CB Week 7 Motivation, Personality & Emotion

Motive

is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.

motivation

is the reason for behavior

Maslow’s Hierarchy of Needs

Physiological, safety and security, belonging, esteem, self actualization

McGuire’s Psychological Motives

divides motivation into four main categories using two criteria:

1.Is the mode of motivation cognitive or affective?

2.Is the motive focused on preservation of the status quo or on growth?These four main categories are then further subdivided on the basis of source and objective of the motive:

1.Is this behavior actively initiated or in response to the environment?

2.Does this behavior help the individual achieve a new internal or a new external relationship to the environment?

personality

an individual’s characteristic response tendencies across similar situations.

Consumer Ethnocentrism

reflects an individual difference in consumers' propensity to be biased against purchasing foreign products

Need for Cognition (NFC)

reflects an individual difference in consumers' propensity to engage in and enjoy thinking.

Low NFC Individual

less propensity to engage in and enjoy thinking

High NFC Individual

engage in more effortful processing of persuasive communications, prefer verbal to visual information, and are less swayed by the opinions of others (generally women)

Consumers low in ethnocentrism

tend to be more open to other cultures, less conservative, and more open to purchasing foreign-made products

Consumers high in ethnocentrism

tend to be less open to other cultures, more conservative, and more likely to reject foreign-made products in favor of domestic ones

Consumers' need for uniqueness

reflects an individual difference in consumers' propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods.

The Single Trait Approach consist of

Consumer ethnocentrism

Consumer's need for uniqueness

Need for Cognition (NFC)

The Five Factor Model Definition

most commonly used multi-trait theory by marketers which identifies basic traits formed by genetics and early learning

Traits in the Five Factor Model

extroversion, instability, agreeableness, openness to experience, conscientiousness

Brand Personality

a set of human characteristics that become associated with a brand — a particular type of image some brands acquire

Brand Image

what people think of and feel when they hear or see a brand name

Important advertising tactics for communicating brand personality

Celebrity endorsers, user imagery, and executional factors

User Imagery

involves showing a typical user along with images of the types of activities typically engaged in while using the brand

Celebrity Endorsers

a useful way to personify a brand because the characteristics and meanings of the BLANK can be transferred to the brand, especially if the personalities of the brand and BLANK are seen as congruent

Executional Factors

go beyond the core message to include "how" it is communicated. The "tone" of the ad (serious vs. quirky), the appeal used (fear vs. humor), the logo and typeface

Ex: Keds placed ads in fashion magazines such as Glamour and Cosmo to establish a more hip, fashionable personality.

Emotion

strong, relatively uncontrolled feelings that affect behavior; strongly linked to needs, motivation, and personality

Which term is often used interchangeably with the term “motivation”?

need

Cognitive Motive

A McGuire’s motive which focuses on the person's need to be adaptively oriented toward the environment and achieve a sense of meaning

Affective motive

A McGuire’s motive which concerns the need to reach satisfying feeling states and to achieve personal goals.

Preservation-oriented motive

A McGuire’s motive which emphasizes the individual as striving to maintain equilibrium

Growth motive

A McGuire’s motive which emphasizes development

Are emotions always accompanied by cognitive thought?

Emotions generally, though not necessarily, are accompanied by cognitive thought