Lecture Consumer behaviour: Chapter 10 - Cathy Neal, Pascale Quester, Del Hawkins

Chapter 10 Motivation, Personality
and Emotion
• The nature of motivation
• Theories of motivation
• How marketers can appeal to consumers’ motives
• The underlying aspects of the theories of

personality
• The relationship of personality to marketing
• How emotions can be used in marketing strategies

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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
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 the basic motives become satisfied, the more

advanced motives come into play.
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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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McGuire’s Psychological Motives
• Cognitive preservation motives
• Cognitive growth motives
• Affective growth motives
• Affective preservation motives

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McGuire’s Psychological Motives:
Cognitive Motives

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McGuire’s Psychological Motives:
Affective Motives

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Appealing to the Individual’s Need for
Self-Expression

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Appealing to Consumers’ Need to Enhance
their Self-Esteem

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Discovering Purchase Motives
Latent 
motives
Manifest motives

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Latent and Manifest Motives in a
Purchase Situation

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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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Marketing Strategies Based on
Motivation Conflict
• Approach–approach

• Approach–avoidance
• Avoidance–avoidance

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Personality
• Individual personality theories
• Social learning theories
• A combined approach

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Personality (cont.)
• Nature of personality
• Individual personality theories
–
–
–

Sigmund Freud
Neo-Freudians
Trait theory

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The Five-Factor Model of Personality

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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

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Communicating Brand Personality through
Advertising

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Communicating Brand Personality through
Advertising (cont.)

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The Nature of Emotions

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Types of Emotions

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Emotions and Marketing Strategy
• Emotion arousal as a product benefit
• Emotion reduction as a product benefit

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Next Lecture…
Chapter 11:
Attitude and Attitude Change

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