CONSUMER

MOTIVATION AND
PERSONALITY

CORE CONCEPTS
Motivation
Needs
Personality
Brand personifi cation
Anthropomorphism

THE DYNAMICS OF MOTIVATION

 Marketer dont create needs

Make consumers aware of their unfelt need

Companies focus on needs they satisfy

Need focused defi nitions
We meet everyday needs for nutrition, hygiene and
personal care with brands that help people feel good, look
good and get more out of life

is committed to enhancing people's lives by

off ering tastier and healthier food and beverage choices
at all stages of life and at all times of the day.

 Needs
Physiological needs
Psychological needs

Goals
Generic goals
Product goals

Need arousal
Selecting goals
Approach object
Avoidance object

 Needs and goals are interdependent

Purposeful shopping
Recreational shopping
Activity specifi c shopping
Demand specifi c shopping

Needs are never fully satisfi ed

New needs emerge once old are satisfi ed
Success and failure infl uence goals
Frustration and defense mechanism
Aggression, rationalization, regression, withdrawal,
projection, daydreaming, identifi cation, repression

SYSTEMS OF NEEDS/ NEED

THEORIES
Murrays list of psychogenic needs
Ambition, materialistic, power, aff ection, information

Allen Edwards developed a self administered

personality inventory
Achievement, exhibition, affi liation, power/dominance,
change, order

Egoistic

SOCIAL

 A Trio of Needs
Power
Affi liation
Achievement

THE MEASUREMENT OF MOTIVES

Self reporting
Qualitative research
Motivational research
Culture and need states

THE NATURE AND THEORIES OF

PERSONALITY
The facets of personality
Individual diff erences
Consistent and enduring
Changeable

THEORIES OF PERSONALITY
Freudian theory
Non- Freudian theory
Trait theory

FREUDIAN THEORY
Id
Ego
Superego

NON-FREUDIAN THEORY
Alfred Adler
Rational goals; style of life
Eff ort to overcome feel of inferiority

Stack Sullivan
Worked on reduction of anxiety in human

Karen Horney
Compliant individuals
Aggressive individuals
Detached individuals

TRAIT THEORY
Innovativeness
Materialism
Ethnocentrism

PERSONALITY TRAITS AND

CONSUMER BEHAVIOR
Consumer innovators and innovativeness
Inspiration of innovativeness
Study 1

Functional factors
Hedonic factors
Social factors
Cognitive factors

Study 2
Global innovativeness
Domain specifi c innovativeness
Innovative behavior

 Dogmatism
Social character: inner versus other directedness
Need for uniqueness

 Optimum stimulation level

Sensation seeking
Variety and novelty seeking
Exploratory purchase behavior
Vicarious exploration
Using innovativeness

Need for cognition

Visualizers vs. verbalizers
Consumer materialism
Fixated consumption
Compulsive consumption
Consumer ethnocentrism
Personality and colour

PRODUCT AND BRAND

PERSONIFICATION
Brand personifi cation
Functional
symbolic

Anthropomorphism
Relation between human and brand personality
Attachment anxiety
Avoidance anxiety

 Product personality and gender

Toyota corolla
Nescafe
Peanuts
Dairy milk
Mira

Product personality and geography

Greek yogurt
Italian pasta

Website personality
Intelligent, fun, organized. sincere

THE SELF AND SELF IMAGE

Types of self image

Actual
Ideal
Social
Ideal-social

The extended self

Actually
Symbolically
Conferring status
Feeling of immorality

Altering the self

Physical vanity
Achievement vanity