1. Marketing 334 Consumer Behavior
Chapter 10
Motivation, Personality, and Emotion
Based on Consumer Behavior, 10th edition by Hawkins, Mothersbaugh and Best

2. The Nature of Motivation
Motivation is the reason for behavior.
A motive is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.
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3. The Nature of Motivation
Two useful motivation theories:
Maslow’s Hierarchy of Needs
A macro theory designed to account for most human behavior in general terms.
McGuire’s Psychological Motives
A fairly detailed set of motives used to account for specific aspects of consumer behavior.

4. Nature of Motivation
McGuire’s Psychological Motives

5. Nature of Motivation
McGuire’s Psychological Motives

6. Nature of Motivation
McGuire’s Psychological Motives

7. Nature of Motivation
McGuire’s Psychological Motives

8. Motivation Theory and Marketing Strategy
Latent and Manifest Motives in a Purchase Situation

9. Motivation Theory and Marketing Strategy
Hedonic Shopping Motives
Adventure Shopping
Social Shopping
Gratification Shopping
Idea Shopping
Role Shopping
Value Shopping
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10. Motivation Theory and Marketing Strategy
Marketing Strategies Based on Motivation Conflict
Three types of motivational conflict:
Approach-Approach Motivational Conflict
A choice between two attractive alternatives
Approach-Avoidance Motivational Conflict
A choice with both positive and negative consequences
Avoidance-Avoidance Motivational Conflict
A choice involving only undesirable outcomes
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11. Personality
Personality is an individual’s characteristic response tendencies across similar situations.

12. Personality
Multitrait Approach
The Five-Factor Model is the most commonly used by marketers and identifies five basic traits that are formed by genetics and early learning.
Single Trait Approach
Consumer Ethnocentrism
Need for Cognition
Consumers’ Need for Uniqueness

13. Personality
The Five-Factor Model of Personality

14. Personality Three additional traits: Consumer Ethnocentrism
Need for Cognition (NFC)
Consumers’ Need for Uniqueness
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15. The Use of Personality in marketing Practice
Dimensions of Brand Personality

16. The Use of Personality in Marketing Practice
Communicating Brand Personality
Three important advertising tactics:
Celebrity Endorsers
User Imagery
Executional Factors
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17. Candies
Courtesy Candies, Inc.

18. Bud Light
© Anheuser-Busch, Inc., Bud Light Beer, St. Louis, MO

19. Pepsi
Courtesy Pepsi-Cola North America.

20. Next Step
© Mead Johnson and Company

21. Emotion
Dimensions of Emotion
Pleasure
Arousal
Dominance
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22. Sandals Resorts
Courtesy: Unique Vacations, Inc. is the worldwide representative for Sandals Resorts.

23. Nokia
Courtesy Bates Hong Kong, Ltd.

24. Save the Children
Courtesy Save the Children