Consumer Behavior

Twelfth Edition

Chapter 3
Consumer Motivation and
Personality

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Learning Objectives (1 of 2)
3.1 To understand how motives, needs, and goals
shape consumer behavior.
3.2 To understand the systems of classifying needs.
3.3 To understand the impact of hidden motives on
consumer behavior.
3.4 To understand why and how consumers use
technology.

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Learning Objectives (2 of 2)
3.5 To understand personality development.
3.6 To understand how personality traits shape
consumer behavior.
3.7 To understand brand personification.
3.8 To understand the impact of self-image on
consumer behavior.

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Motivation
Defined
The driving force within individuals that impels
them to act.

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The Motivation Process

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Learning Objective 3.1
3.1 To understand how motives, needs, and goals
shape consumer behavior.

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Needs and Goals
• Needs
– Biogenic
– Psychogenic
• Goals
– Generic
– Product-specific

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Need Arousal
• Physiological
arousal
• Cognitive arousal

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Selecting Goals
• Factors
– personal experiences and knowledge
– physical capacity
– cultural norms and values
– goal accessibility
• Approach objects
• Avoidance objects

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Factors That Motivate Shopping
• Seeking specific goods
• Recreational shopping
• Activity-specific shopping
• Demand-specific shopping

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Cannot Attain Goals?
• Substitute goals
• Frustration
• Defense mechanisms

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Frustration and Defense Mechanisms
Defined
Frustration is the feeling that results from failure
to achieve a goal, and defense mechanisms are
cognitive and behavioral ways to handle frustration.

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Defense Mechanisms
• Aggression
• Rationalization
• Regression
• Projection
• Daydreaming
• Identification
• Withdrawal

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Learning Objective 3.2
3.2 To understand the systems of classifying needs.

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Murray’s Psychogenic Needs
Table 3.1 Strategic Applications Of Murray’s List
Need Illustrative Characteristics Promotional Applications
Achievement: Do the best and work hard in any Messages that encourage and illustrate
accomplish tasks, succeed, and undertaking. Be able to do things better success(e.g., advertising education).
overcome obstacles. than others.
Exhibition: Tell amusing jokes at parties. Say things Messages showing attention from others when
shock or thrill others and be the that others regard as witty and clever. they notice one’s possessions (e.g.,expensive
center of attention. cars).
Affiliation: Be loyal to and share things with friends. Messages showing people enjoying themselves
spend time, form strong Help friends in trouble. Be confided in by in large groups (e.g., vacations, shopping
friendships and attachments with others and told about their troubles. situations).
others.
Power/Dominance: Seek leadership in groups. Supervise Messages showing actual or symbolic
control, influence, and lead others. and direct the actions of others. dominance (e.g., being a chief executive;
owninga powerful car).
Change: Doing new and different activities, like Messages stressing novelty, uniqueness, and
seek new experiences and avoid eating in new restaurants, going on breaking with routines (e.g., adventure travel
routine. trips, and avoiding conventional and active vacations).
situations.
Order: Planning and organizing the details in Promoting devices that save space and keep
keeping things neat and organized. any undertaking. Setting definite times things firmly in place (e.g., dividers and
for activities. organizers for closets, drawers, and garages).

Source: Data based on the works of Henry Murray

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Maslow’s Hierarchy of Needs

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Validity and Applications
• Major problem: cannot be tested empirically
• Western culture; other societies rank needs
differently
• Goods and services satisfy each need level
• Different appeals for the same product can be
based on different needs

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Discussion Questions (1 of 2)
• What are three types of products related to more
than one level of Maslow’s Hierarchy of Needs?
• For each type of product, consider two brands.
How do marketers attempt to differentiate their
product from the competition?

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Learning Objective 3.3
3.3 To understand the impact of hidden motives.

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Motivational Research
Defined
A “term of art” that refers to qualitative studies
conducted by Dr. Ernest Dichter in the 1950s and
1960s, which were designed to uncover consumers’
subconscious or hidden motivations in the context
of buying and consumption

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Projective Techniques
• Projective techniques
• Storytelling
• Sentence Completion
• Thematic Apperception Test
• Picture Drawing
• Photo Sorts

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Learning Objective 3.4
3.4 To understand why and how consumers use
technology.

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Motives for Online Interactions
• Interest in buying and comparing products’
features
• Personalizing products is fun
• Desire for good customer service
• Win prizes and receive free samples

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Learning Objective 3.5
3.5 To understand personality development.

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Personality
• Heredity and early childhood experiences?
• Social and environmental influences?
• Unified whole v s . specific traits
er us

• Reflects Individual Differences

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Three Approaches
• Freudian concepts
• Neo-Freudian premises
• Measuring distinct traits

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CAD Scale
Defined
The CAD scale measures the extent to which
individuals are Compliant, Aggressive, and
Detached

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Learning Objective 3.6
3.6 To understand how personality traits shape
consumer behavior.

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Personality Traits

• Innovators or laggards
• Close-minded vs. Open-minded (Dogmatism)
• Conformity vs. Individuality (Inner- vs. Other-directed; Need for
uniqueness
Table 3.3 High Need for Uniqueness
• When I travel, I’m always seeking out unusual gifts for myself.
• I’m happy when other people tell me that my taste is ”different” and
”uncommon.”
• I work at maintaining my own unique persona.
• Some of my acquaintances think I’m somewhat of a weirdo in my seeking to
be different.
• Standing out and being different is important to me.
• I stop buying brands when everyone starts to buy them.
• Being different is my own personal trademark.

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Other Personality Factors
• Optimum stimulation level (OSL)
• Sensation seeking, Novelty seeking
• Need for Cognition
• Visualizers v s . Verbalizers
er us

• Materialism
• Compulsions and Fixations
• Ethnocentrism

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Learning Objective 3.7
3.7 To understand brand personification.

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Brand Personality
• Attachment and avoidance anxiety
• Underlying dimensions of brand personality
– Excitement
– Sophistication
– Affection
– Popularity
– Competence
• Product personality and gender
• Product personality and geography

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Learning Objective 3.8
3.8 To understand the impact of self-image on
consumer behavior.

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Discussion Questions (2 of 2)
• How are possessions an extension of the self?
• How do consumers use self-altering products?
• What are the two types of vanity? How does
vanity shape consumption behavior?

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