MOTIVATION, PERSONALITY, AND EMOTION

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Presentation transcript:

MOTIVATION, PERSONALITY, AND EMOTION Motivation--what is it? Perspectives on motivation and personality Conflicts between motivation Maslow’s Hierarchy of Needs The Means-End Chain

PERSPECTIVES ON CONSUMER BEHAVIOR Behavioral (e.g., Skinner) Social learning Cognitive Biological Rational expectations (economic) Psychoanalytic (e.g., Freud)

Maslow’s Hierarchy of Needs SELF- ACTUALIZATION ESTEEM LOVE AND BELONGING SAFETY PHYSIOLOGICAL

Overt, Hidden, and Multiple Motives Overt: Some motives are known (e.g., “I want a nice house.”) Multiple: Motives can conflict, and can act in concert Hidden: Some motives are unconscious (e.g., desire for new car may cover hidden motive to impress others) ---> not possible to reliably infer motives from behavior (many different motives could have caused the same behavior.) A great place to hide motives!

Conflicts Between Motives Approach-avoidance (alternative has good and bad consequences) Approach-approach (choice between two good, mutually exclusive options) Avoidance-avoidance (lesser of two evils)

Laddering and the Means-End Chain Self-esteem Feeling of power Values Performance Consequences Fast acceleration Attributes Large engine

Personality and Consumer Behavior Only modest relationships found; however, much research was ill conceived Theory needs to be relevant and product specific “Brand personalities”--creating a “personality” for a brand to match a consumer

Emotion Products offering benefits of Fear appeal arousal (stimulation) emotion reduction Advertising opportunities attention processing liking memory empathy Fear appeal Optimal intensity Solution offered