CB.

05
Motivation and Personality
 The Nature of Motivation
Motivation is the reason for behavior.

=> inner force that stimulates and compels a behavioral

response and provides purpose and specific direction to
that response.

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 Maslow’s Hierarchy of Needs
• A macro theory designed to account for most human
behavior in general terms.

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The Nature of Motivation

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Motivation Theory and Marketing Strategy
Latent and Manifest Motives in a Purchase Situation

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Motivation Theory and Marketing Strategy
Marketing Strategy Based on Multiple Motives

Communication strategy for different motives-

importance; manifest / latent

Involvement is a motivational state caused by consumer

perceptions that a product, brand, or advertisement is
relevant or interesting.

Consumer involvement increases attention, analytical

processing, information search, and word of mouth.

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Motivation Theory and Marketing Strategy
Marketing Strategies Based on Motivation Conflict

Three types of motivational conflict:

1. Approach-Approach Motivational Conflict
• A choice between two attractive alternatives
2. Approach-Avoidance Motivational Conflict
• A choice with both positive and negative consequences
3. Avoidance-Avoidance Motivational Conflict
• A choice involving only undesirable outcomes

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CONSUMER PERSONALITY
 Personality
Personality is an individual’s characteristic response tendencies across
similar situations.

Personality – the totality of thoughts, emotions, intentions, tendencies, and

behaviors that a person consistently exhibits as he or she adapts to the
environment

Personality exhibits a number of distinct qualities:

• Personality is unique to an individual.
• Personality can be conceptualized as a combination of specific traits
or characteristics.
• Personality traits are relatively stable and interact with situations to
influence behavior.
• Specific behaviors can vary across time.

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 Personality and Consumer Behavior
SINGLE-TRAIT AND MULTIPLE-TRAIT APPROACHES

• Multiple-trait approach – the approach in trait research

wherein the focus remains on combinations of traits
−Researchers are interested in trait scores on numerous traits
as potential predictors of consumer behavior.
• Single-trait approach – the approach in trait research wherein
the focus is on one particular trait
−Researchers can learn more about the trait and how it affects
behavior.
 Multi Traits Examined in
Consumer Research

THE FIVE-FACTOR MODEL (FFM) APPROACH

Five-factor model – the multiple-trait perspective that proposes that the human
personality consists of five traits:

Extroversion
Agreeablenes Openness to Stability Conscientio
s Experience (Neuroticism) usness
• Talkative • Kindhearted • Creative • Precise
• Outgoing • Sympathetic • Open to new • Avoids mood • Efficient
ideas swings • Organized
• Imaginative
 Personality

Single-Trait Approach:
1. Consumer Ethnocentrism
• Reflects an individual difference in consumers’ propensity to
be biased against the purchase of foreign products.
2. Need for Cognition (NFC)
• Reflects an individual difference in consumers’ propensity to
engage in and enjoy thinking.
3. 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.

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 Major Traits Examined in
Consumer Research

4. Value
consciousness 7. Competitiveness
5. Materialism 8. Productivity
6. Innovativeness orientation
 Major Traits Examined in
Consumer Research

VALUE CONSCIOUSNESS
• Value consciousness - the extent to which consumers tend to maximize what
they receive from a transaction as compared to what they give
• This is an important concept in consumer behavior.
• Value-conscious consumers pay close attention to the resources that they
devote to transactions and to the benefits that they receive.
 Major Traits Examined in
Consumer Research

MATERIALISM
• Materialism - the extent to which material goods have importance in a
consumer’s life
• Consists of three separate dimensions:
− Possessiveness
− Nongenerosity
− Envy

• Downshifting (consciously deciding to reduce one’s material consumption) is

beginning to be evidenced in U.S. culture.
 Major Traits Examined in
Consumer Research

INNOVATIVENESS
• Innovativeness - the degree to which an individual is open to new ideas and
tends to be relatively early in adopting new products, services, or experiences
• Innovative consumers are generally dynamic and curious, and they are often
young, educated, and relatively affluent.
• A consumer with a strong degree of innovativeness may be expected to be
innovative in a number of situations.
− Examples: Engage in mobile banking, adopt new products early in their lifecycle, seek
novelty in their purchases, seek new product information, and buy more products online
 Major Traits Examined in
Consumer Research

NEED FOR COGNITION

• Need for cognition – the degree to which consumers enjoy engaging in
effortful cognitive information processing
• Consumers with a high need for cognition tend to:
− Think carefully about products, problems, and even marketing messages
− Think more deeply about sponsorship fit

• Consumers with a low need for cognition tend to be influenced by things like an
endorser’s attractiveness and cues that are not central to a message.
 Major Traits Examined in
Consumer Research

COMPETITIVENESS
• Competitiveness – the enduring tendency to strive to be better than others
• The use of competitive themes in marketing messages is widespread.
• The competitive trait often emerges when a consumer:
− Is directly competing with others
− Enjoys winning vicariously through the efforts of others, such as a sports team
− Attempts to display superiority over others by openly flaunting exclusive products,
especially publicly visible products
 Major Traits Examined in
Consumer Research

PRODUCTIVITY ORIENTATION
• Productivity orientation – the tendency for consumers to focus on being
productive, making progress, and accomplishing more in less time
• Consumers with a high degree of this trait are able to be productive even when
pursuing leisure activities.
 Examples of Other Traits in Consumer
Research
Trait Description

9. Frugality The tendency of a consumer to exhibit restraint when facing

purchases and using resources

10. Trait A tendency to follow superstitions and superstitious beliefs

Superstition
11. Trait A tendency to buy products and engage in experiences on
Impulsivity impulse

12. Bargaining The tendency for a consumer to engage in bargaining

Proneness behaviors when making purchases

13. Trait Vanity The tendency for consumers to take excessive pride in
themselves, including their appearance and accomplishments
 BRAND PERSONALITY

• Brand personality – the collection of human

characteristics that can be associated with a brand
• Described across five dimensions
• Represents opportunities for companies to differentiate their
products
• Provides marketers with opportunities to build strong brand
relationships with consumers
 Brand Personality Dimensions

Personality Description Example

Trait
Competence Responsible, reliable, Maytag — “Depend on Us”
dependable
Excitement Daring, spirited Monster Energy — “Unleash the Beast”
Ruggedness Tough, strong Ford Trucks — “Built Ford Tough”
Sincerity Honest, genuine Wrangler Jeans — “Genuine. Wrangler”
Sophistication Glamorous, charming Cartier jewelry — “Brilliance, Elegance,
Exuberance”
Source: Based on Jennifer Aaker, “Dimensions of Brand Personality,” Journal of Marketing Research (August 1997): 347-56.
 Use of Personality in Marketing Practice

Communicating Brand Personality

Three important advertising tactics:

1. Celebrity Endorsers

2. User Imagery

3. Executional Factors

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