tailieunhanh - Lecture Consumer behaviour: Chapter 10 - Cathy Neal, Pascale Quester, Del Hawkins
In this lecture we will discuss some of the reasons that consumers behave the way they do, the theories of motivation and their application in marketing. We’ll also discuss theories of personality and how they can be applied. And finally, we’ll talk about how you can use insights about emotions in marketing. Firms now look to these aspects to differentiate their products, as the market is crowded with ‘look-alike’ products and these aspects can sometimes provide the marketing edge required. | Chapter 10 Motivation, Personality and Emotion The nature of motivation Theories of motivation How marketers can appeal to consumers’ motives The underlying aspects of the theories of personality The relationship of personality to marketing How emotions can be used in marketing strategies 10– In this lecture we will discuss some of the reasons that consumers behave the way they do, the theories of motivation and their application in marketing. We’ll also discuss theories of personality and how they can be applied. And finally, we’ll talk about how you can use insights about emotions in marketing. Firms now look to these aspects to differentiate their products, as the market is crowded with ‘look-alike’ products and these aspects can sometimes provide the marketing edge required. Theories of Motivation Maslow’s hierarchy of needs McGuire’s psychological motives 10– These are the two approaches to be covered. Maslow’s Hierarchy of Needs All humans acquire a similar set of motives through genetic endowment and social interaction Some motives are more basic or critical than others The more basic motives must be satisfied to a minimum level before other motives are activated As the basic motives become satisfied, the more advanced motives come into play. 10– See pages 299–300 for discussion. Physiological Needs (Food, water, air, shelter, sex) Safety and Security Needs (Protection, order, stability) Social Needs (affection, friendship, belonging) Maslow’s Hierarchy of Needs Ego Needs (Prestige, status, self esteem) Self-Actualisation (Self-fulfillment) 10– There are numerous motivation theories. Maslow’s needs hierarchy states that basic motives must be minimally satisfied before more advanced motives are activated. It proposes five levels of motivation: physiological, safety, belonging, esteem and self-actualisation. (See page 300.) See Exhibit (page 301) for applications of Maslow’s motives in advertising. McGuire’s Psychological Motives . | Chapter 10 Motivation, Personality and Emotion The nature of motivation Theories of motivation How marketers can appeal to consumers’ motives The underlying aspects of the theories of personality The relationship of personality to marketing How emotions can be used in marketing strategies 10– In this lecture we will discuss some of the reasons that consumers behave the way they do, the theories of motivation and their application in marketing. We’ll also discuss theories of personality and how they can be applied. And finally, we’ll talk about how you can use insights about emotions in marketing. Firms now look to these aspects to differentiate their products, as the market is crowded with ‘look-alike’ products and these aspects can sometimes provide the marketing edge required. Theories of Motivation Maslow’s hierarchy of needs McGuire’s psychological motives 10– These are the two approaches to be covered. Maslow’s Hierarchy of Needs All humans acquire a similar set of .
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