Motivation, Personality and Emotion

What is motivation?

Maslow’s Hierarchy of Need Can same product satisfy different needs?

McGuire’s Psychological motives Need for consistency Need for attribution – looking for a cause Need to categorize Need for objectification (observables cues needed) Need for autonomy- customization, limited edition Need for stimulation (variety seeking) utilitarian need (problem solver) Need for expression Need for reinforcement Need for tension reduction Need for affiliation Need for identification (new roles) Need for modeling

Discovering purchase motive Manifest motive Latent motives– Projective technique third person technique Word association Sentence completion Laddering technique Café with high chair partition

Motivation conflicts Approach approach conflicts Approach-avoidance conflicts Avoidance avoidance conflicts

Personality Individuals’ characteristic response tendencies across similar situations Multi-trait approach Five factor model Extroversion- bold, talkative, people loving Instability- moody, touchy Agreeableness –sympathy, empathy, humility Openness to experience- imaginative, artistic Conscientiousness- careful, precise

Single trait approach A single trait for its relevance to a set of behaviors (consumption related behaviors Consumer ethnocentrism Need for cognition- how much to think (opinion leader?) Consumers’ need for uniqueness

Personality-- brand personality

Communicating brand personality Celebrity endorser (Emma Watson v Miley Cyrus) User imagery Executional factor(tone, media,logo,etc) Blackberry ad

Emotion Product benefit – emotion arousal and reduction Can sad emotion be sold? Emotion dimension – pleasure, arousal, dominance Apollo ad

Emotion in advertising