Consumer Behavior

Thai Dam Huy Trung, Ph.D.

National Cheng Kung University
(Taiwan, ROC)

Contents
• Review: Learning
• Session 4: Motivation, Personality, and Emotion

üCB topic presentation: Motivation, Personality, and Emotion G3 (40 & 15 mins)
üCase discussion:
Has The Death Of The Watch Been Greatly Exaggerated? Apple Gets Into The Game
G7 (15 & 15 mins)
üLecture

1
 REVIEW

1. What is Learning?

Trung
Trung
D.H.
D.H.
Thai
Thai
- Adapted
- Adapted
from
from
Mothersbaugh
Mothersbaugh et et
al.,al.,
(2020),
(2020),
McGraw-Hill
McGraw-Hill
Education
Education
International
International
School
School
of of
Business
Business
– UEH
– UEH University
University

REVIEW

1. What is Learning?
2. High-versus low-involvement
learning
3. Three ways in which learning can
occur
Conditioned
ü Classical conditioning (low, S-R)
ü Operant conditioning (high, R-O;
Re)
Cognitive
ü iconic rote learning (low)
ü vicarious learning/modeling
(low/high)
ü analytical reasoning (high)

Trung
Trung
D.H.
D.H.
Thai
Thai
- Adapted
- Adapted
from
from
Mothersbaugh
Mothersbaugh et et
al.,al.,
(2020),
(2020),
McGraw-Hill
McGraw-Hill
Education
Education
International
International
School
School
of of
Business
Business
– UEH
– UEH University
University

2
 REVIEW

Trung
Trung
D.H.
D.H.
Thai
Thai
- Adapted
- Adapted
from
from
Mothersbaugh
Mothersbaugh et et
al.,al.,
(2020),
(2020),
McGraw-Hill
McGraw-Hill
Education
Education
International
International
School
School
of of
Business
Business
– UEH
– UEH University
University

Session 4

MOTIVATION, PERSONALITY &

EMOTION

Thai Dam Huy Trung, Ph.D.

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University

3
 INTERNAL INFLUENCES
Overall Conceptual Model of Consumer Behavior

Source: Mothersbaugh et al., (2020)

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-7

LEARNING OBJECTIVES

L01 Define motivation and summarize the motivation sets put forth
by Maslow and McGuire

L02 Articulate motivation’s role in consumer behavior and marketing

strategy

L03 Define personality and the various theories of personality

L04 Discuss how brand personality can be used in developing

marketing strategies

L05 Define emotions and list the major emotional dimensions

L06 Discuss how emotions can be used in developing marketing

strategies
Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University

4
 1. MOTIVATION

1. Why consumers do what

they do?
ü Needs: utilitarian, hedonic
ü Motivation
ü Motives

2. Motivation
ü Reasons for behavior
ü Processes that lead people to
behave as they do

3. Motivation theories
ü Maslow’s Hierarchy of Needs
ü McGuire’s Psychological Motives
Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-9

1.1. Maslow’s Hierarchy of Needs

1. A macro theory designed to
account for most human
behavior in general terms.

2. A good guide to general

behavior

3. Five levels of motivation

4. Some motives are more basic

than others.

5. More basic needs must be

satisfied to a minimum level
before other motives are
activated.

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-10

10

5
 1.2. McGuire’s Psychological Motives

1. Cognitive Preservation Motives

Need for Consistency (active, internal)

Need for Attribution (active, external)

Attribution Theory

Need to Categorize (passive, internal)

Need for Objectification (passive, external)

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-11

11

1.2. McGuire’s Psychological Motives

2. Cognitive Growth Motives

Need for Autonomy (active, internal)

Need for Stimulation (active, external)

Teleological Need (passive, internal)

Utilitarian Need (passive, external)

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-12

12

6
 1.2. McGuire’s Psychological Motives

3. Affective Preservation Motives

Need for Tension Reduction (active, internal)

Need for Expression (active, external)

Need for Ego Defense (passive, internal)

Need for Reinforcement (passive, external)

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-13

13

1.2. McGuire’s Psychological Motives

4. Affective Growth Motives

Need for Assertion (active, internal)

Need for Affiliation (active, external)

Need for Identification (passive, internal)

Need for Modeling (passive, external)

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-14

14

7
 1.3. Motivation Theories and Marketing Strategy

Marketing strategies based on:

§ Consumers’ different purchase motives
§ Multiple motives
§ Consumer involvement (Self-relevance)
§ Motivation conflict
§ Regulatory focus

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-15

15

1.3. Motivation Theories and Marketing Strategy

Latent and Manifest Motives in a Purchase Situation

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-16

16

8
 1.3. Motivation Theories and Marketing Strategy

Marketing Strategy Based on Multiple Motives

Involvement

ü is a motivational state caused by consumer perceptions

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

ü increases attention, analytical processing, information

search, and word of mouth.

