CHAPTER 10
MOTIVATION, PERSONALITY, AND EMOTION
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1 THE NATURE OF MOTIVATION
1.1 Maslow’s Hierarchy of Needs
1.2 McGuire’s Psychological Motives
1.2.1 Cognitive Preservation Motives
1.2.1.1 Need for Consistency
1.2.1.2 Need for Attribution
1.2.1.3 Need to Categorize
1.2.1.4 Need for Objectification
1.2.2 Cognitive Growth Motives
1.2.2.1 Need for Autonomy
1.2.2.2 Need for Stimulation
1.2.2.3 Teleological Need
1.2.2.4 Utilitarian Need
1.2.3 Affective Preservation Motives
1.2.3.1 Need for Tension Reduction
1.2.3.2 Need for Expression
1.2.3.3 Need for Ego Defense
1.2.3.4 Need for Reinforcement
1.2.4 Affective Growth Motives
1.2.4.1 Need for Assertion
1.2.4.2 Need for Affiliation
1.2.4.3 Need for Identification
1.2.4.4 Need for Modeling
2 MOTIVATION THEORY AND MARKETING STRATEGY
2.1 Discovering Purchase Motives
2.2 Marketing Strategies Based on Multiple Motives
2.3 Motivation and Consumer Involvement
2.4 Marketing Strategies Based on Motivation Conflict
2.4.1 Approach—Approach Motivational Conflict
2.4.2 Approach—Avoidance Motivational Conflict
2.4.3 Avoidance—Avoidance Motivational Conflict
2.5 Marketing Strategies Based on Regulatory Focus
3 PERSONALITY
3.1 Multitrait Approach
3.2 Single-Trait Approach
3.2.1 Consumer Ethnocentrism
3.2.2 Need for Cognition
3.2.3 Consumers’ Need for Uniqueness
CHAPTER 10
MOTIVATION, PERSONALITY, AND EMOTION
4 THE USE OF PERSONALITY IN MARKETING PRACTICE
4.1 Communicating Brand Personality
4.1.1 Celebrity Endorsers
4.1.2 User Imagery
4.1.3 Executional Factors
5 EMOTION
5.1 Types of Emotions
6 EMOTIONS AND MARKETING STRATEGY
6.1 Emotion Arousal as a Product and Retail Benefit
6.2 Emotion Reduction as a Product and Retail Benefit
6.3 Consumer Coping in Product and Service Encounters
6.4 Emotion in Advertising