Chapter Ten:

Motivation, Personality
and Emotion

The more we know, the

better we can satisfy the
customers.

1
 Learning Objectives (LO)
1
2
The nature of motivation Some theories of motivation

3 4
How marketers can appeal to
The underlying aspects of
consumers’ motives
the theories of personality

5 6
The relationship of How emotions can be used
personality to marketing in marketing strategies
2
 LO1. Motivation? What is Motivation?

 Motivation: (noun\mo-ti-va-tion): The act or

process of the motivating, the condition of

being motivated. (merriam-webster dictionary).
 Motivation is the reason for behavior. A

motive is why an individual does something.

 Provides purpose, direction and drive to that

behavior.
 There are numerous theories of motivation, and

many of them offer useful insights for the

marketing manager.

3
 LO2. Theories of Motivation

This section describes two particularly useful approaches.

Maslow’s Hierarchy of Needs

McGuire’s Motive Classification

4
 Maslow’s Hierarchy of Needs

Abraham Maslow
introduced his concept of
Hierarchy of Needs in
1943

Hierarchy suggests that people are motivated to fulfill basic needs

before moving on to others more advanced needs.
5
 Hierarchy depicted as a pyramid

Once the basic needs

are met, people can
move on to the next
level of needs

Basic Needs
Need for foods, water,
sleep, and warmth

6
 Types of needs

7
 Types of needs

8
 Types of needs

9
 Types of needs

10
 Types of needs

11
 Maslow’s Hierarchy of Needs

Application : How could Maslow’s motive hierarchy be used to

develop marketing strategy for the car?
12
 Application of Maslow’s Hierarchy of Needs
to the Marketing of Cars

Source: Kotler, Armstrong and da Silva (2006) Pearson Asia

13
 McGuire’s Psychological Motives

A fairly detailed set of motives used to account for

specific aspects of consumer behavior.

 Cognitive preservation motives

 Cognitive growth motives

 Affective growth motives

 Affective preservation motives

Reading more. Page 353-358.

14
The Nature of Motivation
McGuire’s Psychological Motives

1. Cognitive Preservation Motives

Need
Needfor
forConsistency
Consistency(active,
(active,internal)
internal)

Need
NeedforforAttribution
Attribution(active,
(active,external)
external)
Attribution
AttributionTheory
Theory

Need
Needto
toCategorize
Categorize(passive,
(passive,internal)
internal)

Need
Needfor
forObjectification
Objectification(passive,
(passive,external)
external)

10-15
The Nature of Motivation
McGuire’s Psychological Motives

2. Cognitive Growth Motives

Need
Needfor
forAutonomy
Autonomy(active,
(active,internal)
internal)

Need
Needfor
forStimulation
Stimulation(active,
(active,external)
external)

Teleological
TeleologicalNeed
Need(passive,
(passive,internal)
internal)

Utilitarian
UtilitarianNeed
Need(passive,
(passive,external)
external)

10-16
The Nature of Motivation
McGuire’s Psychological Motives

3. Affective Preservation Motives

Need
Needfor
forTension
TensionReduction
Reduction(active,
(active,internal)
internal)

Need
Needfor
forExpression
Expression(active,
(active,external)
external)

Need
Needfor
forEgo
EgoDefense
Defense(passive,
(passive,internal)
internal)

Need
Needfor
forReinforcement
Reinforcement(passive,
(passive,external)
external)

10-17
The Nature of Motivation
McGuire’s Psychological Motives

4. Affective Growth Motives

Need
Needfor
forAssertion
Assertion(active,
(active,internal)
internal)

Need
Needfor
forAffiliation
Affiliation(active,
(active,external)
external)

Need
Needfor
forIdentification
Identification(passive,
(passive,internal)
internal)

Need
Needfor
forModeling
Modeling(passive,
(passive,external)
external)

10-18
 LO3. Motivation Theory and Marketing
Strategy
So, how does this apply to marketing?

Fact: “Consumers do not buy products; instead, they buy

motive satisfaction or problem solutions” – (Consumer
Behavior – Page 358)
Example: If consumers are hunger, they will go and purchase
food to solve their hungry problem

 Managers must discover the motives that their

product and brands can satisfy and develop marketing
mixes around these motives

19
 Discovering purchase motives

Motives that are known and

freely admitted are called
manifest motives
Latent
motives

Manifest motives

The second group of motives described

above either were unknown to the
20
consumer
 Latent and Manifest Motives in a Purchase
Situation

??? Application: Latent and Manifest Motives in a car

Purchase Situation
21
 Latent and Manifest Motives
In a Car Purchase Situation

A large car is more It will demonstrate that

comfortable I’m successful

It’s a high-quality car that Purchase a

performs well Cadillac

It’s a powerful, sexy car

A number of my friends
and it will help make me
drive a Cadillac
powerful and sexy

Manifest Motives Latent Motives

22
 Marketing Strategies Based on Multiple
Motives

1
Product advertising must
communicate multiple
benefits

3 2
Indirect appeals are Direct
Latent frequently used for appeals are often Manifest
Motive latent effective for manifest Motives
s motives motives

Any given ad may focus on only one or a few purchasing motives.

