CONSUMER MOTIVATIONAFFECT, & PERSONALITY

Motivation:• theories of motivation

Affect:• affect and consumer behavior• structure of emotions

Personality:• personality theory• Aaker’s brand personality

Stimulus

Actual State

Desired State

NeedRecognition

DriveState

Goal-directedBehavior

Incentive Objects

Motivation: An activated state within a person that leads to goal-directed behavior.*** It is the reason for behavior.

Motive: An unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.

Model of Consumer Motivation

Expressive &

UtilitarianNeeds

Basic Theories of Motivation(How to figure out WHY)

Broad Theories of Motivation:– Explain general behaviors (e.g., need for

affiliation)

Mid-range Theories of Motivation:– Explain more specific behaviors (e.g., need for

caffeine)

Maslow’s Hierarchy of Needs

1. Assumes:

a) People acquire a similar set of motives via genetics & social interaction;

b) Some motives are more basic than others;

c) Basic motives must be satisfied before others are activated;

d) As basic motives are satisfied, higher order motives come into play.

Physiological: food, water, sleep

Safety: physical safety from harm & injury; housing; job security; financial security

Social: friendship; affection; group affiliation

Ego: success, self-esteem; prestige

Self-Actualization: self-fulfillment

Broad Theory of Motivation

Midrange Theories of Motivation

Summary of Psychological Motives Relevant to Marketing:Opponent-Process Theory

Optimum Stimulation Levels

Hedonic Experiences

Maintain Behavioral Freedom

Risk: Seek or Avoid

Attribute Causality

Opponent Process Theory

• A stimulus eliciting an immediate positive or negative emotion is followed by a feeling opposite to that initial emotion

Midrange Theories of Motivation

Optimum Stimulation Theory

• Desire to maintain an optimal level of stimulation motivates action

Hedonic Experiences

• Consumption of products/services designed to create fantasies, enhance sensory stimulation, or elicit emotional reactions

• Related to optimum stimulation levels

Motivation to Maintain Behavioral Freedom

• People want to maintain a sense of freedom

Psychological Reactance

• negative motivational state that results when a person’s behavioral freedom has been threatened

Midrange Theories of Motivation: Maintain Behavioral Freedom

Perceived Risk – consumer’s perception of the overall negativity of a course of action

- consists of negative outcomes and probability of these outcomes occurring

Risks include:

- financial - social

- physical - time

- performance - opportunity

- psychological

Avoid or Seek Risk

People seek out reasons to explain why things turn out as they do

Negative Product or Service Experiences

Was the cause internal or external?

Your fault or the company’s?

BIRGing and CORFing

Motivation to Attribute Causality

Motivation Theory and Marketing StrategyMotivation Theory and Marketing Strategy

Consumers do not buy products; instead they buy motive motive satisfactionsatisfaction or problem solutionsproblem solutions.

Managers must discover the motives that their product and brands can satisfy and develop marketing mixes around these motives.

Motivation Theory and Marketing Strategy

Manifest motivesManifest motives are motives that are known and freely admitted.

Latent motives Latent motives are either unknown to the consumer or are such that he/she is reluctant to admit them.

Discovering Purchase MotivesDiscovering Purchase Motives

Motivational Research Techniques:

• Association Techniques

• Completion Techniques

• Construction Techniques

Motivation and Marketing Research

Definition: emotions are strong, relatively uncontrolled feelings that affect our behavior

Emotion influences:

1. The experiential nature of consumption

2. Attitude formation

3. Information processing

4. Postpurchase processes

5. Communication processes

Emotion & Consumer Behavior

Structure of Emotions

Interpreted as emotions based on situation

Physiological changes

Thoughts

Behaviors

Affect

Specific feelings

Mentalimagery

Environmentalevent

Marketers have always used emotions to guide the following on an intuitive level:

• product positioning

• sales presentations, and

• advertising

However, deliberate, systematic study of the relevance of emotions in marketing strategy is relatively new.

Emotion and Marketing Strategy

Emotion, Product Positioning, and Advertising

When should you use it?

Potential Problems?

Emotions and BrandingEmotions and Branding

A great brand concept can change a companies entire future.

Biggest misconception in branding is the belief that branding is about market share when it is really about “mind and emotions share”

What constitutes a great brand concept today?

Understanding people’s emotional needs and desires is key to success.

Personality

Definition: personality refers to a person’s consistent behavior or response to recurring situations

Assumptions of individual personality theories (trait theory):1. All individuals have internal characteristics or traits

2. There are consistent and measurable differences between people on these characteristics

Personality

Approaches:1. Trait theory – consistent set of traits or factors

– dominated consumer behavior research

2. Psychoanalytic (Freud) – unconscious nature of personality

3. Evolutionary – certain behavioral propensities were likely to survive

4. Biological – anatomy and physiology

5. Behavioral and Social Learning Theory – personality exclusively a function of environment

Best Approach:

• Study the person, situation and behavior

Trait theories examine personality as an individual difference, allowing marketers to segment consumers on these differences.

Assumptions of individual personality theories (trait theory):

1. All individuals have internal characteristics or traits

2. There are consistent and measurable differences between people on these characteristics

Personality

1.1. Multitrait ApproachMultitrait Approach

• The Five-Factor Model Five-Factor Model is the most commonly used by marketers and identifies five basic traits that are formed by genetics and early learning..

2.2. Single Trait ApproachSingle Trait Approach

• Emphasize one personality trait relevant to Emphasize one personality trait relevant to consumption behaviors (e.g., compulsive buying, consumption behaviors (e.g., compulsive buying, materialism)materialism)

Personality

The Five-Factor Model of PersonalityThe Five-Factor Model of Personality

Personality

PersonalityPersonality

Examples of Single-Trait TheoriesExamples of Single-Trait Theories

VanityVanity MaterialismMaterialism Sensation Sensation SeekingSeeking

Compulsive Compulsive BuyingBuying

Affect Affect IntensityIntensity

Ethno-Ethno-centrismcentrism

Need for Need for CognitionCognition

Need for Need for UniquenessUniqueness

Brand Personality

• Consumers readily assign human characteristics to brands• Brand personalities create expectations about key characteristics, performance and benefits• Consumers tend to purchase products that most closely match their own or products that strengthen an area where consumers feel weak