session-3 motivation and involvement, attitudes and personality
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8/6/2019 Session-3 Motivation and Involvement, Attitudes and Personality
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Motivation andinvolvement, Attitudes and
PersonalitySandeep GundetiFaculty of MarketingDMS-SAKEC
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MotivationMotivation is the driving force within
individuals that impels them to action.Innate needs are physiological (biogenic);
they include the needs for food, water, air,clothing, shelter and sex.
Acquired needs are needs that we learn inresponse to our culture or environment;these may include needs for self-esteem,
prestige, affection, power and learning.Positive and negative motivation.Rational versus emotional motives.
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Dynamics of motivationNeeds are never fully satisfied.New needs emerge as old needs are satisfied.Success and failure influence goals.
Substitute goalsFrustrationDefense mechanism
Provide Table 4.2 Page 113 from Schiffman 9 th edition.
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undeti
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Hierarchy of needsMaslows hierarchy of needs
Image taken from wikipedia.org
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undeti
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Other motivational theoriesq McClellands theory of needsq Freuds theory
Psychological forces shaping peoplesbehaviour are largely unconscious and that a
person cannot fully understand his or her ownmotivations.
q Maslows theoryHierarchy of needs
q Herzbergs theory Two factor theory
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InvolvementIs related to the consumers values and self-
concept, which influence the degree of personal importance ascribed to a product orsituation.
Can vary across individuals and differentsituations
Is related to some form of arousal.
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Dimensions of involvementAntecedents are bases or sources that
interact with each other to generate thedegree of involvement the consumer willexperience at any particular time.
Person, Stimulus/Object and Situations.Moderating factorsInvolvement properties
Intensity, Direction and a level of persistence.
Response factors
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Case/Activity
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AttitudesAn attitude is a learned predisposition to
behave in a consistently favorable orunfavorable way with respect to a givenobject.
The attitude object.Attitudes are a learned predisposition.Attitudes have consistency.Attitudes occur within a situation.
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Tricomponent Attitude Model
Conatio
n
Affect
Cognition
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The cognitive component:Cognitions, beliefs.
The affective componentA consumers emotions or feelings about a
particular product or brand constitute theaffective component of an attitude.
The conative component:Likelihood or tendency that an individual will
undertake a specific action or behave in aparticualr way with regard to the attitudeobject.
Intention to buy
Tricomponent Attitude Model
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Multiattribute Attitude Models The attitude-toward-object model The attitude-toward-behavior model Theory of reasoned action model
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Theory of trying-to-consume modelAttitude-toward-the-ad models
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How attitudes are learnedSources of influence on attitude formationPersonality factos
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Behavior can precede or followattitude formation
Cognitive dissonance theoryAttribution theorySelf perception theory
Foot-in-the-door techniqueAttributions toward othersAttributions toward things
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How we test our attributions?DistinctivenessConsistency over timeConsistency over modality
Consensus
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Personality Those inner psychological characteristics that
both determine and reflect how a personresponds to his or her environment.
Personality reflects individual differences.Personality is consistent and enduring.Personality can change.
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Theories of PersonalityFreudian theory (Psychoanalytic theory of
personality)Id, superego and egoFreudian theory and product personality
Neo-Freudian personality theorySocial relationshipsStyle of lifeFeelings of inferiority
Trait theoryConsumer innovativeness, consumer
materialism and consumer ethnocentrism.
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Consumer Innovativeness and relatedPersonality traits
Consumer innovativenessDogmatismSocial characterNeed for uniquenessOptimum stimulation levelSensation seekingVariety-novelty seeking
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Cognitive Personality FactorsNeed for cognitionVisualizers versus Verbalizers
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Brand LoyaltyBrand personificationProduct personality and genderProduct personality and geographyPersonality and color
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Self and Self-imageOne or multiple selves
The makeup of the self-image The extended self Altering the self Virtual personality or self
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Case/Activity
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