Bài giảng Consumer Behaviour - Chapter 10 Motivation, Personality  and Emotion

Chapter 10 Motivation, Personality  and EmotionThe nature of motivationTheories of motivationHow marketers can appeal to consumers’ motivesThe underlying aspects of the theories of personalityThe relationship of personality to marketingHow emotions can be used in marketing strategies1Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsTheories of MotivationMaslow’s hierarchy of needsMcGuire’s psychological motives2Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMaslow’s Hierarchy of NeedsAll humans acquire a similar set of motives through genetic endowment and social interactionSome motives are more basic or critical than othersThe more basic motives must be satisfied to a minimum level before other motives are activatedAs the basic motives become satisfied, the more advanced motives come into play.3Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsPhysiological Needs(Food, water, air, shelter, sex)Safety and Security Needs(Protection, order, stability)Social Needs(affection, friendship, belonging)Maslow’s Hierarchy of NeedsEgo Needs(Prestige, status, self esteem)Self-Actualisation(Self-fulfillment)4Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMcGuire’s Psychological MotivesCognitive preservation motivesCognitive growth motivesAffective growth motivesAffective preservation motives5Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMcGuire’s Psychological Motives: Cognitive MotivesMcGuire’s Psychological Motives: Affective MotivesAppealing to the Individual’s Need for Self-ExpressionAppealing to Consumers’ Need to Enhance their Self-EsteemDiscovering Purchase MotivesManifest motivesLatent motives10Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsLatent and Manifest Motives in a Purchase SituationMotivation Research TechniquesAssociation techniquesword associationsuccessive word associationCompletion techniquessentence completion story completionConstruction techniquescartoon techniquesthird-person techniquespicture techniques12Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMarketing Strategies Based on Motivation ConflictApproach–approachApproach–avoidanceAvoidance–avoidance13Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsPersonalityIndividual personality theoriesSocial learning theoriesA combined approach14Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsPersonality (cont.)Nature of personalityIndividual personality theories Sigmund FreudNeo-FreudiansTrait theory15Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsThe Five-Factor Model of PersonalityThe Use of Personality in MarketingBrand personalityA set of human characteristics that become associated with a brand17Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsDimensions of Brand PersonalityCommunicating Brand Personality through AdvertisingCommunicating Brand Personality through Advertising (cont.)The Nature of EmotionsTypes of EmotionsEmotions and Marketing StrategyEmotion arousal as a product benefitEmotion reduction as a product benefit23Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsNext LectureChapter 11: Attitude and Attitude Change24Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins