The document discusses theories of motivation, affect, and personality as they relate to consumer behavior. It covers major motivation theories including Maslow's hierarchy of needs and opponent process theory. It also discusses the structure of emotions and how marketers can use emotions in product positioning, advertising, and branding. Finally, it covers personality theories including the five-factor model and how brands can develop personalities.

2. Model of Consumer Motivation Stimulus Actual State Desired State Need Recognition Drive State Goal- directed Behavior Incentive Objects Motivation: An activated state within a person that leads to goal-directed behavior. *** It is the reason for behavior. Motive: An unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response. Expressive & Utilitarian Needs

5. Midrange Theories of Motivation Summary of Psychological Motives Relevant to Marketing: Opponent-Process Theory Optimum Stimulation Levels Hedonic Experiences Maintain Behavioral Freedom Risk: Seek or Avoid Attribute Causality

10. Motivation Theory and Marketing Strategy Consumers do not buy products; instead they buy motive satisfaction or problem solutions . Managers must discover the motives that their product and brands can satisfy and develop marketing mixes around these motives.

11. Motivation Theory and Marketing Strategy Manifest motives are motives that are known and freely admitted. Latent motives are either unknown to the consumer or are such that he/she is reluctant to admit them. Discovering Purchase Motives

14. Structure of Emotions Interpreted as emotions based on situation Physiological changes Mental imagery Environmental event Thoughts Behaviors Affect Specific feelings

16. Emotion, Product Positioning, and Advertising When should you use it? Potential Problems?

17. Emotions and Branding A great brand concept can change a companies entire future. Biggest misconception in branding is the belief that branding is about market share when it is really about “mind and emotions share” What constitutes a great brand concept today? Understanding people’s emotional needs and desires is key to success.

22. The Five-Factor Model of Personality Personality

23. Personality Examples of Single-Trait Theories Vanity Materialism Sensation Seeking Compulsive Buying Affect Intensity Ethno-centrism Need for Cognition Need for Uniqueness