motivation personality self 2016

7/21/2019 Motivation Personality Self 2016

http://slidepdf.com/reader/full/motivation-personality-self-2016 1/28

Customer behavior and marketing decisions

The individual consumer: Motivation,

personality and the self-concept

Jeanne Sørensen ent!en

"ssistant #rofessor, #h$

$epartment of usiness Studies

%eas&business'aau'dk



Session topics

Needs and goal

Personality

Consumer identity and self-concept



Marketeers and consumer needs Needs are not created by marketeers

Marketeers can make consumers aware of unfelt needs

Knowledge of need should be used to stay in forefront

Consumer needs should define companies’ missions

Eg. oogle!

"#e help you organi$e the world’s information and make it uni%ersally

accessible and useful"

վ

"#e pri%ide the world’s best online search engine"



Motivation

Consumers needs &nnate needs 'primary needs(

)c*uired needs 'secondary needs(

Needs are ne%er fully satisfied

New 'higher-order( needs emerge

Consumers’ beha%ior often fulfill more than one need

Needs arise by

&nternal stimuli 'physiological condition+ emotional or cogniti%e

processes(

E,ternal stimuli 'en%ironmental cues(



Consumer needs



Maslo()s hierchy of needself-

actuali$ation

Ego needs

ocial needs

afety and security needs

Physiological needs

Problems!•Cannot be tested empirically

•Cannot be measured how satisfied one le%el of need must be before the ne,t

higher need becomes operati%e

•Closely bound to contemporary culture



Motivation

Consumer goals enric goals

Product-specific goals

#hen goals are achie%ed new

higher goals are set

oals can be substituted

&ndi%iduals base goals on their

personal %alues

chiffman+ Kanuk and ansen '/001( p. 203



Motivation

*nterplay bet(een goals and needs oals and needs are interdependent

igher awareness of goals than of needs

People are more aware of physiological needs thanpsychological needs

)ny gi%en need may be satisfied by many different goals.

4epends on! Personal e,perience

Physical capacity

Pre%ailing cultural norms and %alues )ccessibility in the physical and social en%ironment

)pproach5a%oidance



#ersonality 4efinition! "6inner psychological characteristics that

both determine and reflect how a person responds to his

or her en%ironment" 'hiffman+ Kanus and ansen+ /001+p. 278(

Personality reflects indi%idual differences

Personality is consistent and enduring

Personality can change

Marketers! Personality is interesting because it can beused for segmentation and targeting related tocommunication planning.



Theories of personality 9reudian theorie

:nconscious needs or dri%es

Neo-freudian theory '). )dler+ . . ulli%an+ K. orney(

ocial relationships are fundamental to the de%elopment of

personality

;rait theory

Measure of personality in terms of specific psychologicalcharacteristics called traits



Trait theory ;raits are any distinguishing+ relati%ely enduring ways in which

one indi%idual differs from another"

4ifferent single-trait personality tests Consumer inno%ati%eness

4ogmatism

ocial character

Need for uni*ueness <ptimum stimulation le%el

ensation seeking

=ariety or no%elty seeking

Need for cognition =isuali$ers and %erbali$ers

Materialism+ fi,ated C>+ compulsi%e

Ethnocentrism



+ive factor theory of personality an

eample of trait theory

?ohn+ <.P. and ri%asta%a+ . ";he big fi%e trait ta,onomy"+ p. 220+ in Per%in+ @. ). and ?ohn+ <. P. '2AAA(+ "andbook of personlity B theory and

research"+ /. ed.





"& am the life of the party" 'e,tro%ersion("& keep in the background" 'intro%ersion(



#ersonality types based on five factor

theory

S C O R E_ E

X T_ 1

0 - 1 M e a n

S C O R E_ A

G E E_ 1

0 - 1 M e a n

S C O R E_ C

O N_ 1

0 - 1 M e a n

S C O R E_ S

T A_ 1

0 - 1 M e a n

S C O R E_ O

P E N_ 1

0 - 1 M e a n

1,0

0,8

0,6

0,4

0,2

0,0

Cluster1

Cluster2

Cluster3

Trait

factors

Mean

Factor

Score



rand #ersonality >rand personality refers to the set of human

characteristics associated with a brand

Consumers! >rand personality ser%es symbolic or self-

e,pressi%e functions

E,press own self E,press ideal self

E,press specific dimensions of self

Marketeers! Key way to differentiate a brand

Central dri%er of consumer preference and usage

Common denominator when marketing brands across cultures



rand personality

>randpersonality

incerity

4own toearth

onest#holesome

cheerful

E,citement

4aring

pirited

&maginati%e

:p-to-date

Competence

eliable

&ntelligentuccessful

ophistication

:pper class

Charming

uggedness

<utdoorsy

;ough



rand personality



rand personality vs' #eople personality

)ssumption! ymbolic use of brands is possible because

consumers often imbue brands with human personalitytraits 'e.g. brands as celebrities or famous historical

figures(

>ut6

>rand Dudgement and person Dudgement are not processed in

the same region of the brain ;he self referencing effect may not operate for brands the way

it does for persons



Self-concept

Multiple sel%es!

)ctual self-image 'how consumers in fact see themsel%es( &deal self-image 'how consumers would like to see themsel%es(

ocial self-image 'how consumers feel others see them(

&deal social self-image 'how consumers would like others to

see them



#ossessions and the self concept Possessions can be used to satisfy a psychological need to

acti%ely 'the e,tended self(!

)cti%ely create one’s self-concept einforce and e,press self-identity

4ifferentiate oneself and assert one’s indi%iduality

Connect one’s self to significant others

9unction!

9it in

4ifferentiate

ymboli$e accomplicement trengthen belief it will help achie%e future success

)ltering the self



Conspicuous consumption People choose products to communicate desired

identities and characteristics

>rads assist the signaling process through logos and

e,plicit patterns 'e.g. Nik+ >urberry+ )pple(

Critic!

ome people a%oid ostentatious status symbols because of guilt

ome people prefer e,pensi%e products without %isiblelogos5brands



Conspicious vs' Subtle signals



Subtle signals :-shaped relationship between price of product and

conspicousness of the brand

<ften preferred by people with more cultural capital 'e.g.cultural knowledge( in a particular domain

Communicate with others "in the know" F differentiation

from mainstream E,. of product categories! unglasses and handbags

Preferences for subtle signals are stronger in

a( &dentity-rele%ant product domainsb( ituations where consumption is public



Self-brand connection Psychological and symbolic brand benefits help

consumers construct their self-identity or present

themsel%es to others

>rand choice are used to construct self-identity and

present one-self to others

4ifferent self-concepts can be linked to different brands.

;he dominance of the self-concepts determines therelati%e strength of connection to a brand.



.ou are (hat you drink/'0



Self-brand connection 12scalas and

ettman, 34452. >rand G reflects who & am

/. & can identify with >rand G

7. & feel a personal connection to >rand G8. & 'can( use >rand G to communicate who & am to other

people

H. & think >rand G 'could( help me become the type of person &

want to be

I. & consider >rand G to be "me" 'it reflects who & consider

myself to be or the way that & want to present myself to

others3. >rand G suits me well

cale! Not at all -7 B e,tremely well 7 'with a neutral(

motivation personality self 2016

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