1. Motivation, Personality, and Emotion
CHAPTER TEN
Motivation, Personality, and Emotion
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Consumer Motivation 10-1 Involvement and Affect Actual State
Goal- directed Behavior
Drive State
Need Recognition
Incentive Objects
Stimulus
Desired State
General Theories
Maslow Heirarchy of Needs
McClelland’s theory of learned needs
Motivation: An activated state within a person that leads to goal-directed behavior.
It is the reason for behavior.
Motive: An unobservable inner force that stimulates and compels a behavioral response
and provides specific direction to that response.
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

3. Maslow’s Motive Hierarchy
10-2
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.
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

4. Latent and Manifest Motives In a Purchase Situation
10-3
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
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

5. Cattell’s Personality Traits*
10-4
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 Reprinted by permission of the copyright owner. All rights reserved.

6. Cattell’s Personality Traits*
10-4 (II)
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 Reprinted by permission of the copyright owner. All rights reserved.

7. Dimensions of Brand Personality
10-5
Brand personality
Excitement
Competence
Sophistication
Daring
Spirited
Imaginative
Up-to-date
Reliable
Intelligent
Successful
Upper class
Charming
Sincerity
Ruggedness
Down-to-earth
Honest
Wholesome
Cheerful
Outdoorsy
Tough
Source: J.L. Aaker, “Dimensions of Brand Personality,” Journal of the Marketing Research, August 1997, p. 352.

8. Nature of Emotions 10-6 Specific feelings Environmental event Affect
Thoughts
Behaviors
Affect
Specific feelings
Environmental event
Physiological changes
Interpreted as emotions based on situation
Mental imagery
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

9. Emotional Dimensions, Emotions, and Emotional Indicators
10-7
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 Copyright © 1987 by the University of Chicago.

10. Emotional Dimensions, Emotions, and Emotional Indicators
10-7 (II)
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 Copyright © 1987 by the University of Chicago.

11. Emotional Dimensions, Emotions, and Emotional Indicators
10-7 (III)
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 Copyright © 1987 by the University of Chicago.