THE 3M MODEL OF MOTIVATION AND PERSONALITY Theory and Empirical Applications to Consumer Behavior

Transcription

1 THE 3M MODEL OF MOTIVATION AND PERSONALITY Theory and Empirical Applications to Consumer Behavior

2 THE 3M MODEL OF MOTIVATION AND PERSONALITY Theory and Empirical Applications to Consumer Behavior by John C. Mowen Oklahoma State University, U.S.A. SPRINGER SCIENCE+BUSINESS MEDIA, LLC

3 Library of Congress Cataloging-in-Publication Data Mowen, John C. The 3M model of motivation and personality: theory and empirical applications to consumer behavior / by John C. Mowen. p.cm. Includes bibliographical references and index. ISBN ISBN (ebook) DOI / Motivation research (Marketing) 2. Consumers' preferences. 3.Personality. 1. Title. HF M '342---dc Copyright 2000 by Springer Science+Business Media New York Originally published by Kluwer Academic Publishers in 2000 Softcover reprint of the hardcover 1 st edition 2000 Ali rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher, Springer Science+Business Media, LLC. Printed on acid-iree paper.

4 Dedicated to my parents, Hope and John Mowen, who taught me to love learning and to find my own road.

5 Contents List of Figures... Xlll List of Tables xv Preface xvii Part I. The Development of the Theory Chapter 1. The 3M: A Meta-Theoretic Model of Motivation and Personality... 1 Abstract Introduction Some Problems with Current Approaches to Personality and Motivation Final Note... 9 Chapter 2. Theoretical Development of the 3M Abstract Introduction Control Theory and the 3M Hierarchical Models of Personality Identifying the Traits at Each Hierarchical Level Integrating Control Theory, Trait Theory, Hierarchical Personality Models, and Evolutionary Psychology to Form the 3M Two Examples of the Application of the 3M Model The Empirical Approach of the Book Summary... 42

6 viii Contents Part II. The Elemental Traits Chapter 3. Developing the Measures of the Eight Elemental Traits 47 Abstract Introduction..., 47 The Pilot Studies..., 48 The Confirmatory Factor Analytic Studies..., 51 Is the Need for Arousal an Elemental Trait?..., 55 Discussion Part III. Investigating Compound Traits Chapter 4. Task Orientation Abstract Introduction The Development of the Task Orientation Scale Predicting Task Orientation with the Elemental Traits Predicting Situational Traits with Task Orientation and the Elemental Traits General Discussion Chapter S. The Need for Learning Abstract Introduction The Development of the Need for Learning Scale Comparison of the Need for Learning Scale with the Need for Cognition Scale..., 74 Is the Need for Learning an Elemental or a Compound Trait? Does the Need for Learning Meet the Four Criteria for a Compound Trait? General Discussion Chapter 6. Competitiveness Abstract Introduction The Development of the Need to Compete Scale Predicting Competitiveness with the Elemental Traits Does Competitiveness Account for Variance Beyond the Elemental Traits? Discussion

7 Contents IX Chapter 7. The Need for Activity Abstract Introduction Developing the Need for Activity Scale Testing the Need for Activity Scale Discussion Chapter 8. The Need for Play Abstract Introduction Theory and Research on Play Developing the Need for Play Scale Predicting the Need for Play with the Elemental Traits Predicting Other Traits with the Need for Play Discussion Chapter 9. General Self Efficacy and the Discriminant Validity of the Six Compound Traits Abstract Introduction Developing the Self-Efficacy Scale The General Self-Efficacy Scale The Self-Esteem Scale Predicting General Self-Efficacy and Self-Esteem with the Elemental Traits Predicting Other Traits with General Self-Efficacy and Self-Esteem 117 Assessing the Discriminant Validity of the Compound Traits General Discussion Part IV. From Situational to Surface Traits Chapter 10. From Health Motivation to Healthy Diet Lifestyle 127 Abstract Introduction Developing the Hierarchical Model Methodology Results Discussion

