Session-3 Motivation and Involvement, Attitudes and Personality

8/6/2019 Session-3 Motivation and Involvement, Attitudes and Personality

1/23

Motivation andinvolvement, Attitudes and

PersonalitySandeep GundetiFaculty of MarketingDMS-SAKEC


2/23

07/25/11Copyright withProf.Sandeep G

undeti

2

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.


3/23


undeti

3

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.


4/23


undeti

4

Hierarchy of needsMaslows hierarchy of needs

Image taken from wikipedia.org


5/23


undeti

5

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


6/23


undeti

6

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.


7/23


undeti

7

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


8/23


undeti

8

Case/Activity


9/23

07/25/11Copyright withProf.Sandeep Gundeti

9

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.


10/23


10

Tricomponent Attitude Model

Conatio

n

Affect

Cognition


11/23


11

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


12/23


12

Multiattribute Attitude Models The attitude-toward-object model The attitude-toward-behavior model Theory of reasoned action model


13/23


13

Theory of trying-to-consume modelAttitude-toward-the-ad models


14/23


14

How attitudes are learnedSources of influence on attitude formationPersonality factos


15/23


15

Behavior can precede or followattitude formation

Cognitive dissonance theoryAttribution theorySelf perception theory

Foot-in-the-door techniqueAttributions toward othersAttributions toward things


16/23


16

How we test our attributions?DistinctivenessConsistency over timeConsistency over modality

Consensus


17/23


17

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.


18/23


18

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.


19/23


19

Consumer Innovativeness and relatedPersonality traits

Consumer innovativenessDogmatismSocial characterNeed for uniquenessOptimum stimulation levelSensation seekingVariety-novelty seeking


20/23


20

Cognitive Personality FactorsNeed for cognitionVisualizers versus Verbalizers


21/23


21

Brand LoyaltyBrand personificationProduct personality and genderProduct personality and geographyPersonality and color


22/23


22

Self and Self-imageOne or multiple selves

The makeup of the self-image The extended self Altering the self Virtual personality or self


23/23


23

Case/Activity

Documents

Session-3 Motivation and Involvement, Attitudes and Personality