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7/21/2019 Motivation Personality Self 2016
http://slidepdf.com/reader/full/motivation-personality-self-2016 1/28
Customer behavior and marketing decisions
The individual consumer: Motivation,
personality and the self-concept
Jeanne Sørensen ent!en
"ssistant #rofessor, #h$
$epartment of usiness Studies
%eas&business'aau'dk
7/21/2019 Motivation Personality Self 2016
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Session topics
Needs and goal
Personality
Consumer identity and self-concept
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Marketeers and consumer needs Needs are not created by marketeers
Marketeers can make consumers aware of unfelt needs
Knowledge of need should be used to stay in forefront
Consumer needs should define companies’ missions
Eg. oogle!
"#e help you organi$e the world’s information and make it uni%ersally
accessible and useful"
վ
"#e pri%ide the world’s best online search engine"
7/21/2019 Motivation Personality Self 2016
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Motivation
Consumers needs &nnate needs 'primary needs(
)c*uired needs 'secondary needs(
Needs are ne%er fully satisfied
New 'higher-order( needs emerge
Consumers’ beha%ior often fulfill more than one need
Needs arise by
&nternal stimuli 'physiological condition+ emotional or cogniti%e
processes(
E,ternal stimuli 'en%ironmental cues(
7/21/2019 Motivation Personality Self 2016
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Consumer needs
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Maslo()s hierchy of needself-
actuali$ation
Ego needs
ocial needs
afety and security needs
Physiological needs
Problems!•Cannot be tested empirically
•Cannot be measured how satisfied one le%el of need must be before the ne,t
higher need becomes operati%e
•Closely bound to contemporary culture
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Motivation
Consumer goals enric goals
Product-specific goals
#hen goals are achie%ed new
higher goals are set
oals can be substituted
&ndi%iduals base goals on their
personal %alues
chiffman+ Kanuk and ansen '/001( p. 203
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Motivation
*nterplay bet(een goals and needs oals and needs are interdependent
igher awareness of goals than of needs
People are more aware of physiological needs thanpsychological needs
)ny gi%en need may be satisfied by many different goals.
4epends on! Personal e,perience
Physical capacity
Pre%ailing cultural norms and %alues )ccessibility in the physical and social en%ironment
)pproach5a%oidance
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#ersonality 4efinition! "6inner psychological characteristics that
both determine and reflect how a person responds to his
or her en%ironment" 'hiffman+ Kanus and ansen+ /001+p. 278(
Personality reflects indi%idual differences
Personality is consistent and enduring
Personality can change
Marketers! Personality is interesting because it can beused for segmentation and targeting related tocommunication planning.
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Theories of personality 9reudian theorie
:nconscious needs or dri%es
Neo-freudian theory '). )dler+ . . ulli%an+ K. orney(
ocial relationships are fundamental to the de%elopment of
personality
;rait theory
Measure of personality in terms of specific psychologicalcharacteristics called traits
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Trait theory ;raits are any distinguishing+ relati%ely enduring ways in which
one indi%idual differs from another"
4ifferent single-trait personality tests Consumer inno%ati%eness
4ogmatism
ocial character
Need for uni*ueness <ptimum stimulation le%el
ensation seeking
=ariety or no%elty seeking
Need for cognition =isuali$ers and %erbali$ers
Materialism+ fi,ated C>+ compulsi%e
Ethnocentrism
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+ive factor theory of personality an
eample of trait theory
?ohn+ <.P. and ri%asta%a+ . ";he big fi%e trait ta,onomy"+ p. 220+ in Per%in+ @. ). and ?ohn+ <. P. '2AAA(+ "andbook of personlity B theory and
research"+ /. ed.
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+ive factor theory of personality an
eample of trait theory
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+ive factor theory of personality an
eample of trait theory
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+ive factor theory of personality an
eample of trait theory
"& am the life of the party" 'e,tro%ersion("& keep in the background" 'intro%ersion(
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#ersonality types based on five factor
theory
S C O R E_ E
X T_ 1
0 - 1 M e a n
S C O R E_ A
G E E_ 1
0 - 1 M e a n
S C O R E_ C
O N_ 1
0 - 1 M e a n
S C O R E_ S
T A_ 1
0 - 1 M e a n
S C O R E_ O
P E N_ 1
0 - 1 M e a n
1,0
0,8
0,6
0,4
0,2
0,0
Cluster1
Cluster2
Cluster3
Trait
factors
Mean
Factor
Score
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rand #ersonality >rand personality refers to the set of human
characteristics associated with a brand
Consumers! >rand personality ser%es symbolic or self-
e,pressi%e functions
E,press own self E,press ideal self
E,press specific dimensions of self
Marketeers! Key way to differentiate a brand
Central dri%er of consumer preference and usage
Common denominator when marketing brands across cultures
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rand personality
>randpersonality
incerity
4own toearth
onest#holesome
cheerful
E,citement
4aring
pirited
&maginati%e
:p-to-date
Competence
eliable
&ntelligentuccessful
ophistication
:pper class
Charming
uggedness
<utdoorsy
;ough
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rand personality
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rand personality vs' #eople personality
)ssumption! ymbolic use of brands is possible because
consumers often imbue brands with human personalitytraits 'e.g. brands as celebrities or famous historical
figures(
>ut6
>rand Dudgement and person Dudgement are not processed in
the same region of the brain ;he self referencing effect may not operate for brands the way
it does for persons
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Self-concept
Multiple sel%es!
)ctual self-image 'how consumers in fact see themsel%es( &deal self-image 'how consumers would like to see themsel%es(
ocial self-image 'how consumers feel others see them(
&deal social self-image 'how consumers would like others to
see them
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#ossessions and the self concept Possessions can be used to satisfy a psychological need to
acti%ely 'the e,tended self(!
)cti%ely create one’s self-concept einforce and e,press self-identity
4ifferentiate oneself and assert one’s indi%iduality
Connect one’s self to significant others
9unction!
9it in
4ifferentiate
ymboli$e accomplicement trengthen belief it will help achie%e future success
)ltering the self
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Conspicuous consumption People choose products to communicate desired
identities and characteristics
>rads assist the signaling process through logos and
e,plicit patterns 'e.g. Nik+ >urberry+ )pple(
Critic!
ome people a%oid ostentatious status symbols because of guilt
ome people prefer e,pensi%e products without %isiblelogos5brands
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Conspicious vs' Subtle signals
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Subtle signals :-shaped relationship between price of product and
conspicousness of the brand
<ften preferred by people with more cultural capital 'e.g.cultural knowledge( in a particular domain
Communicate with others "in the know" F differentiation
from mainstream E,. of product categories! unglasses and handbags
Preferences for subtle signals are stronger in
a( &dentity-rele%ant product domainsb( ituations where consumption is public
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Self-brand connection Psychological and symbolic brand benefits help
consumers construct their self-identity or present
themsel%es to others
>rand choice are used to construct self-identity and
present one-self to others
4ifferent self-concepts can be linked to different brands.
;he dominance of the self-concepts determines therelati%e strength of connection to a brand.
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.ou are (hat you drink/'0
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Self-brand connection 12scalas and
ettman, 34452. >rand G reflects who & am
/. & can identify with >rand G
7. & feel a personal connection to >rand G8. & 'can( use >rand G to communicate who & am to other
people
H. & think >rand G 'could( help me become the type of person &
want to be
I. & consider >rand G to be "me" 'it reflects who & consider
myself to be or the way that & want to present myself to
others3. >rand G suits me well
cale! Not at all -7 B e,tremely well 7 'with a neutral(