8 x Contents Chapter 11. From Impulsiveness to Compulsive Consumption Abstract Introduction Does Keeping Up with the Joneses Result in Compulsive Buying? 145 Impulsiveness, Competitiveness, and Compulsive Buying Predicting Compulsive Buying with the Rokeach Value Inventory and the LOV Scale Identifying Segments of Compulsive Buyers General Discussion Chapter 12. From Value Consciousness to Bargaining Proneness. 157 Abstract Introduction Developing the Bargaining Proneness Scale Study II: Further Investigations of Bargaining Proneness Discussion Chapter 13. From Sports Interest to Sports Participation Abstract Introduction Method Results Discussion Chapter 14. From Frugality to Modest Living Abstract Introduction Study 1: Developing the Tightwad Scale Discussion Study 2: Comparing the Tightwad Scale to the Frugality Scale Results General Discussion Part V. Additional Investigations Into the Hierarchical Model Chapter 15. What is an Extrovert? They are More Than They Seem! Abstract Introduction Assessing the Saucier (1994) Extraversion Construct Assessing the Eysenck Measure of Extraversion

9 Contents Xl General Discussion Chapter 16. From Chick-Flicks to Guy-Flicks to Sci-Fi Junkies: Traits of Movie Hounds Abstract Introduction Study 1: Predicting Movie Preferences Results Discussion Study II: Predicting Gender and Age Results Discussion General Discussion Chapter 17. The 3M and Developing Marketing Communications: An Empirical Study Abstract Introduction Study Study Overall Discussion Chapter 18. Hard Questions and Tentative Answers About the 3M 253 Abstract Introduction Overview and Summary of Findings Does the 3M Make a Contribution to the Literature? Five Criticisms of the 3M Future Directions for Research Appendices Appendix A. Key Definitions Appendix B. Final Items for the Eight Elemental Traits Appendix C. The Studies Appendix D. Coefficient Alphas of Constructs Employed in Eight Studies Appendix E. Means and Standard Deviations of Constructs Employed in Eight Studies References

10 xii Contents Name Index Subject Index

11 List of Figures 2.1. The Thermostat: A Basic Control Model A Three-Level Control Model Traditional Hierarchical Model of Personality The 3M Model of Motivation and Personality Path Diagram for Healthy Diet Lifestyle Path Diagram for Compulsive Buying Path Diagram for Bargaining Proneness Path Diagram for Sports Participation... " Path Diagram for Modest Living Study 1: Path Diagram for Electronic Innovativeness Agreeability Message Theme by Electronic Innovativeness Interaction

12 List of Tables 2.1. Definitions of the Four Levels of Personality Traits Definitions of the Eight Elemental Traits Definitions of the Major Components of the 3M Model Elemental Traits Confirmatory Factory Analysis Fit Indices for Five Studies Mean Correlations and Standard Deviations Across the Five Studies A Meta-Analysis of the Predictors of Task Orientation Across Five Studies A Meta-Analysis of the Predictors of the Need for Learning Predicting Competitiveness with Elemental Traits A Meta-Analysis of the Predictors of Need for Activity Across Five Studies A Meta-Analysis of the Predictors of Need for Play Across Three Studies A Meta-Analysis of the Predictors of General Self-Efficacy Across Three Studies A Meta-Analysis of the Predictors of Self-Esteem Across Three Studies Correlation Among Seven Compound Traits Situational and Surface Trait Scales Employed in the Research Healthy Diet Trait Clusters Means of the Four-Cluster Solution for Compulsive Buying Means of the Three-Cluster Solution for Bargaining Proneness Means of the Four-Cluster Solution for Sports Participation The Initial Items in the Tightwad Scale Results of the Cluster Analysis of Tightwadism Results of Cluster Analysis of Movie Goers The Scales Employed to Measure General and Electronic Innovativeness Meta-Analysis of the Relationship of Elemental Traits with Compound Traits Lawlike Generalizations that Emerge from the 3M Selected New Empirical Findings and Relationships Identified by the 3M Five Criticisms of the 3M Eight Arenas for Future Research

