Irwin/McGraw-Hill Chapter 10 Motivation, Personality, and Emotion

Irwin/McGraw-Hill

Chapter 10Chapter 10Motivation, Personality,Motivation, Personality,

and Emotionand Emotion

Chapter 10Chapter 10Motivation, Personality,Motivation, Personality,

and Emotionand Emotion

Irwin/McGraw-Hill

MotivationMotivationMotivationMotivation

Motivation is the state of drive or arousal that impels behavior toward a goal-object. A drive (motive) is an internal state of tension that

produces actions purported to reduce the tension. A goal-object is something in the external world

whose acquisition will reduce the tension. Motivational Theories:

Maslow’s Hierarchy of Needs McGuire’s Motive Classification

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A Model of the Motivation ProcessA Model of the Motivation ProcessA Model of the Motivation ProcessA Model of the Motivation Process

Drive/Arousal:Cognitive

AutonomicEmotive

Behavior:Approach or Avoidance

Identification of goal-directed behavior

Outcome:Experience of new stateSatisfaction

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Maslow’s HierarchyMaslow’s HierarchyMaslow’s HierarchyMaslow’s Hierarchy

According to psychologist Abraham Maslow, human needs and wants are arranged in a hierarchy.

Higher level needs remain dormant until lower level needs are satisfied.

Though Maslow does not distinguish between needs and wants, marketers do. According to marketers, only the first two needs in Maslow’s hierarchy are “needs,” while the remaining three are “wants.”

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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 motivesare 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.

Maslow’s HierarchyMaslow’s HierarchyMaslow’s HierarchyMaslow’s Hierarchy

© The McGraw-Hill Companies, Inc., 1998

Advanced

Basic

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McGuire’s Classification SystemMcGuire’s Classification SystemMcGuire’s Classification SystemMcGuire’s Classification System

Need for ConsistencyNeed to Attribute

CausationNeed to CategorizeNeed for CuesNeed for IndependenceNeed for Novelty

Need for Self-Expression

Need for Ego-DefenseNeed for AssertionNeed for

ReinforcementNeed for AffiliationNeed for Modeling

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Purchase MotivesPurchase MotivesPurchase MotivesPurchase Motives

Manifest motives are those that are known and acknowledged.

Latent motives are those that are either unknown to the customer or ones that the customer are reluctant to acknowledge.

Researching latent motives often requires use of projective techniques.

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Latent and Manifest Motives Latent and Manifest Motives In a Purchase SituationIn a Purchase Situation

Latent and Manifest Motives Latent and Manifest Motives In a Purchase SituationIn a Purchase Situation


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

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Projective Technique ExampleProjective Technique ExampleProjective Technique ExampleProjective Technique Example

What do you think of the new software that the company installed?

I haven’t used it much yet, but...

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Someone who drinks hot tea is ______________.Tea is good to drink when __________________.Making hot tea is _________________________.My friends think tea is _____________________.


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Results of a word association test with alternative brand names for a new fruit-flavored sparkling water drink included the following:

Possible Brand Name Associated Words

Ormango Green, tart, jungle

Tropical Fruit Juice, sweet, island

Orange Sparkle Light, bubbly, cool

Paradise Passion Fruity, thick, heavy


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Benefit Chain TechniqueBenefit Chain TechniqueBenefit Chain TechniqueBenefit Chain Technique

The benefit chain or laddering technique (based on Means-End Theory) seeks a deeper understanding of how product attributes are associated with personal beliefs and goals.

Thus, it provides insights into why the customer thinks various benefits are important.

Knowing why customers care about certain attributes may suggest the kinds of quality improvements that will be most meaningful to customers.

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Benefit Chain ExampleBenefit Chain ExampleBenefit Chain ExampleBenefit Chain ExampleHere is a typical chain or ladder obtained from a

secretary discussing why she would prefer to use an overnight package delivery service that has drop boxes available:Drop Box Convenient Save Time Can Do More Personal Satisfaction Accomplishment Self-Esteem

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PersonalityPersonalityPersonalityPersonality

Personality is an individual’s characteristic response tendencies across similar situations.

A consistent repeated pattern of behavior is what constitutes personality.

Personality theories can be categorized as either individual or social learning theories, however, many people believe that a combination of both individual characteristics (genetics) and social learning (environment) impact personality.

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Cattell’s Personality Traits*Cattell’s Personality Traits*Cattell’s Personality Traits*Cattell’s Personality Traits*

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

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

versus

versus

versus

versus

versus

versus

versus

versus

* The source trait is in italicsSource: 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.16-17. Reprinted by permission of the copyright owner. All rights reserved.


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Cattell’s Personality Traits*Cattell’s Personality Traits*Cattell’s Personality Traits*Cattell’s Personality Traits*


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

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

versus

versus

versus

versus

versus

versus

* The source trait is in italicsSource: 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.16-17. Reprinted by permission of the copyright owner. All rights reserved.

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EmotionsEmotionsEmotionsEmotions

Emotions are strong, relatively uncontrolled feelings that affect our behavior.

Emotions can be triggered by our environment or by internal processes such as imagery.

Emotions are accompanied by physiological changes.

We interpret emotions based on cognitive thoughts, emotions (specific feelings), behaviors, and affective (like/dislike) responses.

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Nature of EmotionsNature of EmotionsNature of EmotionsNature of Emotions


Interpreted as emotions based on situation

Physiological changes

Thoughts

Behaviors

Affect

Specific feelings

Mentalimagery

Environmentalevent

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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

Emotional Dimensions, Emotions, Emotional Dimensions, Emotions, and Emotional Indicatorsand Emotional Indicators



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. 404-20. Copyright © 1987 by the University of Chicago.

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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





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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





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A person who is prone to headaches or allergies could bear the discomfort stoically, shunning early medication, or he could show hypochondriac tendencies and seek intense medication at the earliest onset of symptoms. This illustrates the impact of ___ on consumer behavior. motivation personality culture memory perception

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Products such as greeting cards, flowers and other kinds of gifts that are bought specifically to promote relationships appear to address which of the “needs” or motives as classified by Maslow? physiological safety belongingness esteem self-actualization

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Irwin/McGraw-Hill Chapter 10 Motivation, Personality, and Emotion