits*Cattell’s Personality Traits*Cattell’s Personality Traits*
© The McGraw-Hill Companies, Inc., 1998
Forthright: unpretentious, genuine, but socially clumsy
Self-assured: placid, secure, complacent, serene
Conservative: respecting traditional ideas, conservatism of temperament
Group dependent: a joiner and sound follower
Undisciplined: lax, follows own urges, careless of social rules
Relaxed: tranquil, torpid, unfrustrated, composed
Astute: polished, socially aware
Apprehensive: self-reproaching, insecure, worrying, troubled
Experimenting: liberal, freethinking, radicalism
Self-sufficient: resourceful, prefers own decisions
Controlled: exacting will-power, socially precise, compulsive, following self-image
Tense: frustrated, driven, overwrought
versus
versus
versus
versus
versus
versus
* The source trait is in italicsSource: Adapted from R. B. Cattell, H. W. Eber, and M. M. Tasuoka, Handbook for the Sixteen Personality Factor Questionnaire (Champaign, IL: Institute for Personality and Ability Testing, 1970), pp.16-17. Reprinted by permission of the copyright owner. All rights reserved.
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EmotionsEmotionsEmotionsEmotions
Emotions are strong, relatively uncontrolled feelings that affect our behavior.
Emotions can be triggered by our environment or by internal processes such as imagery.
Emotions are accompanied by physiological changes.
We interpret emotions based on cognitive thoughts, emotions (specific feelings), behaviors, and affective (like/dislike) responses.
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Nature of EmotionsNature of EmotionsNature of EmotionsNature of Emotions
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Interpreted as emotions based on situation
Physiological changes
Thoughts
Behaviors
Affect
Specific feelings
Mentalimagery
Environmentalevent
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Dimension Emotion Indicator/Feeling
Pleasure Duty Moral, virtuous, dutiful
Faith Reverent, worshipful, spiritual
Pride Proud, superior, worthy
Affection Loving, affectionate, friendly
Innocence Innocent, pure, blameless
Gratitude Grateful, thankful, appreciative
Serenity Restful, serene, comfortable, soothed
Desire Desirous, wishful, craving, hopeful
Joy Joyful, happy, delighted
Competence Confident, in control, competent
Emotional Dimensions, Emotions, Emotional Dimensions, Emotions, and Emotional Indicatorsand Emotional Indicators
Emotional Dimensions, Emotions, Emotional Dimensions, Emotions, and Emotional Indicatorsand Emotional Indicators
© The McGraw-Hill Companies, Inc., 1998
Source: Adapted with permission from M. B. Holbrook and R. Batra, “Assessing the Role of Emotions on Consumer Response to Advertising,” Journal of Consumer Research, December 1987, pp. 404-20. Copyright © 1987 by the University of Chicago.
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Dimension Emotion Indicator/Feeling
Arousal Interest Attentive, curious
Hypoactivation Bored, drowsy, sluggish
Activation Aroused, active, excited
Surprise Surprised, annoyed, astonished
Déjà vu Unimpressed, uninformed, ,unexcited
Involvement Involved, informed, enlightened, benefited
Distraction Distracted, preoccupied, inattentive
Surgency Playful, entertained, lighthearted
Contempt Scornful, contemptuous, disdainful
Emotional Dimensions, Emotions, Emotional Dimensions, Emotions, and Emotional Indicatorsand Emotional Indicators
Emotional Dimensions, Emotions, Emotional Dimensions, Emotions, and Emotional Indicatorsand Emotional Indicators
© The McGraw-Hill Companies, Inc., 1998
Source: Adapted with permission from M. B. Holbrook and R. Batra, “Assessing the Role of Emotions on Consumer Response to Advertising,” Journal of Consumer Research, December 1987, pp. 404-20. Copyright © 1987 by the University of Chicago.
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Dimension Emotion Indicator/Feeling
Dominance Conflict Tense, frustrated, conflictful
Guilt Guilty, remorseful, regretful
Helplessness Powerless, helpless, dominated
Sadness Sad, distressed, sorrowful, dejected
Fear Fearful, afraid, anxious
Shame Ashamed, embarrassed, humiliated
Anger Angry, initiated, enraged, mad
Hyperactivation Panicked, confused, overstimulated
Disgust Disgusted, revolted, annoyed, full of loathing
Skepticism Skeptical, suspicious, distrustful
Emotional Dimensions, Emotions, Emotional Dimensions, Emotions, and Emotional Indicatorsand Emotional Indicators
Emotional Dimensions, Emotions, Emotional Dimensions, Emotions, and Emotional Indicatorsand Emotional Indicators
© The McGraw-Hill Companies, Inc., 1998
Source: Adapted with permission from M. B. Holbrook and R. Batra, “Assessing the Role of Emotions on Consumer Response to Advertising,” Journal of Consumer Research, December 1987, pp. 404-20. Copyright © 1987 by the University of Chicago.
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A person who is prone to headaches or allergies could bear the discomfort stoically, shunning early medication, or he could show hypochondriac tendencies and seek intense medication at the earliest onset of symptoms. This illustrates the impact of ___ on consumer behavior. motivation personality culture memory perception