L16 Personality Emotion

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CHAPTER

10

MOTIVATION,

PERSONALITY,

AND EMOTION

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Personality

Personal i tyis an individuals

characteristic response tendencies

across similar situations.

While motivationsare the

energizing and directing force that

makes consumer behavior

purposeful and goal directed, thepersonalityof the consumer guides

and directs the behavior chosen to

accomplish goals in different

situations.

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Personality

1. Mu lt it rait Approach

TheFive-Facto r Model is the most commonly used by

marketers and identifies five basic traits that are formed

by genetics and early learning.

2. Single Trai t App roach-Most relevent

Consumer Ethnocentr ism

Need for Cogni t ion

Consumers Need for Uniqueness

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Personality

The Five-Facto r Model of Perso nality

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Personality

Examp les of Single-Trait Theories

Vanity Trait

Anxiety

Locus of

Control

Sensation

Seeking

CompulsiveBuying

Mater ial ism Af fectI ntensity

Self-

Monitoring

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Personality

Three additional traits:

1. Consumer Ethnocen tr ism

Reflects an individual difference in consumers

propensity to be biased against the purchase of foreign

products.2. Need fo r Cogn it ion (NFC)

Reflects an individual difference in consumers

propensity to engage in and enjoy thinking.

3. 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.

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The Use of Personality in Marketing

Practice

Other times,

consumers use

products to bolsteran area of their

personality where

they feel weak.

Sometimes

consumers chooseproducts that fit

their personality.

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Brand imageis what people think of and feel

when they hear or see a brand name.

Brand personali ty is a set of human

characteristics that become associated with a

brand and are a particular type of image that

some brands acquire.


Practice

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The Use of Personality in marketing

Practice

Dimensions of B rand Personal i ty

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Practice

Three important advertising tactics:

1. Celeb rit y Endorsers

2. User Imagery-Images of user act iv it ies wi th the

brand.

3. Execut ional Factors-Tone (Ser iuos/Light),typeface,

pace of ad, chosen media

Communicating Brand Personality

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Emotion

Emot ionis the identifiable specific feeling, and affect is

the liking/disliking aspect of the specific feeling.

Emotionsare strong, relatively uncontrolled feelings that

affect behavior.

They are strongly linked to needs, motivation, and

personality.

Unmet needs create motivation which is related tothe arousal component of emotion.

Personality also plays a role, e.g., some people are

more emotional than others, a consumer trait referred

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Emotion

Nature of Emo t ions

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. 10-12


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Emotions and Marketing Strategy

Consum er Coping in Product and Serv ice Encoun ters

Active coping-finding ways to solve the problem

Expressive support seeking-venting emotions

Avoidance-self denial

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Emotions and Marketing Strategy

Emot ion in Adv er t is ing

Emotional content in ads can enhance attention,

attraction, and maintenance capabilities.

Emotional messages may be processed morethoroughly due to their enhanced level of arousal.

Emotional ads may enhance liking of the ad itself.

Repeated exposure to positive-emotion-eliciting ads

may increase brand preference through classical

conditioning.

Emotion may operate via high-involvement processes

especially if emotion is decision relevant.

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L16 Personality Emotion

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