Manifest Motives:
Motives that are known & freely admitted
. Latent Motives: Motives that either are unknown to the individual or are such that the individual is reluctant to.
What are McGuire’s psychological motives?
McGuire’s Psychological Motivations is
a classification system that organizes theories of motives into 16 categories
. The system helps marketers to isolate motives likely to be involved in various consumption situations.
What is the traits theory and how does it help marketers?
Trait Theory
Traits
help in defining the behavior of consumers
. According to the Trait theorists, an individual’s personality make-up stems out of the traits that he possesses, and the identification of traits is important. Trait theory is representative of multi-personality theories.
How do you uncover latent motives?
How do marketers uncover latent motives? They can be discovered by
standard marketing research techniques such as direct questioning
. Direct advertising appeals can be made to these motives. At other times, consumers are unable or unwilling to admit to the motives influencing them.
How do you appeal to manifest motives?
Manifest motives can
be appealed to directly – when appropriate
, for example through detailed product performance and benefits. Latent motives must often be appealed to indirectly via symbolism (sophisticated model) that speaks to the motive being targeted (wealth, power, and status).
What is a manifest motive?
Manifest Motives:
Motives that are known & freely admitted
. Latent Motives: Motives that either are unknown to the individual or are such that the individual is reluctant to. admit them.
What three conclusions have researchers reached about brand personality?
What three conclusions have researchers reached about brand personality? –
Consumers tend to project their own personalities onto a favorite brand. -Consumers readily assign human characteristics to brands. -Brand personalities are often the basis for a long-term relationship with the brand
.
What is need for autonomy?
Autonomy: People
need to feel in control of their own behaviors and goals
. This sense of being able to take direct action that will result in real change plays a major part in helping people feel self-determined. Competence: People need to gain mastery of tasks and learn different skills.
What two criteria did McGuire use to divide motivation into four main categories?
- Brand personalities create expectations about key brand characteristics.
- Consumers readily assign human characteristics to brands.
- Brand personalities are often the basis for a long-term relationship with the brand.
Which trait theory is most effective for understanding personality?
Another personality theory, called
the Five Factor Model
, effectively hits a middle ground, with its five factors referred to as the Big Five personality traits. It is the most popular theory in personality psychology today and the most accurate approximation of the basic trait dimensions (Funder, 2001).
What are the big five personality traits?
The five broad personality traits described by the theory are extraversion
(also often spelled extroversion), agreeableness, openness, conscientiousness, and neuroticism
. The five basic personality traits is a theory developed in 1949 by D. W.
What do the Big 5 personality traits reflect?
The Big Five personality traits are extraversion (also often spelled extroversion),
agreeableness, openness, conscientiousness, and neuroticism
. Each trait represents a continuum. Individuals can fall anywhere on the continuum for each trait. The Big Five remain relatively stable throughout most of one’s lifetime.
What motivates a buyer?
Behind every purchase, there is an underlying buyer motivation. It relates to the feelings, thoughts, and instincts that can result in a buyer’s desire to purchase an item. Buyer motivation, also known as buying motive, is a
combination of people’s emotional and factual states that drives their urge to purchase
.
What are the motives which influence purchase decision?
Buying motives of a buyer refers to
the influences or motivations forces
which determine his buying. In other words, a buying motive is the inner feelings, urge, instinct, drive, desire, stimulus, thoughts, or emotion that makes a buyer buy a certain product or service to satisfy his needs.
What motivates a consumer to buy a new product?
We know that customers buy for
both emotional and logical reasons
. They have needs, desires, and wants, which they expect would be fulfilled by the choices they make and the products they buy. … A company would be able to motivate customers to buy by understanding their feelings, emotions, beliefs, thoughts, and values.
What are the primary motives?
Primary & Secondary Motives:
Primary motives are
unlearned, physiological needs that
include hunger, thirst, sleep, sex, avoidance of pain etc. … Secondary motives are learned, social motives that arise as a result of interaction with other people and develop as people mature.
