1. Chapter 10 – Learning Objectives Identify the role motivation plays in the purchase decision. Understand how a consumer’s personality is reflected in brand personality. Explain how marketers can respond to customer emotions.

2. A Model of the Motivation Process Identification of goal- directed behaviors Behavior Approach or avoidance Outcome Experience of new state Satisfaction Drive/arousal physical reaction Emotional reaction Thoughts/knowledge Feedback Stimulus Outcome Experience of new state Satisfaction

3. Brand Personality Consumers tend to purchase the product with the personality that most closely matches their own or that strengthens an area in which the consumer feels weak.

4. Marketers & Emotions Marketers can adapt or respond to customer emotions: in the way they design the stimulus - the product. in aiding the meaning appraisal - the promotion.