Motivation, Personality & Emotions

Dr. Rohit Vishal Kumar Reader, Department of Marketing Xavier Institute of Social Service Ranchi - 834001

Motivation

Motivation
Motivation:

It is the reason for any behaviour either consumer or otherwise It is a construct representing an unobservable inner force that stimulates and compels a behavioural response and provides specific direction to that response

Motive:

Maslows Hierarchy of Needs

Five Levels of Needs

Physiological Needs Safety Needs Social Needs Esteem Needs Self Actualization Needs

An individual first fulfills the baser needs and then progresses to higher level needs Manifestation of need may be different in different culture

Germany (Self Actualization):

Washing a self owned luxury car with mineral water

India (Self Actualization)

Giving up worldly wealth for religion

McGuires Psychological Motive

16 categories of basic motives divided in to 4 groups Based on 4 categories on two broad Criteria

Mode of Motivation: Cognitive / Affective

Cognitive motive focuses on a persons needs for being oriented towards the environment and achieving a sense of meaning Affective motive focuses on achieving a satisfaction state

Focus on: Status Quo / Growth

Preservation motive focuses on achieving a state of equilibrium Growth motive emphasizes development

Further subdivided using two more criteria

Source for Behaviour:

Actively Initiated Response to Environment

Objective of Motive:
New Internal State New External Relationship

McGuires Psychological Motive

Cognitive Preservation Motive

Need for Consistency (Active, Internal)

Desire to have all parts of self consistent with each other

Need for Attribution (Active, External)

Desire to understand the reason for what is happening to us

Need to Categorize (Passive, Internal)

Need for understanding information in a meaningful way

Need for Objectification (Passive, External)

Need for hints to understand what people know and feel

Cognitive Growth Motive

Need for Autonomy (Active, Internal)

The need for individuality and independence

Need for Stimulation (Active, External)

The need for variety seeking behaviour

Telological needs (Passive, Internal)

Need to modify environment to suit a persons perception

Utilitarian Needs (Passive, External)

The need to approach any problem logically and rationally

McGuires Psychological Motive

Affective Preservation Motive

Need for Tension Reduction (Active, Internal) Need for Expression (Active, External) Need for Ego Defense (Passive, Internal) Need for Reinforcement (Passive, External) Need for Assertion (Active, Internal) Need for Affiliation (Active, External) Need for Identification (Passive, Internal) Need for Modeling (Passive, External)

Affective Growth Motives

Purchase Motives
Manifest Motives:

Motives that are known and freely admitted Motives which conform to social norms may be more manifest EG: I Should have a Nokia Phone Motives that are either unknown or the person is reluctant to admit They are not readily expressed EG: Wearing a Stiletto makes me appear more sexy

Latent Motives:

Discovering Purchase Motives

Projective Techniques Laddering Benefit Chain

Marketing Communications normally done on multiple motives

Motivational Conflicts
Approach Approach Conflict

When the customer has to choose between two alternatives both of which are equally attractive EG: Buying a Nokia Phone or Buying an Apple iPod When the customer has to choose between two alternative one of which is attractive and the other is unattractive EG: Joining VLCC to loose weight and stop eating ice-cream When the customer has to choose between two alternative both of which are unattractive EG: Repair an old washing machine or buy a new one

Approach Avoidance Conflict

Avoidance Avoidance Conflict

Personality

What is Personality?
Personality is an individuals characteristics response tendency across similar situations Five Factor Model of Personality

Extroversion
Prefer Large Group / Talkative / Bold

Instability
Moody / Temperamental / Touchy

Agreeableness
Sympathetic / Kind / Polite

Openness to Experience
Imaginative / Appreciative / Find Novel Situations

Conscientiousness
Careful / Precise / Efficient

The model finds most use in marketing and has been validated in Bargaining, Compulsive Shopping and Complaints

Brand Personality
Is defined as the set of human characteristics that become associated with a brand Key aspects:

Consumers readily assign human characteristics to brand even if the brand is not managed or characteristics are not wanted by marketers Brand Personalities creates expectations about key characteristics, performance, benefits and related services Brand Personalities offer the basis for long term relationship with a brand

Emotions

What are Emotions?

Emotions are relatively strong, uncontrolled feelings that affect behaviour Features of Emotions

Are generally triggered by external forces Are accompanied by physiological changes Emotions are generally accompanied by non cognitive thoughts Emotions have associated behaviours Emotions are attached with subjective feelings

PAD Theory of Emotions

Pleasure
Duty Faith Pride Affection Innocence Gratitude Serenity Desire Joy Competence

Arousal
Interest Hypo-Activism Activation Surprise Dj Vu Involvement Distraction Playfulness Contempt -

Dominance
Conflict Guilt Helplessness Sadness Fear Shame Anger Hyper-Activism Disgust Skepticism

Emotions & Marketing

Emotion Arousal:

Products are sold by using emotional triggers EG: Casino, Amusement Parks, Disney Products are also sold to reduce negative emotions EG: Alcohol, Sleeping Pills,

Emotion Reduction:

Marketers are increasingly using emotions to sell products

Emotion enhances attention to an advertisement Emotional messages are processed more effectively Emotional Advertisement is remembered better There is increase in brand preference Emotions may lead to strong brand liking

Thank You