MKTG 1204 notes week 4 PDF

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MKTG 1204 notes week 4 – motivation, personality and emotion: The nature of motivation: Motivation:  Is the energising force that activates or triggers behaviour and provides purpose, direction and drive that endeavour? Theories of motivation:  To useful needs- based approaches to understanding consumer motivation: Maslow’s hierarchy of needs:  A macro-theory  Designed to account for most human behaviour in general terms, stipulating a natural progression from physiological needs to higher, self-actualisation needs McGuire’s psychological motives:  A fairly detailed motive classification system designed to account for a limited range of consumer behaviours.

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Based on the following four premises: 1) All humans acquire a similar set of motives through genetic endowment and social interaction 2) Some motives are more basic or critical than others 3) The more basic motives must be satisfied to a minimum level before other motives are activated 4) As each motive in the hierarchy is satisfied, the next more advanced motive comes into play.

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Self-actualisation: These needs involve the desire for self-fulfilment, or becoming all that one is capable of becoming. This level is only activated when all others have been satisfied.

McGuire’s psychological motives:  Cognitive preservation motives  Cognitive growth motives  Affective growth motives  Affective preservation motives Cognitive preservation motives:  Motives that focus on achieving a sense of meaning while maintaining equilibrium

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Need for consistency: We want things to make sense Need to attribute causation: Externally or internally, but we determine who or what caused events Need to categorise: Establish frames of reference Need for cues: Symbols and clues to help us make meaning

Cognitive growth models: 1) Need for independence: To be in control and have self-worth. E.g. Nike ‘Just do it’. 2) Need for novelty: People often seek variety and change. 3) Teleological need: We want things to go the way we think they will, desired life outcomes. 4) Utilitarian need: The need to learn new information to solve problems. Affective preservation motives: 1) Need for tension reduction: Look to reduce stress and have leisure. 2) Need for self-expression: Show others our identity and self-concept. 3) Need for ego-defence: Protecting our self-concept or ego. 4) The need for reinforcement: Act in ways that will be rewarded. Affective growth models: 1) Need for assertion: Individuals desire to engage in activities that bring about an increase in selfesteem. 2) Need for affiliation: have social relationships 3) Need for identification: Adopting new roles 4) Need for modelling: Copying others behaviour with our own Latent and manifest motives in a purchase situation:

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Manifest motives: motives that are known and freely admitted Latent motives: motives that either are unknown to the individual or are such that the individual is reluctant to admit them.

Motivation research techniques:

Marketing strategies based on motivation conflict:  Motivational conflict – the outcome of different motives driving consumers to opposite behaviours. Approach-approach motivational conflict:  A consumer faces a choice between two attractive alternatives. The more equal the attraction, the greater the conflict.  Dissonance around making the right choice. Approach-avoidance motivational conflict:  Consumer faces both positive and negative consequences in the purchase of a particular product.  The basis for diet drinks. Avoidance-avoidance motivational conflict:  The consumer faces two undesirable alternatives and is required to choose the ‘lesser of two evils’  E.g. deciding whether to do unwanted house chores or unwanted homework. Approach-avoidance motivational conflict in advertising: Example:

PERSONALITY:  Personality refers to those relatively long-lasting personal qualities that describe how a particular individual responds to the world around them. Individual personality theories:  Theories of personality based on the assumption that all individuals have internal characteristics or traits and that, for these characteristics, there are consistent and measurable differences between individuals.  All individuals have internal characteristics or traits.  For these characteristics, there are consistent and measurable differences between individuals

Social learning theories:

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Social learning theories emphasise the environment as the important determinant of behaviour. These theories are associated with social constructivism, an educational approach based on specific assumptions about reality, knowledge, culture, context and learning. Social constructivism: how people interacting with their environment learn to construct meaning individually and through social activity. E.g. Bandura’s social learning theory. It emphasises the importance of observing and modelling the behaviours, attitudes and emotional reactions of others.

A combined approach:  The position taken in the textbook is that behaviour is a result of some combination of individual traits and the situations people face (external factors). Individual personality traits:  Sigmund Freud  Neo-Freudians  Trait theory Single trait theories: Using one specific trait to explain the behaviour at hand.  Examples: using innovativeness to explain an early adoption of new technology, using status consciousness to explain consumption of luxury goods

The use of personality in marketing: Brand personality:  Brand Personality is a set of human characteristics that become associated with a brand.  Like individuals, many consumer products also have a ‘brand personality’.

Dimensions of brand personality:

Example: communicating brand personality through advertising:

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Brand personality involves ascribing a set of human characteristics to a brand. Here the colour, texture and gritty background of the advertisement convey ruggedness, toughness and an outdoorsy personality.

New measure of brand personality (Geuens et al., 2009):

Emotion:

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Emotions can be described as strong, relatively uncontrolled feelings that affect our behaviour.

Types of emotional states:  8 basic emotional categories: fear, anger, joy, sadness, acceptance, disgust, expectancy, surprise.  (Plutchik)

Emotions and marketing strategy: Emotional arousal: the motivation to activate certain emotional states Emotional arousal as a product benefit:  Consumers have a set of emotional desires that drive them to seek out products and services beyond those that utilitarian task-related needs.  Contribute to fulfilling anticipated symbolism, sensory and affective outcomes.  E.g. sad movies, Disney World

Emotion reduction as a product benefit:  There are many emotional states that are unpleasant to most individuals most of the time.

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E.g. no one likes to feel sad, powerless, humiliated or disgusted. In response to this, marketers design and/or positions to prevent or reduce the arousal of unpleasant feelings. E.g. Retail therapy, flowers

Example:

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Sense of comradery and patriotism

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Sense of fear...