Lecture 07. Motivation, Personality, Lifestyles and Emotion. Internal influences

Transcription

1 Lecture 07 Motivation, Personality, Lifestyles and Internal influences Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page

2 Learning objectives Understand the nature of motivation Understand some theories of motivation Be aware of how marketers can appeal to consumers motives 3 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 4 2

3 Learning objectives The nature of emotions Types of emotions and marketing strategy 5 The nature of motivation Motivation: The energising force that activates or triggers behaviour Provides purpose, direction and drive to that behaviour 6 3

4 Theories of motivation Maslow s hierarchy of needs McGuire s psychological motives 7 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) 4

5 Ví dụ: Nhãn hiệu NIP Model (Nhu cầu Thu nhập Sản phẩm) 5

6 McGuire s psychological motives Cognitive preservation motives Cognitive growth motives Affective growth motives Affective preservation motives 11 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 12 6

7 Discovering purchase motives Latent motives Manifest motives 14 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 15 7

8 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 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 17 8

9 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 18 Personality (cont.) Individual personality theories Sigmund Freud Neo-Freudians Trait theory 19 9

10 The five-factor model of personality Core trait Extroversion Instability Manifestation Prefer to be in a group than alone, talkative, bold Moody, temperamental, touchy Agreeableness Sympathetic, kind, polite Openness to experience Imaginative, appreciative of art, find novel solutions Conscientiousness Careful, precise, efficient 20 The use of personality in marketing Brand personality A set of human characteristics that become associated with a brand 21 10

11 Dimensions of brand personality Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 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 23 11

12 Determinants of lifestyle Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 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

13 Several components of AIO questionnaires Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page VALS Lifestyle System Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page

14 The 8 psychographic segments of VALS Innovators Thinkers and Believers: ideals motivated Achievers and Strivers: achievement motivated Experiencers and Makers: self-expression motivated Survivors Demographics, lifestyles, Household structure and consumption behaviour 28 The nature of emotions Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page

15 Types of emotional states 30 s and marketing strategy arousal as a product benefit Sad movies Disney World reduction as a product benefit Retail therapy Flowers 31 15

16 s in advertising Humour, disgust, children, and pets have been used in order to get noticed and evoke a response from consumers 32 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 33 16

17 Next lecture Lecture 08: Social influences: Demographics, Household, Reference group and Social class Case study: The Mickey Mouse aura (p. 366) 34 17