Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 1 Motivation, Personality and Emotion Chapter 10  The nature of motivation  The theories of motivation  How marketers can appeal to consumers’ motives  The underlying aspects of the theories of personality  The relationship of personality to marketing  How emotions can be used in marketing strategies

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 2 Maslow’s Needs Hierarchy

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 3 McGuire’s Psychological Motives  Internal: non- social motives ô consistency ô causation ô categorisation ô cues ô independence ô novelty  External: social motives ô self-expression ô ego-defence ô assertion ô reinforcement ô affiliation ô modelling

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 4 Motives Manifest motives Latent motives

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 5 Motivation Research Techniques  Association techniques ôword association ôsuccessive word association  Completion techniques ôsentence completion ôstory completion  Construction techniques ôcartoon techniques ôthird person techniques ôpicture techniques

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 6 Motivation Conflict  Approach – approach  Approach – avoidance  Avoidance – avoidance

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 7 Personality  Individual personality theories  Social learning theories  A Combined approach

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 8 Personality and Emotions  Nature of personality  Theories related to personality ôSigmund Freud ôNeo-Freudians ôTrait theory  Personality and segmentation  Emotions

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 9 Colours and Consumer Perceptions

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 10 Apparent self ActualSelf Perceived self Ideal self Social self

Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 11 Nature of Emotions