However, the campaign needs to cover all the important purchase
motives of the target market to position the product.
23
 Marketing Strategies Based on Motivation
Conflict

Approach – Approach – Avoidance

Approach Avoidance – Avoidance

A choice A choice with A choice

between two both positive involving only
attractive and negative undesirable
alternatives consequences outcomes

24
 Approach-approach motivational conflict
in advertising

Consumers must choose between two desirable

alternatives. The marketing solution is to offer the
consumers a product with attractiveness of both
alternatives. Example:

25
 Approach-avoidance motivational conflict
in advertising

Example:
Consumption sugar can produce
positive (sweet) and negative
(healthy problem), resulting of
approach-avoidance motivational
conflict.
 The introduction of artificial
sweeteners helps solve this
conflict

26
 Avoidance-avoidance motivational conflict
in advertising

Consumers are forced to choose between undesirable

alternatives. Marketer can offer a solution to choose
the lesser of two evils.

27
 LO4. Personality

Personality

Personality is an individual’s
characteristic response tendencies across
similar situations.
(Marketing Definition)

 So, How is personality used in

Marketing?

28
 Personality Qualities

 Unique to an individual
 Can be conceptualized as a combination of
specific traits or characteristics.
 Traits are relatively stable and interact with
situations to influence behavior
 Specific behaviors can vary across time

29
 Multitrait Approach

 The five-factor model of personality is commonly used by

marketers, which identifies five basic traits that are formed by
genetics and early learning.
Core trait Manifestation
Extroversion Prefer to be in a group than alone, talkative, bold

Instability Moody, temperamental, touchy

Agreeableness Sympathetic, kind, polite
Openness to experience Imaginative, appreciative of art, find novel
solutions
Conscientiousness Careful, precise, efficient

Clearly, the more we know, the better we can satisfy these customers.

30
 Single Trait Approach

 Single trait theories

emphasize one trait as being
particularly relevant.
 They do not suggest that
other traits are nonexistent or
unimportant.
 Rather, they study a single
trait for its relevance to a set
of behaviors.

31
 LO5. The use of personality in marketing practice

Other times,
Sometimes co n su m er s use
consumers choose products to bolster
products that fit their an area of their
personality. personality where
they feel weak.

A timid person doesn’t

use a sport car. “It is just But, a timid person who
not me” wants to feel more
assertive might driver a
powerful sport car

Clearly, products and brands help consumers express their personality

32
 Use of Personality in Marketing Practice

Brand image is what people think of and feel when they

hear or see a brand name.

Brand personality is a set of human characteristics that

become associated with a brand and are a particular type
of image that some brands acquire.

33
 Video Application

The following Video Clip demonstrates how Apple built

brand personality with its “Think Different” integrated
marketing campaign!

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 10-35
10-35
 Dimensions of Brand Personality
Brand personality
A set of human characteristics that become associated with a brand

Wrangler

36 Dimensions of Brand Personality

 The use of personality in marketing practice

Celebrity Endorsers User Imagery

Celebrity involves showing a
endorsers are often typical user along
Advertising
a useful way to with images of the
strategies
personify a brand. types of activities
The characteristics they engage in
and meaning of the while using the
celebrity can brand.
transfer to the
brand Executional Factors

go beyond the core message to include

“how” it is communicated

37
 Celebrity Endorsers
Celebrity endorsers are often a useful way to personify a
brand. The characteristics and meaning of the celebrity can
transfer to the brand.

38
 User imagery
User imagery involves
showing a typical user
along with images of the
types of activities they
engage in while using the
brand.

User imagery helps to

define who the typical user

is in terms of their traits,

activities, and emotions.

39
 Executional factors
 go beyond the core message to
include “how” it is communicated,
such as the
• “tone” of the ad (serious vs.
quirky)
• appeal used (fear vs.
humor)
• logo and typeface
characteristics (scripted font may
signal sophistication)
• pace of the ad
• media outlet chosen

40
 LO6. Emotion & Marketing Strategy

What is this consumer feeling?

41
 LO6. Emotion & Marketing Strategy

 Emotion is the identifiable specific feeling, and affect is the

liking/disliking aspect of the specific feeling.

