Consumer Motivation and Personality W. Rofianto
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