Transcript of Chapter 10: Motivation, Personality, and Emotion
BY: AMBER FLETCHER
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Leticia Alvarado-Lopez Learning Objectives Motivation: Maslow's Hierarchy of Needs McGuire's Psychological Motives Consumers do not buy products - they buy motive satisfaction or problem solutions.
Firms must discover the motives that their products and brands can satisfy and develop marketing mixes around these motives
Marketers do not create needs - marketers create demand.
Demand is the willingness to buy a particular product or service.
Demand is caused by a need or motive. Define motivation and summarize the motivation sets put forth by Maslow and McGuire.
Articulate motivation's role in consumer behavior and marketing strategy.
Define personality and the various theories of personality.
Understand emotion and how to use them. Motivation is the energizing force that activates behavior & provides purpose & direction to that behavior.
Answer's the "Why?"
Reason's for behavior
A motive is a construct representing an unobservable inner force that stimulates & compels a behavioral response & provides specific direction to that response.
Why a individual does something
Need & motivation can be used interchangeably. Needs influence motivation, feelings & emotions.