Motivation, Personality & Emotions

Dr. Rohit Vishal Kumar

Reader, Department of Marketing

Xavier Institute of Social Service

Ranchi - 834001

Motivation

Motivation

Motivation:– It is the reason for any behaviour either consumer or otherwise

Motive:– It is a construct representing an unobservable inner force that

stimulates and compels a behavioural response and provides specific direction to that response

Maslow’s Hierarchy of Needs

Five Levels of Needs– Physiological Needs– Safety Needs– Social Needs– Esteem Needs– Self Actualization Needs

An individual first fulfills the baser needs and then progresses to higher level needs

Manifestation of need may be different in different culture– Germany (Self Actualization):

Washing a self owned luxury car with mineral water

– India (Self Actualization) Giving up worldly wealth for religion

McGuire’s Psychological Motive

16 categories of basic motives divided in to 4 groups Based on 4 categories on two broad Criteria

– Mode of Motivation: Cognitive / Affective Cognitive motive focuses on a persons needs for being oriented towards

the environment and achieving a sense of meaning Affective motive focuses on achieving a satisfaction state

– Focus on: Status Quo / Growth Preservation motive focuses on achieving a state of equilibrium Growth motive emphasizes development

Further subdivided using two more criteria– Source for Behaviour:

Actively Initiated Response to Environment

– Objective of Motive: New Internal State New External Relationship

McGuire’s Psychological Motive

Cognitive Preservation Motive– Need for Consistency (Active, Internal)

Desire to have all parts of self consistent with each other

– Need for Attribution (Active, External) Desire to understand the reason for what is happening to us

– Need to Categorize (Passive, Internal) Need for understanding information in a meaningful way

– Need for Objectification (Passive, External) Need for hints to understand what people know and feel

Cognitive Growth Motive– Need for Autonomy (Active, Internal)

The need for individuality and independence

– Need for Stimulation (Active, External) The need for variety seeking behaviour

– Telological needs (Passive, Internal) Need to modify environment to suit a person’s perception

– Utilitarian Needs (Passive, External) The need to approach any problem logically and rationally

Affective Preservation Motive– Need for Tension Reduction (Active, Internal)– Need for Expression (Active, External)– Need for Ego Defense (Passive, Internal)– Need for Reinforcement (Passive, External)

Affective Growth Motives– Need for Assertion (Active, Internal)– Need for Affiliation (Active, External)– Need for Identification (Passive, Internal)– Need for Modeling (Passive, External)

McGuire’s Psychological Motive

Purchase Motives

Manifest Motives:– Motives that are known and freely admitted– Motives which conform to social norms may be more manifest– EG: I Should have a Nokia Phone

Latent Motives:– Motives that are either unknown or the person is reluctant to admit– They are not readily expressed– EG: Wearing a Stiletto makes me appear more sexy

Discovering Purchase Motives– Projective Techniques– Laddering– Benefit Chain

Marketing Communications normally done on multiple motives

Motivational Conflicts

Approach – Approach Conflict– When the customer has to choose between two alternatives both of

which are equally attractive– EG: Buying a Nokia Phone or Buying an Apple iPod

Approach – Avoidance Conflict– When the customer has to choose between two alternative one of

which is attractive and the other is unattractive– EG: Joining VLCC to loose weight and stop eating ice-cream

Avoidance – Avoidance Conflict– When the customer has to choose between two alternative both of

which are unattractive– EG: Repair an old washing machine or buy a new one

Personality

What is Personality?

Personality is an individuals characteristics response tendency across similar situations

Five Factor Model of Personality– Extroversion

Prefer Large Group / Talkative / Bold

– Instability Moody / Temperamental / Touchy

– Agreeableness Sympathetic / Kind / Polite

– Openness to Experience Imaginative / Appreciative / Find Novel Situations

– Conscientiousness Careful / Precise / Efficient

The model finds most use in marketing and has been validated in Bargaining, Compulsive Shopping and Complaints

Brand Personality

Is defined as the set of human characteristics that become associated with a brand

Key aspects:– Consumers readily assign human characteristics to brand even if the

brand is not managed or characteristics are not wanted by marketers– Brand Personalities creates expectations about key characteristics,

performance, benefits and related services – Brand Personalities offer the basis for long term relationship with a

brand

Emotions

What are Emotions?

Emotions are relatively strong, uncontrolled feelings that affect behaviour

Features of Emotions– Are generally triggered by external forces– Are accompanied by physiological changes– Emotions are generally accompanied by non cognitive thoughts– Emotions have associated behaviours– Emotions are attached with subjective feelings

PAD Theory of Emotions

Pleasure Arousal DominanceDuty Interest Conflict

Faith Hypo-Activism Guilt

Pride Activation Helplessness

Affection Surprise Sadness

Innocence Déjà Vu Fear

Gratitude Involvement Shame

Serenity Distraction Anger

Desire Playfulness Hyper-Activism

Joy Contempt Disgust

Competence - Skepticism

Emotions & Marketing

Emotion Arousal:– Products are sold by using emotional triggers– EG: Casino, Amusement Parks, Disney

Emotion Reduction:– Products are also sold to reduce negative emotions– EG: Alcohol, Sleeping Pills,

Marketers are increasingly using emotions to sell products– Emotion enhances attention to an advertisement– Emotional messages are processed more effectively– Emotional Advertisement is remembered better– There is increase in brand preference– Emotions may lead to strong brand liking

Thank You