13 Preface Why would anyone attempt to develop a new meta-theory of motivation and personality? The project is extremely risky. Critics will view the effort as challenging classic work by the luminaries of psychology, including Abraham Maslow, Gordon Allport, Hans Eysenck, and David McClelland. To make matters worse, the endeavor will inevitably, but unintentionally, step on the toes of current theorists actively developing their own models. Another possibility is that the magnitude and difficulty of the task will overwhelm the author. Despite these obstacles, however, I am pursuing the goal for three reasons. First, I am convinced that indi vidual differences in personality account for more variance in behavior than consumer researchers recognize. As described by Bowers (1973), depending upon how the research question is constructed, one can find that the situation or the person accounts for more variance in behavior. One goal of the book is to demonstrate empirically that we must account for enduring dispositions to act if we are to understand consumer behavior. The second reason for my pursuit is that the field is currently awash in conflicting ideas, theories, and approaches. As a psychologist teaching in a business college for twenty plus years, I have taught courses in consumer behavior at the undergraduate, masters, and Ph.D. levels. I have co-authored a textbook, now in its fifth edition, on consumer behavior. I have published over 70 articles in the fields of consumer behavior, marketing, and psychology. Yet I have never been able to effectively teach the topics of motivation and personality. As currently conceptualized, the field ;p so fragmented that it harms not only pedagogical efforts, but research effort. well. The possibility of bringing order out of chaos is a goal worth pursuing. The third reason for writing this book is more personal in nature. In 1993, Simon & Schuster published my book, Judgment Calls: High Stakes Decisions in a Risky World. Writing for a professional audience, I described how to make decisions when the stakes are high, experts disagree, information is ambiguous, and values conflict. One chapter, "Reason Versus Emotion," discussed the role of motivational factors in high-stakes decision making. While writing the chapter, I realized that motivation plays a critical role in shaping our most important choices. As a result, I set out to write another book for the general public, called Pushing Hot Buttons.' Its goal was to identify the motivational hooks and emotional triggers employed by marketers, politicians, and charlatans to manipulate us. IThe name, Pushing Hot Buttons, is copyrighted by John C. Mowen, 1999, All Rights Reserved.

14 Preface XVlll After several false starts on Hot Buttons, I realized that current models of motivation do not provide an adequate foundation for identifying our flashpoints of feelings. Thus, the third reason for writing this book is instrumental in nature. If I am to succeed in my goal of writing Hot Buttons, I must first develop a new model of motivation and personality. The Meta-Theoretic Model of Motivation and Personality (the 3M) is the product of six years of effort. Rather than challenging previous conceptions of the field, the 3M integrates the work of selected past and current theorists into a comprehensible whole. A metaphor for its development is the creation of the first automobiles. Designers knew that they had to integrate into one package a cargo box, seats, wheels, an engine, a steering mechanism, and brakes. Today, the photos of the result of the first attempts to meld these disparate components into a whole reveal an extremely clumsy machine. Thus, a car is a type of meta-theory because it integrated diverse components into a whole. Similarly, in developing the 3M, disparate theories were melded into a holistic model. Like the first cars, however, the result is not as elegant as desired and requires further development. I am indebted to many people for their encouragement and assistance. I would like to thank Nancy Spears, Mark Gavin, and Richard Germain for their instruction in doing the structural equation modeling that the 3M requires. Numerous colleagues reacted to various drafts of the chapters in the book. I appreciate the efforts of Hal Arkes, Steve Brown, Tom Brown, Debra Nelson, Terry Shimp, and Tom Stone. The thoughtful reactions of a number of doctoral students were also critical to the effort, including Jerome Christia, Todd Donovan, Jerry Grizzle, Eric Harris, Jim Lee, and James Stone. Special thanks go to Beverlee Dunham for her capable work in putting the manuscript in camera-ready form and in editing the work. Of particular importance was the critical analysis and friendly ear of Maryanne Mowen. Finally, thanks also go to my daughter, Katherine, who did yeoman's work as a capable copy editor on the initial drafts of the manuscript. Of course, the errors and omissions found in the manuscript are wholly my own.