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7/25/2019 Consumer Motivation and Personality
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CONSUMER
MOTIVATION ANDPERSONALITY
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Motivation
Needs
Personality
Brand personi!ation
Ant"ropo#orp"is#
CORE CONCEPTS
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T$E DYNAMICS O% MOTIVATION
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Mar&eter don't !reate needs Ma&e !ons(#ers a)are o* t"eir (n*elt need
Co#panies *o!(s on needs t"ey satis*y
Need *o!(sed denitions
+e #eet everyday needs *or n(trition, "y-iene andpersonal !are )it" .rands t"at "elp people *eel -ood, loo&-ood and -et #ore o(t o* li*e
is !o##itted to en"an!in- people/s lives .yo0erin- tastier and "ealt"ier *ood and .evera-e !"oi!es
at all sta-es o* li*e and at all ti#es o* t"e day1
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Needs P"ysiolo-i!al needs
Psy!"olo-i!al needs
2oals
2eneri! -oals Prod(!t -oals
Need aro(sal
Sele!tin- -oals Approa!" o.3e!t
Avoidan!e o.3e!t
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Needs and -oals are interdependent P(rpose*(l s"oppin-
Re!reational s"oppin-
A!tivity spe!i! s"oppin-
De#and spe!i! s"oppin-Needs are never *(lly satised
Ne) needs e#er-e on!e old are satised
S(!!ess and *ail(re in4(en!e -oals
%r(stration and de*ense #e!"anis# A--ression, rationali5ation, re-ression, )it"dra)al,
pro3e!tion, daydrea#in-, identi!ation, repression
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M(rray's list o* psy!"o-eni! needs A#.ition, #aterialisti!, po)er, a0e!tion, in*or#ation
Allen Ed)ards developed a sel* ad#inisteredpersonality inventory
A!"ieve#ent, e6"i.ition, a7liation, po)er8do#inan!e,!"an-e, order
SYSTEMS O% NEEDS8 NEEDT$EORIES
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SOCIAL
Egoistic
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A Trio o* Needs Po)er
A7liation
A!"ieve#ent
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Sel* reportin-
9(alitative resear!"
Motivational resear!" C(lt(re and need states
T$E MEASUREMENT O% MOTIVES
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T"e *a!ets o* personality Individ(al di0eren!es
Consistent and end(rin-
C"an-ea.le
T$E NATURE AND T$EORIES O%PERSONALITY
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%re(dian t"eory
Non: %re(dian t"eory
Trait t"eory
T$EORIES O% PERSONALITY
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Id
E-o
S(pere-o
%REUDIAN T$EORY
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Al*red Adler Rational -oals; style o* li*e
E0ort to over!o#e *eel o* in*eriority
Sta!& S(llivan
+or&ed on red(!tion o* an6iety in "(#an
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Innovativeness
Materialis#
Et"no!entris#
TRAIT T$EORY
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Cons(#er innovators and innovativeness
Inspiration o* innovativeness
St(dy = %(n!tional *a!tors
$edoni! *a!tors So!ial *a!tors
Co-nitive *a!tors
St(dy > 2lo.al innovativeness
Do#ain spe!i! innovativeness
Innovative .e"avior
PERSONALITY TRAITS ANDCONSUMER BE$AVIOR
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Do-#atis#
So!ial !"ara!ter? inner vers(s ot"er dire!tedness
Need *or (ni@(eness
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Opti#(# sti#(lation level
Sensation see&in-
Variety and novelty see&in- E6ploratory p(r!"ase .e"avior
Vi!ario(s e6ploration Usin- innovativeness
Need *or !o-nition
Vis(ali5ers vs1 ver.ali5ers
Cons(#er #aterialis#
%i6ated !ons(#ptionCo#p(lsive !ons(#ption
Cons(#er et"no!entris#
Personality and !olo(r
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Brand personi!ation %(n!tional
sy#.oli!
Ant"ropo#orp"is#
Relation .et)een "(#an and .rand personality Atta!"#ent an6iety
Avoidan!e an6iety
PRODUCT AND BRANDPERSONI%ICATION
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Prod(!t personality and -enderToyota !orolla
Nes!a*e
Pean(ts
Dairy #il& Mira
Prod(!t personality and -eo-rap"y 2ree& yo-(rt
Italian pasta
+e.site personality Intelli-ent, *(n, or-ani5ed1 sin!ere
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Types o* sel* i#a-e A!t(al
Ideal
So!ial
Ideal:so!ialT"e e6tended sel*
A!t(ally
Sy#.oli!ally
Con*errin- stat(s
%eelin- o* i##oralityAlterin- t"e sel*
P"ysi!al vanity
A!"ieve#ent vanity
T$E SEL% AND SEL% IMA2E