Chapter 10 Motivation, Personality, and Emotion

Motivation Motivation is the state of drive or arousal that impels behavior toward a goal-object. A drive (motive) is an internal state of tension that produces actions purported to reduce the tension. A goal-object is something in the external world whose acquisition will reduce the tension. Motivational Theories: Maslow’s Hierarchy of Needs McGuire’s Motive Classification

A Model of the Motivation Process Drive/Arousal: Cognitive Autonomic Emotive Outcome: Experience of new state Satisfaction Identification of goal-directed behavior Behavior: Approach or Avoidance

Maslow’s Hierarchy According to psychologist Abraham Maslow, human needs and wants are arranged in a hierarchy. Higher level needs remain dormant until lower level needs are satisfied. Though Maslow does not distinguish between needs and wants, marketers do. According to marketers, only the first two needs in Maslow’s hierarchy are “needs,” while the remaining three are “wants.”

Maslow’s Hierarchy Advanced Basic 5. Self-actualization: This involves the desire for self- fulfillment, to become all that one is capable of becoming. 4. Esteem: Desires for status, superiority, self-respect, and prestige are examples of esteem needs. These needs relate to the individual’s feelings of usefulness and accomplishment. 3. Belongingness: Belongingness motives are reflected in a desire for love, friendship, affiliation, and group acceptance. 2. Safety: Feeling physical safety and security, stability, familiar surroundings, and so forth are manifestations of safety needs. They are aroused after physiological motives are minimally satisfied, and before other motives. 1. Physiological: Food, water, sleep, and to a limited extent, sex, are physiological motives. Unless they are minimally satisfied, other motives are not activated. The McGraw-Hill Companies, Inc., 1998

McGuire’s Classification System Need for Consistency Need to Attribute Causation Need to Categorize Need for Cues Need for Independence Need for Novelty Need for Self-Expression Need for Ego-Defense Need for Assertion Need for Reinforcement Need for Affiliation Need for Modeling

Purchase Motives Manifest motives are those that are known and acknowledged. Latent motives are those that are either unknown to the customer or ones that the customer are reluctant to acknowledge. Researching latent motives often requires use of projective techniques.

Latent and Manifest Motives In a Purchase Situation A large car is more comfortable It’s a high-quality car that performs well A number of my friends drive a Cadillac It will demonstrate that I’m successful It’s a powerful, sexy car and it will help make me powerful and sexy Purchase a Cadillac The linkage between behavior and motives that are known and freely admitted The linkage between behavior and motives that are either unknown or are such that the consumer is reluctant to admit or reveal them The McGraw-Hill Companies, Inc., 1998

Projective Technique Example What do you think of the new software that the company installed? I haven’t used it much yet, but...

Projective Technique Example Someone who drinks hot tea is ______________. Tea is good to drink when __________________. Making hot tea is _________________________. My friends think tea is _____________________.

Projective Technique Example Results of a word association test with alternative brand names for a new fruit-flavored sparkling water drink included the following: Possible Brand Name Associated Words Ormango Green, tart, jungle Tropical Fruit Juice, sweet, island Orange Sparkle Light, bubbly, cool Paradise Passion Fruity, thick, heavy

Benefit Chain Technique The benefit chain or laddering technique (based on Means-End Theory) seeks a deeper understanding of how product attributes are associated with personal beliefs and goals. Thus, it provides insights into why the customer thinks various benefits are important. Knowing why customers care about certain attributes may suggest the kinds of quality improvements that will be most meaningful to customers.

Benefit Chain Example Here is a typical chain or ladder obtained from a secretary discussing why she would prefer to use an overnight package delivery service that has drop boxes available: Drop Box Convenient Save Time Can Do More Personal Satisfaction Accomplishment Self-Esteem

Personality Personality is an individual’s characteristic response tendencies across similar situations. A consistent repeated pattern of behavior is what constitutes personality. Personality theories can be categorized as either individual or social learning theories, however, many people believe that a combination of both individual characteristics (genetics) and social learning (environment) impact personality.

Cattell’s Personality Traits* Reserved: detached, critical, aloof, stiff Affected by feeling: emotionally less stable Humble: stable, mild, easily led, docile, accommodating Sober: taciturn, serious Expedient: disregards rules Shy: timid, threat-sensitive Tough-minded: self-reliant, realistic Practical: down-to-earth versus Outgoing: warmhearted, easygoing, participating Emotionally stable: mature, faces reality, calm Assertive: aggressive, competitive, stubborn Happy-go-lucky: enthusiastic Conscientious: persistent, moralistic, staid Venturesome: uninhibited, socially bold Tender-minded: sensitive, clinging, overprotected Imaginative: bohemian, absentminded * The source trait is in italics Source: Adapted from R. B. Cattel, H. W. Eber, and M. M. Tasuoka, Handbook for the Sixteen Personality Factor Questionnaire (Champaign, IL: Institute for Personality and Ability Testing, 1970), pp.16-17. Reprinted by permission of the copyright owner. All rights reserved. The McGraw-Hill Companies, Inc., 1998

Cattell’s Personality Traits* Forthright: unpretentious, genuine, but socially clumsy Self-assured: placid, secure, complacent, serene Conservative: respecting traditional ideas, conservatism of temperament Group dependent: a joiner and sound follower Undisciplined: lax, follows own urges, careless of social rules Relaxed: tranquil, torpid, unfrustrated, composed versus Astute: polished, socially aware Apprehensive: self-reproaching, insecure, worrying, troubled Experimenting: liberal, freethinking, radicalism Self-sufficient: resourceful, prefers own decisions Controlled: exacting will-power, socially precise, compulsive, following self-image Tense: frustrated, driven, overwrought * The source trait is in italics Source: Adapted from R. B. Cattell, H. W. Eber, and M. M. Tasuoka, Handbook for the Sixteen Personality Factor Questionnaire (Champaign, IL: Institute for Personality and Ability Testing, 1970), pp.16-17. Reprinted by permission of the copyright owner. All rights reserved. The McGraw-Hill Companies, Inc., 1998

Emotions Emotions are strong, relatively uncontrolled feelings that affect our behavior. Emotions can be triggered by our environment or by internal processes such as imagery. Emotions are accompanied by physiological changes. We interpret emotions based on cognitive thoughts, emotions (specific feelings), behaviors, and affective (like/dislike) responses.

Nature of Emotions Specific feelings Environmental event Affect Physiological changes Interpreted as emotions based on situation Affect Mental imagery Behaviors Thoughts The McGraw-Hill Companies, Inc., 1998

Emotional Dimensions, Emotions, and Emotional Indicators Dimension Emotion Indicator/Feeling Pleasure Duty Moral, virtuous, dutiful Faith Reverent, worshipful, spiritual Pride Proud, superior, worthy Affection Loving, affectionate, friendly Innocence Innocent, pure, blameless 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. The McGraw-Hill Companies, Inc., 1998

Emotional Dimensions, Emotions, and Emotional Indicators 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. The McGraw-Hill Companies, Inc., 1998

Emotional Dimensions, Emotions, and Emotional Indicators 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. The McGraw-Hill Companies, Inc., 1998

A person who is prone to headaches or allergies could bear the discomfort stoically, shunning early medication, or he could show hypochondriac tendencies and seek intense medication at the earliest onset of symptoms. This illustrates the impact of ___ on consumer behavior. motivation personality culture memory perception

Products such as greeting cards, flowers and other kinds of gifts that are bought specifically to promote relationships appear to address which of the “needs” or motives as classified by Maslow? physiological safety belongingness esteem self-actualization