Consumer Motivation and Personality

W. Rofianto

Motivation

Motivation is the driving force that impels people to act.

Anthropomorphism refers to attributing human characteristics tosomething that is not human

Needs

Physiological needs are innate (biogenic, primary) andfulfilling them sustains biological existence

Psychological needs are learned from our parents, socialenvironment, and interactions with others

Goals

Generic goals are outcomes that consumers seek in order tosatisfy physiological and psychological needs

Product-specific goals are outcomes that consumers seek byusing a given product or service

Selecting Goals

negative outcomes that we want to prevent

are called avoidance objects

Positive outcomes that we seek

are called approach objects

Needs and Goals Are Interdependent

Maslow’s hierarchy of Needs

“lets you do great things” “be all you can be”

The Measurement of Motives

Self-reporting

Qualitative research

Motivational research

The Nature of Personality

▪ Personality reflects individual differences▪ Personality is generally consistent and enduring▪ Although it is enduring, personality can change

The Theories of Personality

Freudian theory

primitive and impulsive drives

internal expression of society’s moral and ethical codes

individual’s conscious control

Neo-Freudian theory

Neo-Freudian theory maintains that, in addition to Freud’sconcepts, social relationships play a crucial role in thedevelopment of personality

Karen Horney proposed that individuals be classified into threepersonality groups:1. Compliant individuals are those who move toward others and wish

to be loved, wanted, and appreciated.2. Aggressive individuals are those who move against others and

desire to excel and win admiration.3. Detached individuals are those who move away from others and

seek independence, self reliance, self-sufficiency, and freedom fromobligations.

Trait theory

Trait theory focuses on empirical measures of personality interms of specific psychological characteristics, called “traits.”

Traits are personal characteristics or features that set oneperson apart from another person.

Researchers developed tailor-made, single-trait personality testsfor consumer behavior studies. These personality tests measure such

traits as innovativeness (how receptive a person is to new consumer-

related experiences or the early consideration and purchase of new

products and services), materialism (the degree of the consumer’s

attachment to worldly possessions), and ethnocentrism (the

consumer’s likelihood to accept or reject foreign-made products).

Consumer materialism

Materialism gauges the extent to which an individual ispreoccupied with purchasing and showing off physical possessionsthat are mostly nonessential and often conspicuous luxury goods

Compulsive Consumption

Compulsive consumption is addictive and out-of-control buyingthat often has damaging consequences for both the compulsiveshopper and those around him or her [uncontrollable shopping,gambling, drug addiction, alcoholism, and eating disorders].

Fixated Consumption

Fixated consumption refers to collectors’ and hobbyists’ tendencyto accumulate items that are related to their interests and showthem off to friends and others with similar interests

Personality and Color

Product and Brand Personification

Brand personification occurs when consumers attribute humantraits or characteristics to a brand.

Self-image

Represents the way a person views herself or himself

1. Actual self-image is the way consumers see themselves;2. Ideal self-image is how consumers would like to see themselves;3. Social self-image is how consumers feel others see them; 4. Ideal social self-image is how consumers would like others to see them.

The Extended Self

Consumers’ possessions can confirm or extend their self-images

1. Actually, by allowing to do things that otherwise would be very difficult or impossible to accomplish (e.g., problem solving by using a computer).

2. Symbolically, by making the person feel better (e.g., being considered the “best dressed” at work).

3. Conferring status or rank, for example, being an art collector and owning a rare and well known masterpiece.

4. Feelings of immortality by leaving valuable bequests after death.

Altering the Self

Sometimes consumers wish to change or improve their selves

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