 Emotions are strong, relatively uncontrolled feelings that

affect behavior.
 Emotions are strongly linked to needs, motivation, and

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

emotional than others, a consumer trait referred to as affect

intensity.
42
 Nature of Emotion

First, emotions are often triggered by environmental events, also can

be initiated by imagery
Second, emotions are accompanied by physiological changes
Third, emotions generally, though not necessarily, are accompanied by
cognitive thought.
43 A fourth characteristic is that emotions have associated behaviors.
 Dimensions of Emotion

Emotional
Dimension
Pleasure

Arousal

Dominance
Source: Adapted from M. B. Holbrook and R. Batra, “Assessing the Role of Emotions on
Consumer Responses to Advertising,” Journal of Consumer Research, December 1987, pp. 404–
44 20.
 Emotion
Emotional Dimensions, Emotions, and Emotional Indicators (1)

Dimension Emotion Indicator/Feeling

Pleasure Duty Moral, virtuous, dutiful
Affection Loving, affectionate, friendly
Pride Proud, superior, worthy
Innocence Innocent, pure, blameless
Faith Reverent, worshipful, spiritual
Gratitude Grateful, thankful, appreciative
Serenity Restful, serene, comfortable, soothed
Desire Desirous, wishful, craving, hopeful
Joy Joyful, happy, delighted
Competence Confident, in control, competent

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.

45
 Emotion
Emotional Dimensions, Emotions, and Emotional Indicators (2)

Dimension Emotion Indicator/Feeling

Arousal Interest Attentive, curious
Hypoactivation Bored, drowsy, sluggish
Activation Aroused, active, excited
Surprise Surprised, annoyed, astonished
Déjà vu Unimpressed, uninformed, ,unexcited
Involvement Involved, informed, enlightened,
benefited
Distraction Distracted, preoccupied, inattentive
Surgency Playful, entertained, lighthearted
Contempt Scornful, contemptuous, disdainful

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.

46
 Emotion
Emotional Dimensions, Emotions, and Emotional Indicators (3)

Dimension Emotion Indicator/Feeling

Dominance Conflict Tense, frustrated, conflictful
Guilt Guilty, remorseful, regretful
Helplessness Powerless, helpless, dominated
Sadness Sad, distressed, sorrowful, dejected
Fear Fearful, afraid, anxious
Shame Ashamed, embarrassed, humiliated
Anger Angry, initiated, enraged, mad
Hyperactivation Panicked, confused, overstimulated
Disgust Disgusted, revolted, annoyed, full of
loathing
Skepticism Skeptical, suspicious, distrustful
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.

47
 LO6. Emotions and Marketing Strategy

Marketers have always used emotions to guide the

following on an intuitive level:

• product positioning

• sales presentations, and

• advertising

However, systematic study of the relevance of emotions in

marketing strategy is relatively new.

48
 Emotions and Marketing Strategy

Emotions play a role in a wide range of marketing situations

relating to products, retailing, consumer coping, and
advertising.
1. Emotion Arousal as a Product and Retail Benefit
Consumers actively seek products whose primary or secondary
benefit is emotion arousal.
2. Emotion Reduction as a Product Benefit
Marketers design or position many products to prevent or
reduce the arousal of unpleasant emotions.

49
 Emotion in Advertising
 Emotion arousal is often used in advertising regardless of whether
it is specifically relevant to the brand’s performance  enhances
customers’ attention, attraction, and maintenance capabilities

Michelin use image to sell the tires are Coca-Cola ad says that open the happy
the best can
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 Summary

 LO1: Define motivation and summarize the motivation sets put

forth by Maslow and McGuire.

 LO2: Articulate motivation’s role in consumer behavior and

marketing strategy
 LO3: Define personality and the various theories of personality
 LO4: Discuss how brand personality can be used in developing

marketing strategies
 LO5: Define emotions and list the major emotional dimensions
 LO6: Discuss how emotions can be used in developing marketing

strategies

51
 Home works
 Group of 3-4 students will be given a case as below
to prepare a short presentation.
Case 1.
 Find and copy or describe advertisements that appeal to each level of Maslow’s
hierarchy. Explain why the ads appeal to the particular levels.

Case 2. (choose 1)
 Find and copy an ad that you feel communicates a strong brand personality. Describe
that personality in terms of the dimensions of brand personality.
 Describe the various techniques used in the ad (e.g., celebrity endorser, user imagery,
and executional factors) and how that links to the personality they are communicating

Case 3.
 Find and copy or describe an ad that contains direct appeals to manifest motives and
indirect appeals to latent motives. Explain how and why the ad is using each
approach.

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 Q&A

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