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AMITY GLOBAL

BUSINESS SCHOOL Chandigarh

1

Personality, Motivation

& Learning.

Module 2

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Personality: Definition• It is those inner psychological

characteristics that both

determine & reflect how aperson responds to his / herenvironment.

• It is the sum total of all traits,experiences and behaviors

that make up a person.• They exhibit characteristics

like ambitious, extrovert,introvert, authoritative,

outgoing, stubborn etc.

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Personality Theories:1. Trait Theory

• A trait is defined as “an enduring attribute of aperson that appears constantly in variable of

situations.”

• Trait distinguishes ones personality from

another.

• E.g. affiliation, achievement, anxiety,

aggression, dependency etc.

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Cartell’s 16 sets

of Personality Traits• Expedient Vs conservative

• Group dependant Vs Self sufficient

• Docile Vs aggressive

• Unpretending Vs polished

• Serious Vs happy go lucky

• Unstable Vs stable

• Trusting Vs suspicious

• Conservative Vs experimentation

• Practical Vs imaginative

• Relaxed Vs tense

• Undisciplined Vs controlled

• Shy Vs uninhibited

• Reserved Vs outgoing

• Tough minded Vs tender minded

• Self assured Vs Self respective

• Dull Vs bright

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2. Freudian Psychoanalytic Theory

• Sigmund Freud introduced personality as motivating

force in human behavior.• This theory states that man is motivated more by

unforeseen forces than is controlled by consciousrational thought.

• According to Freud human mind is composed of 3

elements a) Conscious state b) Unconscious state c)Sub conscious state

• The theory states that personality consists of 3structures within human mind though interrelated butoften conflicting- the id, the ego & the super ego.

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• The Id: This is the original & most basic system of humanpersonality. Its part of one psyche that leads to strong drives &urges. The behavior is childish, irrational, never satisfied,demanding & destructive for others. e.g. a student feeling veryhungry, though expecting his lunch box from home in next 30minutes, rushes to a canteen of his institute & snatches a burger

from another student.• The Super Ego: It represents noblest thoughts, ideas , feelings

acquired from parents, teachers, friends, religion etc. Here theindividual acts in accordance with values & standards of society.E.g. a student in a similar situation would wait for his lunch ratherthan creating a scene at the canteen

• The Ego: This acts as a control device maintaining the balancebetween Id & Super ego. This avoids any situation of conflict. e.g. Inthe similar case the hungry student would rush to the canteen &request the student to share some portion of his burger and wouldalso give him back some portion of food when his lunch box reaches

institute.

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Self Concept/ Self Image• Individuals have specific perception & image of

themselves.

• These are closely connected to the personality of theproducts or services patronized by them.

• Consumers tend to purchase goods or services whichaccording to them have symbolic image closely relatedto their self image.

• Self Concept can be described as how one perceiveshimself & his behavior in the market place.

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• Actual Self : This explains how an individual actuallyperceives himself.

• Ideal Self : This is concerned with how an individualwould like to ideally perceive himself.

• Expected Self : This kind of image lies in between actual& ideal self images.

• Social Self : This is how a person thinks others perceivehim.

• Ideal Social Self : This is how a person would like othersto perceive him.

• Situational Self : This is a person‟s self image in aspecific situation.

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Motivation:

• Motivation is a driving force within individuals that impels them to actions.

• The term is derived from Latin word ‘movere’ which means „ to move‟.

Unfulfilled needs,

wants Tension Drive Behavior

Consumption

Tension

Reduction

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Maslow Need HierarchyThere are five different levels in Maslow’s hierarchy of needs:

• Physiological Needs These include the most basic needs that are vital tosurvival, such as the need for water, air, food and sleep.Maslow believed that these needs are the most basicand instinctive needs in the hierarchy because all needsbecome secondary until these physiological needs aremet.

• Security Needs

These include needs for safety and security. Securityneeds are important for survival, but they are not asdemanding as the physiological needs. Examples ofsecurity needs include a desire for steady employment,health insurance, safe neighborhoods and shelter from

the environment.

http://psychology.about.com/od/theoriesofpersonality/ss/maslows-needs-hierarchy_2.htm




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Maslow’s Hierarchy of Needs

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• Social Needs These include needs for belonging, love and affection. Maslowconsidered these needs to be less basic than physiological andsecurity needs. Relationships such as friendships, romanticattachments and families help fulfill this need for companionship andacceptance, as does involvement in social, community or religiousgroups.

• Esteem Needs After the first three needs have been satisfied, esteem needsbecomes increasingly important. These include the need for thingsthat reflect on self-esteem, personal worth, social recognition andaccomplishment.

