1. 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

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

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

4. 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!

5. 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)

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

7. 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

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