r 3

t e
a p
Ch

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Opening example: Brand personification

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The Motivation Process

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Needs and Goals

• Needs
– Physiological
– Psychological
• Goals
– Generic
– Product-specific

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Application: Goals

Discussion Questions

What is the generic goal?

What is the product-

specific goal?

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 Motivations: Technology Use

Motivations of Bloggers
(1)self-expression
(2)documenting one’s life
(i.e., keeping a diary)
(3)identifying other
influential bloggers

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

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Need Arousal and Selecting Goals

Need Arousal Selecting Goals

• Internal stimuli • Factors
• Emotional or cognitive – personal experiences and
processes knowledge
– physical capacity
• External stimuli
– cultural norms and values
– goal accessibility
• Approach objects
• Avoidance objects

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Needs and Goals

• Needs and goals are interdependent

• Needs are never fully satisfied
• New needs emerge as old ones are satisfied
• Success and failure influence goals

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 e d
fi n
e
D Frustration and Defense
Mechanisms

Frustration is the feeling that results

from failure to achieve a goal, and
defense mechanisms are cognitive
and behavioral ways to handle
frustration.

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Defense Mechanisms

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Which Defense Mechanism is used?

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Psychogenic Needs: Murray and Edwards

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Maslow’s Hierarchy of Needs

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

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Discussion Questions

• What are three types of products related to

more then one level of Maslow’s Hierarchy
of Needs?
• For each type of product, consider two
brands. How do marketers attempt to
differentiate their product from the
competition?

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Trio of Needs

• Power
• Affiliation
• Achievement

Which of the trio of

needs does the ad
appeal to?

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The Measurement of Motives

• Self reports
• Qualitative Research
• Motivational Research

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 Motivational Research
• Dr. Ernest Dichter
• Based on Sigmund
Freud’s psychoanalytic
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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 e d
fi n
e
D Personality
The inner psychological characteristics
(the specific qualities, attributes,
traits, factors, and mannerisms that
distinguish one individual from other
individuals) that both determine and
reflect how we think and act.

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Theories of Personality

• Freudian theory

• Neo-Freudian
personality theory
• Trait theory

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How Does This Marketing Message Apply the
Notion of the Id?

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Innovativeness

• Motivational factors
• Levels of innovativeness
• Personality
– Dogmatism
– Social character
– Need for uniqueness
– Optimum stimulation level (OSL)
– Sensation-seeking
– Variety and novelty-seeking
– Need for Cognition

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 Other Personality Factors

• Visualizers vs.
Verbalizers
• Materialism
• Ethnocentrism

Is the ad trying to appeal

to visualizers or
verbalizers? Explain.

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Discussion Question

What is the difference between fixated

consumption and compulsive consumption?

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Brand Personality Framework

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Discussion Questions

• How are possessions an extension of the

self?
• How do consumers use self-altering
products?
• What are the two types of vanity? How does
vanity shape consumption behavior?

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