• Self-actualizing Needs

This is the highest level of Maslow‟s hierarchy of needs. Self -actualizing people are self-aware, concerned with personal growth,less concerned with the opinions of others and interested fulfillingtheir potential.









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Maslow’s Hierarchy of Needs • All humans acquire a similar set of motives through

genetic endowment and social interaction.

• Some motives are more basic or critical than others.

• The more basic motives must be satisfied to a

minimum level before other motives are activated.

• As the basic motives become satisfied, the more

advanced motives come into play.

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Consumer Motivation:

Key Characteristics

• Consumers are driven by tension reduction

• Consumers are motivated to achieve goals

• Needs are never fully satisfied• Success & failure influence goals

• Consumer motives are both overt & hidden.

• New needs emerge as old ones get satisfied.

• Needs & goals keep constantly changing.• Consumers have a thirst for variety

• Consumer motivation reflects individual differences

• Consumer motivation is dependant on the degree of

liking towards a product/ service.

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Consumer Learning:

• Consumer Learning is the process by

which individuals acquire thepurchase and consumption

knowledge and experience they apply

to future related behavior.Most of the learning is incidental.

Some of it is intentional.

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Learning as a Key to Consumer

Behaviour

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Why Marketers are Concerned aboutHow Consumers Learn

• Marketers want to “teach” consumers about theirproducts – product attributes

– where to buy them

– how to use and dispose of them

• They want to know how effective they have beenin communicating with the consumer – directly, through advertisements

– Indirectly, through product appearance, packaging,price and distribution channels

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Range of Learning Situations

• Learning occurs at various levels ofconsumer involvement

• Low-level involvement: consumers have

little or no motivation to process theinformation

• High-involvement learning: consumers are

highly motivated to process the information

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Theories:There are 2 theories on how Individuals

learn:

• Behavioral Theory

• Cognitive Theory

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BEHAVIORAL LEARNING THEORY

The behavioral learning theory is

represented as an S-R paradigm. The

organism is treated as a “black box.”

We only know what is going on inside

the box by the organism’s overt

behavior .

Stimulus

(S)

Organism

(O)

Response

(R)

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Major Behavioral Theories:• Classical Conditioning : all organisms as

relatively passive entities that could be taughtcertain behaviors through repetition (i.e.,conditioning)

• Instrumental Conditioning: Learning occursthrough Trial & Error process, with habits formed asa result of rewards received for certain responses or

behaviors.• Observational Conditioning or Vicarious Learning:

the process through which individuals learn behaviorby observing the behavior of others and the

consequences of such behavior.

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Cognitive Learning:

• It involves PROBLEM SOLVING.

• It is concerned with how information isprocessed by the human mind: how it isstored, retained, and retrieved.

• Involvement theory proposes that people

engage in limited information processing insituations of low relevance to them andpeople engage in extensive informationprocessing in situations of high relevance.

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Major CognitiveLearning Theory:

• Discovery Learning: It says anybody can

learn anything at any age, provided it isstated in terms they can understand

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New material is

presented in asystematic way, and

is connected to

existing cognitive

structures in a

meaningful way.

Meaningful Learning Theory

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•People learn from thinking and problem solving

situations.

• People search for information to take purchase

decisions.

• Cognitive theory involves complex mental

processing of information.

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Comparison between Cognitive

& Behavioral Learning Theories:

BEHAVIORAL LEARNING

•Behavioral learning is

defined as observable

responses to stimuli.

•It is an action.

•This results from

pleasant or unpleasant

experiences in life.

COGNITIVE LEARNING

•Cognitive learning is a

function of mental

processing.

•It is a thought.

•This learning is based

upon mental processes.

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Implications for Marketers

• Marketers draw on both cognitive and operantconditioning theories

• Providing information about a product (e.g.,

eggs are OK to eat) draws on cognitive theory• Providing rewards (e.g., frequent flyer miles,

coupons, etc.) draws on classical conditioning

theory

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Brand Loyalty

• A consumer‟s consistent preference for and

purchase of a specific brand

1. In high-involvement purchases (e.g., a car) it

reduces risk and facilitates selection

2. In low-involvement purchases (e.g., tissues) it

saves time and effort

• Brand loyalty generally results from consistent

positive experiences with a company and/or its

products

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• There has been a recent decline in brand

loyalty

1. Boredom or dissatisfaction with the products

2. Variety-seeking

3. Increased concern with price

• To counter these actions, marketers have

adopted a number of programs (e.g., frequentflyer) that reward brand loyalty

Documents

CB_Module_2_2011[1]