MKT 301 CH 3: Motivation and Personality

Motivation

is the driving force to fill an unfulfilled need

Physiological / Inate Needs

Primary, biological, internal (food, water, selter)

Psychological / Acquired Needs

learned from culture and enviroment

Major Schools of Phycology

Behaviourism: Responding based on an external stimuli, we dont think we just react

Cognitive: our motivations come from a goal and then we react

Why do we select goals:

• personal experiences

• physical and mental capacity

• culture norms

• how accessable a goal is

Goal Selection process

Positive: going towards a goal, Approaching it

Negative: Moving away from the goal, Avoiding it

Note: Both lead to the same goal just in different ways

Goal Substitution

• when we fail to achieve goals we either substitute it with a new goal and it becomes our primary

• or we deal with the failure

ways we deal with failure (7)

• Rationalization → creating excuses

• Aggression → Anger

• Regression → Anger + childish behaviour

• Withdrawal → eliminating oneself

• Projection → blaming others

• Daydreaming → gratifying imagination

• identification → with others

Maslow’s Hierarchy of Needs

1. self actualizing needs → upmost potencial for self fulfilment

2. ego needs

3. social needs

4. safety needs

5. physicologial needs

Motivational research

• people aren’t always aware of their motivations

• quantitative research is used

Projection techniques

• word association

• Sentence Completion

• Photo/Visual for Storytelling

• Role Playing

Personality

the characteristics that differentiates ourselves from others + how we respond to our environments

• it is inane but still changes

Freudian theory

motivation comes from unconscious needs and drives from the human heart

human behavior, personality, and mental health are driven by unconscious forces, childhood experiences, and internal conflicts

Aspects of Freudian theory

Id: instinctive behaviour that gives you instant satisfaction

Super ego: the breaks, ethical side, moral compas

ego: balancing the id and super ego

Trait theory

personality is based on a set of traits

compare Innovators vs. Laggards

Innovators: first to try new products

Laggards: last to adopt a new product

Innovativeness

is a scale of the willingness to try

Social Character

scale that ranges from

Inner driven ←→ other driven

Inner driven: using your own beliefs and values to make desions

other driven: needing other peoples opinions to make desions

Need for Uniqueness

High: wanting to be different

Low: blends in, wanting to conform

Optimum Stimulation Level (OSL)

is the general baseline amount of physical, social, or mental arousal that a person prefers

High: risks, adventure, daring

Low: relaxing, resting, doesn’t go outside comfort zone

Sensation Seeking

The willingness to physical risk for the sensations

measuring how much risk, novelty, and thrills a person actively desires

High: will take the risk

Low: Will not take the risk

Variety-Novelty Seeking

a measure of how often consumers are willing to switch for the likeness of it

Need for cognition

people who enjoy stimulating themselves and thinking

low: Just looks a something

High: clicks on learn more

Materialism

the need for possessions

characteristics:

• self centered and childish

• possessive

• prefers monetary items more than sentimental items

Fixated consumption behavior

people who are fixated in collecting a certain type of product category for the sake of preservation and collecting

Compulsive consumption behavior

addicted, out of control, abnormal spending

impulsive: is on a whim, spontaneous