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-17

17

1.3. Motivation Theories 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

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-18

18

9
 1.3. Motivation Theories and Marketing Strategy

Regulatory Focus 1. Regulatory focus theory:

Consumers will react differently

depending on which set of motives
is more salient.
ü Promotion-focused:

Situational factors that may

temporarily make one orientation
more prominent:
• Ad theme
• Message frame
• Advertising context

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-19

19

1.3. Motivation Theories and Marketing Strategy

1. Regulatory focus theory:

Consumers will react differently depending on which set of motives is more salient.
ü Promotion-focused:
revolve around a desire for growth and development and are related to consumers’ hopes
and aspirations.
ü Prevention-focused:
revolve around a desire for safety and security and are related to consumers’ sense of duties
and obligations

When promotion-focused motives are more salient, consumers seek to gain positive outcomes,
think in more abstract terms, make decisions based more on affect and emotion, and prefer
speed versus accuracy in their decision making.
When prevention-focused motives are more salient, consumers seek to avoid negative outcomes,
think in more concrete terms, make decisions based more on factual substantive information, and
prefer accuracy over speed in their decision making.
Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-20

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 1.3. Motivation Theories and Marketing Strategy

Regulatory Focus 2. Situational factors that may

temporarily make one
orientation more prominent:
• Ad theme
• Message frame
• Advertising context

3. Online Travel Shopping

ü Prevention-Focused Ad
ü Worked best for last-minute
shoppers
ü Promotion-Focused Ad
ü Worked best for shoppers
buying for future travel

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-21

21

1.3. Motivation Theories and Marketing Strategy

Situational Component Related to Regulatory Focus

Situational factors that may

temporarily make one orientation
more prominent:
• Ad theme
• Message frame
• Advertising context

Online Travel Shopping

1. Prevention-Focused Ad
• Worked best for last-minute
Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-22
shoppers
22
2. Promotion-Focused Ad
• Worked best for shoppers buying
for future travel
11
 2.1. PERSONALITY

1. Personality?
ü an individual’s characteristic response tendencies
across similar situations.

2. Motivation and personality

ü Motivations: energizing and directing force that
makes consumer behavior purposeful and goal
directed,
ü Personality: guides and directs the behavior
chosen to accomplish goals in different situations.

3. Approaches
ü Multitrait Approach
ü Single Trait Approach

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-23

23

2.1. PERSONALITY Multitrait Approach

1. Five-Factor Model
ü the most commonly used by marketers
and identifies five basic traits that are
formed by genetics and early learning

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-24

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 2.1. PERSONALITY Singletrait Approach

1. Consumer Ethnocentrism
ü Reflects an individual difference in
consumers’ propensity to be biased against
the purchase of foreign products.

2. Need for Recognition

ü Reflects an individual difference in consumers’
propensity to engage in and enjoy thinking.

3. Need for Uniqueness

ü Reflects an individual difference in consumers’
propensity to pursue differentness relative to
others through
• the acquisition, utilization, and disposition of
consumer goods.

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-25

25

2.2. USE PERSONALITY IN MARKETING

Other times,
Sometimes consumers use
consumers products to bolster
choose products an area of their
that fit their personality where
personality. they feel weak.

Shutterstock/IMYanis

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-26

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 2.2. USE PERSONALITY IN MARKETING

1. Brand Image
ü What people think of and feel when they
hear or see a brand name

2. Brand Personality
ü a set of human characteristics that become
associated with a brand and are a particular type
of image that some brands acquire.
ü Apple built brand personality with its classic “Think
Different” integrated marketing campaign!

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-27

27

2.2. USE PERSONALITY IN MARKETING

Dimensions of Brand Personality

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-28

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 2.2. USE PERSONALITY IN MARKETING

Communicating Brand Personality

1. Celebrity Endorsers

2. User Imagery

3. Executional Factors

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-29

29

3.1. EMOTION

Emotion is the identifiable specific feeling and affect to

refer to the liking/disliking aspect of the specific feeling.
Emotions are strong, relatively uncontrolled feelings that
affect behavior.
ØThey are strongly linked to needs, motivation, and
personality.
ØUnmet needs create motivation which is related to
the arousal component of emotion.
ØPersonality also plays a role, e.g., some people are
more emotional than others, a consumer trait referred
to as affect intensity.
Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-30

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 3.1. EMOTION

Nature of Emotions

Source: 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.

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-31

31

3.2. DIMENSIONS OF EMOTION

Ø Pleasure

Ø Arousal

Ø Dominance

Shutterstock/Javier Brosch

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-32

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 3.3. EMOTIONS AND MARKETING STRATEGY

Ø Emotion Arousal as a Product Benefit

• Consumers actively seek products whose primary or
secondary benefit is emotion arousal.
• Gratitude or the emotional appreciation for benefits
received is a desirable consumer outcome that can lead
to increased consumer trust and purchases.
Ø Emotion Reduction as a Product Benefit
• Marketers design or position many products to prevent
or reduce the arousal of unpleasant emotions.

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-33

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3.3. EMOTIONS AND MARKETING STRATEGY

Ø Consumer Coping in Product and Service Encounters

Ø Active coping

Ø Expressive support seeking

Ø Avoidance

Ø Consumer Emotional Intelligence is an important

determinant of effective consumer coping

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-34

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 3.3. EMOTIONS AND MARKETING STRATEGY

Ø Emotion in Advertising
Ø Emotional content in ads can enhance attention,
attraction, and maintenance capabilities.
Ø Emotional messages may be processed more
thoroughly due to their enhanced level of arousal.
Ø Emotional ads may enhance liking of the ad itself.
Ø Repeated exposure to positive-emotion-eliciting ads
may increase brand preference through classical
conditioning.
Ø Emotion may operate via high-involvement processes
especially if emotion is decision relevant.

Trung D.H. Thai - Adapted from Mothersbaugh et al., (2020), McGraw-Hill Education
International School of Business – UEH University 10-35

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