Consumer-Behavior---UAH---Home消费者的行为--UAH回家.ppt

1、CHAPTER TENMotivation,Personality,and EmotionMcGraw-Hill/IrwinCopyright 2004 by The McGraw-Hill Companies,Inc.All rights reserved.2CHAPTER 10Motivation:An activated state within a person that leads to goal-directed behavior.It is the reason for behavior.Motive:An unobservable inner force that stimul

2、ates and compels a behavioral response and provides specific direction to that response.Involvement and AffectActual StateStimulusDesired State NeedRecognition Drive State Goal-directed Behavior Incentive ObjectsConsumer Motivation 3CHAPTER 105.Self-actualization:This involves the desire for self-fu

3、lfillment,to become all that one is capable of becoming.4.Esteem:Desires for status,superiority,self-respect,and prestige are examples of esteem needs.These needs relate to the individuals feelings of usefulness and accomplishment.3.Belongingness:Belongingness motives are reflected in a desire for l

4、ove,friendship,affiliation,and group acceptance.2.Safety:Feeling physical safety and security,stability,familiar surroundings,and so forth are manifestations of safety needs.They are aroused after physiological motivesare minimally satisfied,and before other motives.1.Physiological:Food,water,sleep,

5、and to a limited extent,sex,are physiological motives.Unless they are minimally satisfied,other motives are not activated.Maslows Motive HierarchyAdvancedBasic4CHAPTER 10Marketing Strategies and Maslows Hierarchy5CHAPTER 10McGuires Psychological MotivesClassification System with 16 categoriesTwo cri

6、teria determine 4 major categories:Is mode of motivation cognitive or affective?Is the motive focused on preservation or growth?Four categories subdivided further:Is the behavior initiated or a response?Is this behavior internal or external?6CHAPTER 10McGuires Cognitive MotivesCognitive Preservation

7、 MotivesNeed for Consistency(active,internal)Need for Attribution(active,external)Need to Categorize(passive,internal)Need for Objectification(passive,external)Cognitive Growth MotivesNeed for Autonomy(active,internal)Need for Stimulation(active,external)Teleological Need(passive,internal)Utilitaria

8、n Need(passive,external)7CHAPTER 10McGuires Affective MotivesAffective Preservation Motives:Need for Tension Reduction(active,internal)Need for Expression(active,external)Need for Ego Defense(passive,internal)Need for Reinforcement(passive,external)Affective Growth Motives:Need for Assertion(active,

9、internal)Need for Affiliation(active,external)Need for Identification(passive,internal)Need for Modeling(passive,external)8CHAPTER 10Motivation Theory and Marketing StrategyDiscovering Purchase MotivesMarketing Strategies Based on Multiple MotivesMarketing Strategies Based on Motivation ConflictDo M

10、arketers Create Needs?9CHAPTER 10Latent and Manifest Motives10CHAPTER 10Motivation Research Techniques11CHAPTER 10Most Ads appeal to Multiple Motives12CHAPTER 10Motivation ConflictApproach-Approach ConflictApproach-Avoidance ConflictAvoidance-Avoidance Conflict13CHAPTER 10Create Needs?Do marketers c

11、reate needs?14CHAPTER 10DiscussionDescribe Adam Sandler15CHAPTER 10Personality TheoryTwo Common Assumptions:All individuals have internal characteristics or traitsConsistent and Measurable differences between individuals16CHAPTER 10Consumer Insight 10-1What problems and issues would arise in segment

12、ing a market into high-and low-NFC segments?What implications does each of the nine research findings described above have for marketing practice?How do you think media preferences would vary between high-and low-NFC consumers?17CHAPTER 10The Five-Factor Model of Personality18CHAPTER 10Dimensions of

13、 Brand Personality19CHAPTER 10Brand personalityDescribe the personality of the following:Arizona Iced TeaIntelBlockbuster VideoWal-MartToyotaDr.PepperAquafinaSeikoTexas InstrumentsNordstroms20CHAPTER 10Brand personalityWhat personality characteristics come to mind for the following:Brand is repositi

14、oned several times or changes its slogan repeatedlyBrand uses continuing character in its advertisingBrand charges a high price and uses exclusive distributionBrand frequently available on dealBrand offers many line extensionsBrand sponsors show on PBS or uses recycled materialsBrand features easy-t

15、o-use packaging or speaks at consumers level in advertisingBrand offers seasonal clearance saleBrand offers five-year warranty or free customer hot line21CHAPTER 10The Nature of Emotions22CHAPTER 10Dimension EmotionIndicator/FeelingPleasureDutyMoral,virtuous,dutifulFaithReverent,worshipful,spiritual

16、PrideProud,superior,worthyAffectionLoving,affectionate,friendlyInnocenceInnocent,pure,blamelessGratitudeGrateful,thankful,appreciativeSerenityRestful,serene,comfortable,soothedDesireDesirous,wishful,craving,hopefulJoyJoyful,happy,delightedCompetenceConfident,in control,competentSource:Adapted with p

17、ermission from M.B.Holbrook and R.Batra,“Assessing the Role of Emotions on Consumer Response to Advertising,”Journal of Consumer Research,December 1987,pp.404-20.Copyright 1987 by the University of Chicago.Emotional Dimensions,Emotions,and Emotional Indicators23CHAPTER 10Dimension EmotionIndicator/F

18、eelingArousalInterestAttentive,curiousHypoactivationBored,drowsy,sluggishActivationAroused,active,excitedSurpriseSurprised,annoyed,astonishedDj vuUnimpressed,uninformed,unexcitedInvolvementInvolved,informed,enlightened,benefitedDistractionDistracted,preoccupied,inattentiveSurgencyPlayful,entertained

19、,lightheartedContemptScornful,contemptuous,disdainfulSource:Adapted with permission from M.B.Holbrook and R.Batra,“Assessing the Role of Emotions on Consumer Response to Advertising,”Journal of Consumer Research,December 1987,pp.404-20.Copyright 1987 by the University of Chicago.Emotional Dimensions

20、,Emotions,and Emotional Indicators24CHAPTER 10Dimension EmotionIndicator/FeelingDominanceConflictTense,frustrated,conflictfulGuiltGuilty,remorseful,regretfulHelplessnessPowerless,helpless,dominatedSadnessSad,distressed,sorrowful,dejectedFearFearful,afraid,anxiousShameAshamed,embarrassed,humiliatedAn

21、gerAngry,initiated,enraged,madHyperactivationPanicked,confused,overstimulatedDisgustDisgusted,revolted,annoyed,full of loathingSkepticismSkeptical,suspicious,distrustfulSource:Adapted with permission from M.B.Holbrook and R.Batra,“Assessing the Role of Emotions on Consumer Response to Advertising,”J

22、ournal of Consumer Research,December 1987,pp.404-20.Copyright 1987 by the University of Chicago.Emotional Dimensions,Emotions,and Emotional Indicators25CHAPTER 10Emotions and Marketing StrategyEmotion arousal as a product benefitEmotion reduction as a product benefitEmotion in advertisingEnhances at

23、tention,attraction,and maintenance capabilitiesProcessed more thoroughlyMay be remembered better26CHAPTER 10Measuring Emotional ArousalEmotional Measurement SystemDeveloped by BBDO26 emotions triggered by adsGalvanic Skin ResponseSmall electrodes that monitor the skinLie detector test27CHAPTER 10Emotional Arousal&Mail Response Rates