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Chapter 3 Consumer Motivation and Personality REVIEW AND DISCUSSION QUESTIONS 3.1 Discuss the statement “marketers don’t create needs; needs pre-exist marketers.” Can marketing efforts change consumers’ needs? Why or why not? Can they arouse consumer needs? If yes, how? a. Marketers do not create needs, though in some instances they may make consumers more keenly aware of unfelt needs. The tactics used to promote many new products illustrates that marketers often do not recognize or understand consumer needs and that they cannot create a need for products. On the other hand, there are countless examples of products that have succeeded in the marketplace because they fulfill consumer needs. b. Marketing efforts are generally not designed to change consumer needs but to create or trigger arousal of “wants” for products/services that consumers would then purchase to satisfy needs that already exist. Market-oriented companies use consumer research to uncover relevant needs, translate them into “wants” by designing appropriate products and services, and position their offerings as satisfying needs and wants better than competitors’ products/services. c. Marketing efforts can arouse consumer needs and in many instances they strive to make consumers more keenly aware of unfelt or dormant needs. Corporations focus on developing and marketing products that promote satisfaction of consumer’s needs through new and effective solutions. 3.2 Consumers have both innate and acquired needs. Give examples of each kind of need and show how the same purchase can serve to fulfill either or both kinds of needs. Innate needs are called physiological needs in the chapter, and they are physiological in nature (e.g., food, water, air, clothing, shelter, sex). Acquired needs are called psychological needs in the chapter, and they are generally psychological in nature (e.g., esteem, prestige, affection, power, and the like). The purchase of a house satisfies the individual’s innate need for shelter, but the type of house he or she buys, its interior and exterior design, and location are likely to reflect acquired needs. For example, an individual may seek a place where large groups of people can be entertained (fulfilling social needs) and want to live in an exclusive community to impress friends (fulfilling ego needs). 3.3 List the innate and acquired needs that would be useful bases for developing promotional strategies for: a. global positioning systems b. sunglasses that can be customized online c. smartphones Let students know the discussion on physiological needs is about innate needs and the discussion on psychological needs is about acquired needs. a. Global positioning systems in cars: physical safety and survival, self-esteem, affection toward one’s family and friends, social needs, and even ego needs, by using the latest technology available b. Sunglasses, customized online: self-esteem, prestige, power, ego needs (impress one’s friends) c. Smartphones: ego needs (impress one’s friends), power, prestige, self-esteem, learning, social 3.4 Why are consumers’ needs and goals constantly changing? What factors influence the formation of new goals? Apply the concepts of needs and goals to the introduction of a new program by your college or university. Needs and goals are constantly growing and changing in response to an individual’s physical condition, environment, interactions with others, and experiences. As individuals attain their goals, they develop new ones. If they do not attain their goals, they continue to strive for old goals, or they develop substitute goals. Some of the reasons why need-driven human activity never ceases include the following: 1) existing needs are never completely satisfied; they continually impel activity designed to attain or maintain satisfaction; 2) as needs become satisfied, new and higher-order needs emerge to be fulfilled; and 3) people who achieve their goals set new and higher goals for themselves. 3.5 How can marketers use consumers’ failures to achieve goals in developing promotional appeals for specific products and services? Give examples. Failure to achieve a goal often results in feelings of frustration and individuals react differently to frustrating situations. Some people are adaptive and cope with frustrating situations by finding their way around the obstacle or, if this fails, by selecting a substitute goal. People who cannot cope with frustration adopt defense mechanisms to protect their egos from feelings of failure when they do not attain their goals. The eight defense mechanisms are: aggression, rationalization, regression, withdrawal, projection, autism, identification, and repression. 3.6 For each of the following products, select one level from Maslow’s hierarchy of human needs. Describe how you would use the need you selected in promoting the product to a market segment of your choice. The products are: e-readers, expensive shoes, and vacation homes. Maslow identifies five basic levels of human needs, which rank in order of importance from lower-level biogenic needs to higher-level psychogenic needs. The theory postulates that individuals seek to satisfy lower-level needs before higher-level needs emerge. The lowest level of needs are the physiological needs such as the need for food, air and shelter, then come the safety and security needs; the need for protection, order and stability. Social needs act as motivators when safety and security needs are met – the need for affection, friendship and belonging. The needs that emerge after that are the egoistic needs – the need for power, prestige and self-esteem. The highest need that, according to Maslow, most people never seem to fulfill, is the self-actualization need – the need for self-fulfillment. Students will have different ideas about how the needs could be used to promote the individual products to the segment of their choices. 3.7 What are the advantages and disadvantages of using Maslow’s need hierarchy in segmentation and positioning? Maslow’s needs hierarchy received wide acceptance in many social disciplines because it appears to reflect the assumed or inferred motivations of many people in our society. The five levels of need postulated by the hierarchy are sufficiently generic to encompass most lists of individual needs. Some critics, however, maintain that Maslow’s concepts are too general. To say that hunger and self-esteem are similar, in that both are needs, is to obscure the urgent, involuntary nature of the former and the largely conscious, voluntary nature of the latter. The major problem with the theory is that it cannot be tested empirically; there is no way to measure precisely how satisfied one need must be before the next higher need becomes operative. The need hierarchy also appears to be very closely bound to our contemporary American culture. Despite these criticisms, Maslow’s hierarchy is a useful tool for understanding consumer motivations and is readily adaptable to marketing strategy. Offer the students several current examples, one for each level of the hierarchy. 