Pertemuan 3 - Chapter 3 11ed

10/8/2019
Chapter 3 Learning Objectives
3.1 To understand the dynamics of motives,

needs, and goals and how they shape consumer
behavior.
3.2 To understand motivation theories and their
applications to consumer behavior.
3.3 To understand how to identify and measure
motives.
3.4 To understand the scope of personality and
theories of its development.
Copyright © 2015 Pearson Education
Copyright © 2015 Pearson Education Slide 2 of 35
Chapter 3 Learning Objectives Opening example: Brand personification
3.5 To understand how innovativeness and other

personality traits influence consumer behavior.
3.6 To understand the personification of
products and brands and its strategic
applications.
3.7 To understand self-image and its impact on
consumer behavior.
Copyright © 2015 Pearson Education Slide 3 of 35 Copyright © 2015 Pearson Education Slide 4 of 35
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Learning Objective 3.1 The Motivation Process
3.1 To understand the dynamics of motives,

needs, and goals and how they shape consumer
behavior.
Needs and Goals Application: Goals
• Needs Discussion Questions

– Physiological
– Psychological What is the generic goal?
• Goals
– Generic What is the product-
specific goal?
– Product-specific
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Motivations: Technology Use Need Arousal and Selecting Goals
Need Arousal Selecting Goals

Motivations of Bloggers
• Internal stimuli • Factors
(1) self-expression – personal experiences and
• Emotional or cognitive
(2) documenting one’s life processes knowledge
(i.e., keeping a diary) – physical capacity
• External stimuli
(3) identifying other – cultural norms and values
influential bloggers – goal accessibility
• Approach objects
• Avoidance objects
What motivates you to share information on Facebook? To blog?

Needs and Goals

Frustration and Defense
• Needs and goals are interdependent Mechanisms
• Needs are never fully satisfied
• New needs emerge as old ones are satisfied Frustration is the feeling that results
• Success and failure influence goals from failure to achieve a goal, and
defense mechanisms are cognitive
and behavioral ways to handle
frustration.
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Defense Mechanisms Which Defense Mechanism is used?
Learning Objective 3.2 Psychogenic Needs: Murray and Edwards
3.2 To understand motivation theories and their

applications to consumer behavior.
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Maslow’s Hierarchy of Needs To Which of Maslow’s Needs Does This Ad Appeal?
Discussion Questions Trio of Needs
• What are three types of products related to • Power

more then one level of Maslow’s Hierarchy • Affiliation
of Needs? • Achievement
• For each type of product, consider two
brands. How do marketers attempt to
differentiate their product from the Which of the trio of
competition? needs does the ad
appeal to?
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Learning Objective 3.3 The Measurement of Motives
3.3 To understand how to identify and measure • Self reports

motives. • Qualitative Research
• Motivational Research
Motivational Research Learning Objective 3.4

• Dr. Ernest Dichter
• Based on Sigmund 3.4 To understand the scope of personality and
Freud’s psychoanalytic theories of its development.
theory of personality
– Unconscious needs are at
the heart of human
motivation and personality
– Drives are likely to be
biological and sexual
How would an advertiser

use this information?
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Theories of Personality
Personality
• Freudian theory
The inner psychological characteristics
(the specific qualities, attributes,
traits, factors, and mannerisms that
distinguish one individual from other
individuals) that both determine and • Neo-Freudian
reflect how we think and act. personality theory
• Trait theory
How Does This Marketing Message Apply the

Notion of the Id?
Learning Objective 3.5
3.5 To understand how innovativeness and other

personality traits influence consumer behavior.
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Innovativeness Other Personality Factors
• Motivational factors • Visualizers vs.

• Levels of innovativeness Verbalizers
• Personality • Materialism
– Dogmatism
• Ethnocentrism
– Social character
– Need for uniqueness
– Optimum stimulation level (OSL) Is the ad trying to
– Sensation-seeking appeal to visualizers or
– Variety and novelty-seeking
verbalizers? Explain.
– Need for Cognition
Discussion Question Learning Objective 3.6
What is the difference between fixated 3.6 To understand the personification of

consumption and compulsive consumption? products and brands and its strategic
applications.
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Brand Personality Framework Learning Objective 3.7
3.7 To understand self-image and its impact on

consumer behavior.
Discussion Questions
• How are possessions an extension of the

self?
• How do consumers use self-altering
products?
All rights reserved. No part of this publication may be reproduced, stored in a
• What are the two types of vanity? How does retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
vanity shape consumption behavior? permission of the publisher. Printed in the United States of America.
Copyright © 2015 Pearson Education

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10/8/2019

Chapter 3 Learning Objectives

3.1 To understand the dynamics of motives,

Copyright © 2015 Pearson Education Slide 2 of 35

Chapter 3 Learning Objectives Opening example: Brand personification

3.5 To understand how innovativeness and other

Learning Objective 3.1 The Motivation Process

3.1 To understand the dynamics of motives,

Needs and Goals Application: Goals

• Needs Discussion Questions

Motivations: Technology Use Need Arousal and Selecting Goals

Need Arousal Selecting Goals

What motivates you to share information on Facebook? To blog?

Needs and Goals

Defense Mechanisms Which Defense Mechanism is used?

Learning Objective 3.2 Psychogenic Needs: Murray and Edwards

3.2 To understand motivation theories and their

Maslow’s Hierarchy of Needs To Which of Maslow’s Needs Does This Ad Appeal?

Discussion Questions Trio of Needs

• What are three types of products related to • Power

Learning Objective 3.3 The Measurement of Motives

3.3 To understand how to identify and measure • Self reports

Motivational Research Learning Objective 3.4

How would an advertiser

How Does This Marketing Message Apply the

3.5 To understand how innovativeness and other

Innovativeness Other Personality Factors

• Motivational factors • Visualizers vs.

Discussion Question Learning Objective 3.6

What is the difference between fixated 3.6 To understand the personification of

Brand Personality Framework Learning Objective 3.7

3.7 To understand self-image and its impact on

• How are possessions an extension of the

Copyright © 2015 Pearson Education

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