Download - CH10 Motivation , Personality and Emotion
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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