CH10 Motivation , Personality and Emotion

99353008CH10 Motivation , Personality and Emotion

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Motivation is the energizing force that activates behavior and provides purpose and direction to that behavior.Personality reflects the relatively stable behavioral tendencies that individuals display across a variety of situations.Emotions are strong, relatively uncontrollable feelings that affect our behavior.

4The Nature of Motivation Motivation

The Nature of MotivationTwo useful motivation theories:Maslows Hierarchy of NeedsA macro theory designed to account for most human behavior in general terms.McGuires Psychological MotivesA fairly detailed set of motives used to account for specific aspects of consumer behavior.

Maslows Hierarchy of Needs

McGuires Psychological Motivescognitiveaffective

McGuires Psychological Motives10McGuires Psychological MotivesMcGuires Psychological MotivesMcGuires Psychological MotivesiPhone

14Discovering Purchase MotivesHedonic Shopping Motives

Adventure ShoppingSocial ShoppingGratification ShoppingIdea ShoppingRole ShoppingValue Shopping

15Marketing Strategies Based on Motivation ConflictApproach-Approach Motivational Conflict

16Marketing Strategies Based on Motivation ConflictApproach-Avoidance Motivational Conflict

Marketing Strategies Based on Motivation ConflictAvoidance-Avoidance Motivational Conflict

Motivation and Consumer InvolvementInvolvement

19PersonalityPersonality

Multitrait ApproachThe Five-Factor Model of Personality

Single Trait Approach Consumer Ethnocentrism Need for Cognition

Consumers Need for Uniqueness

22The Use of Personality in Marketing Practice

Other times, consumers use products to bolster an area of their personality where they feel weak.Sometimes consumers choose products that fit their personality.The Use of Personality in Marketing Practice Brand image Brand personality

24Dimensions of Brand Personality

Communicating Brand PersonalityThree important advertising tactics:Celebrity Endorsers7-11 CITY CAF

Communicating Brand PersonalityUser Imagery

Levis

27Communicating Brand PersonalityExecutional Factors

Emotion Emotion affect

EX affect intensity

Nature of Emotions

30Emotions and Marketing Strategy emotion arousal EX

Emotions and Marketing Strategy Emotion Reduction

Emotion in Advertising

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