Bài giảng Consumer behaviour - Chương 7: Motivation, personality, lifestyles and emotion - Nguyen Hoang Sinh
3/10/2018
Lecture 07
Motivation, Personality, Lifestyles
and Emotion
Internal influences
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 26
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Learning objectives
• Understand the nature of motivation
• Understand some theories of motivation
• Be aware of how marketers can appeal to
consumers’ motives
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Emotion
Learning objectives
• Understand the underlying aspects of the
theories of personality
• Understand the relationship of personality
to marketing
• Be aware of how emotions can be used in
marketing strategies
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Learning objectives
• The nature of emotions
• Types of emotions
• Emotion and marketing strategy
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Emotion
The nature of motivation
Motivation:
• The energising force that activates or
triggers behaviour
• Provides purpose, direction and drive to
that behaviour
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Theories of motivation
• Maslow’s hierarchy of needs
• McGuire’s psychological motives
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Maslow’s hierarchy of needs
Self-Actualisation
(self-fulfillment)
Ego Needs
(prestige, status, self-esteem)
Social Needs
(affection, friendship, belonging)
Safety and Security Needs
(protection, order, stability)
Physiological Needs
(food, water, air, shelter, sex)
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Ví dụ: Nhãn hiệu
NIP Model (Nhu cầu – Thu nhập – Sản phẩm)
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McGuire’s psychological motives
• Cognitive preservation motives
• Cognitive growth motives
• Affective growth motives
• Affective preservation motives
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Emotion
Motivation research techniques
• Association techniques
– Word association/Successive word association
• Completion techniques
– Sentence completion/Story completion
• Construction techniques
– Cartoon techniques
– Third-person techniques
– Picture techniques
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Discovering purchase motives
Latent
motives
Manifest motives
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Latent and manifest motives
• Manifest motives
– Motives that are known and freely admitted
• Latent motives
– Motives that are either unknown to the
individual or are such that the individual is
very reluctant to admit them
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Latent and manifest motives in a
purchase situation
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 307
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Marketing strategies
based on motivation conflict
• Approach–approach motivational conflict
– A choice between two attractive alternatives
• Approach–avoidance
– Consumer faces both positive and negative
consequences
• Avoidance–avoidance
– Consumer faces two undesirable alternatives
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The nature of personality
Personality:
• refers to those relatively long-lasting personal
qualities that describe how individuals respond
to the world around them
• Characteristics based on consumers to be
categorised into different groups
– Psychographics/lifestyle segmentation
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Emotion
Personality (cont.)
• Individual personality theories
– Sigmund Freud
– Neo-Freudians
– Trait theory
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The five-factor model of personality
Core trait
Manifestation
Extroversion
Prefer to be in a group than alone, talkative, bold
Instability
Moody, temperamental, touchy
Sympathetic, kind, polite
Agreeableness
Openness to experience Imaginative, appreciative of art, find novel solutions
Conscientiousness
Careful, precise, efficient
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The use of personality in marketing
• Brand personality
– A set of human characteristics that become
associated with a brand
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Dimensions of brand personality
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 314
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Emotion
The nature of lifestyle
• Lifestyle is the expression of the
individual’s situation, life experiences,
values, attitudes and expectations
• It is defined simply as how the individual
lives
• ‘Lifestyle’ has been used interchangeably
with the term ‘psychographics’
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Determinants of lifestyle
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 403
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Continuum for lifestyle measurements
Lifestyle measurements can be constructed with varying degrees of specificity.
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 405
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Several components of AIO questionnaires
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 405
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VALS Lifestyle System
Source: Quester et al.,
(2014), Consumer
Behaviour: implications
for marketing strategy
7th ed, McGraw-Hill
Education, page 407
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The 8 psychographic segments of VALS
• Innovators
• Thinkers and Believers: ideals motivated
• Achievers and Strivers: achievement
motivated
• Experiencers and Makers: self-expression
motivated
• Survivors
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Household structure and consumption
behaviour
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The nature of emotions
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 316
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Emotion
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Types of emotional states
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Emotions and marketing strategy
• Emotion arousal as a product benefit
– Sad movies
– Disney World
• Emotion reduction as a product benefit
– Retail therapy
– Flowers
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Emotion
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Emotions in advertising
• Humour, disgust, children, and pets have
been used in order to get noticed and
evoke a response from consumers
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Emotion
Topics covered in this lecture
• The nature, theories of motivation
• How marketers can appeal to consumers’
motives
• The underlying aspects of the theories of
personality
• The nature, types of lifestype
• How emotions can be used in marketing
strategies
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Next lecture
• Lecture 08: Social influences:
Demographics, Household, Reference
group and Social class
• Case study:
– The Mickey Mouse aura (p. 366)
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