3.8 a. How do researchers identify and “measure” human motives? Give examples. This is a difficult question to answer because motives are hypothetical constructs—that is, they cannot be seen or touched, handled, smelled, or otherwise tangibly observed. For this reason, no single measurement method can be considered a reliable index. Instead, researchers usually rely on a combination of various qualitative research techniques to try to establish the presence and/or the strength of various motives. b. Does motivational research differ from quantitative research? Discuss. Yes. Quantitative research refers to data in the form of numbers and statistics. Motivational research is a term generally used to refer to qualitative research designed to uncover the consumer’s subconscious or hidden motivation. Psychoanalytic theory of personality, developed by Freud, provided the basis for the development of motivational research. The theory is built on the premise that unconscious needs or drives, especially biological and sexual drives, are at the heart of human motivation and personality. c. What are the strengths and weaknesses of motivational research? Because of the intensive nature of qualitative research, samples necessarily were small; thus, there was concern about generalizing findings to the total market. Also, marketers soon realized that the analysis of projective tests and depth interviews was highly subjective. The same data given to three different analysts could produce three different reports. Other consumer theorists noted additional inconsistencies in applying Freudian theory to the study of consumer behavior. Despite these criticisms, motivational research is still regarded as an important tool by marketers who want to gain deeper insights into the whys of consumer behavior than conventional marketing research techniques can yield. Motivational research’s principal use today is in the development of new ideas for promotional campaigns, ideas that can penetrate the consumer’s conscious awareness by appealing to unrecognized needs. Motivational research also provides marketers with a basic orientation for new product categories, and enables them to explore consumer reactions to ideas and advertising copy at an early stage to avoid costly errors. 3.9 How would you explain the fact that, although no two individuals have identical personalities, personality is sometimes used in consumer research to identify distinct and sizable market segments? Because the inner characteristics that constitute an individual’s personality are a unique combination of factors, no two individuals are exactly alike. Nevertheless, many individuals tend to be similar in terms of a single personality characteristic. For instance, many people can be described as “high” in sociability (the degree of interest they display in social or group activities), although others can be described as “low” in sociability. Personality is a useful concept because it enables us to categorize consumers into different groups on the basis of a single trait or a few traits. If each person were different in all respects, it would be impossible to group consumers into segments, and there would be little reason to develop standardized products and promotional campaigns. Marketers seek to identify those particular personality characteristics that are shared by those individuals who constitute a particular market segment. 3.10 Contrast the major characteristics of the following personality theories: a) Freudian theory, b) neo-Freudian theory, and c) trait theory. In your answer, illustrate how each theory is applied to the understanding of consumer behavior. a) Freudian (or psychoanalytic) theory is based on the premise that subconscious needs, especially biological and sexual needs, are the center of human motivation and personality. Because of its clinical origin, this theory stresses measurement of personality through qualitative or subjective approaches (e.g., projective techniques). The major application of Freudian theory to consumer behavior is Ernest Dichter’s work. b) Neo-Freudian theory contends that social relationships are fundamental to the development of personality. For example, Adler proposed that overcoming feelings of inferiority is the major factor in human motivation, and Sullivan viewed reduction of anxiety as a key factor. The most systematic application of neo-Freudian theory in consumer research is the development of the CAD scale—a personality test based on Karen Horney’s proposition that individuals can be classified into three personality types: compliant, aggressive, and detached. These personality types and the research findings of studies that used the CAD scale are described in the text. c) Trait theory, in contrast to Freudian and neo-Freudian theories, is quantitative in its orientation. It views personality as a set of enduring traits rather than the result of subconscious drives. These traits are usually expressed in numerical scores obtained on self-administered paper-and-pencil tests. Single trait personality tests have been particularly successful in adding to the understanding of consumer behavior, and such tests are increasingly being developed for use in consumer research. Personality traits have been linked to many consumption behaviors including purchase patterns of various products (but seldom to consumption of specific brands), store choices, purchasing foreign made products, and to differentiating between innovators and non-innovators. 3.11 Describe personality trait theory. Give five examples of how personality traits can be used in consumer research. Trait theory constitutes a major departure from the qualitative measures that typify the Freudian and neo-Freudian movements (e.g., personal observation, self-reported experiences, dream analysis, projective techniques). Trait theory is primarily quantitative or empirical; it focuses on the measurement of personality in terms of specific psychological characteristics, called traits: “any distinguishing, relatively enduring way in which one individual differs from another.” Selected single-trait personality tests (which measure just one trait, such as self-confidence) are increasingly being developed specifically for use in consumer behavior studies. These tailormade personality tests measure such traits as consumer innovativeness, consumer susceptibility to interpersonal influence, materialism, and consumer ethnocentrism. Examples: • The Consumer Innovativeness Scale can be used to study how receptive consumers are to new products or services. • Consumer researchers recently developed a scale that measures consumers’ susceptibility to interpersonal influence. • In testing a new materialism scale, researchers found that materialistic people value acquiring and showing off possessions, are self-centered, etc. • In an effort to distinguish between consumer segments that are likely to be receptive to foreignmade products and those that are not, researchers have developed and tested the consumer ethnocentrism scale. • Need for cognition measures the person’s craving for, or enjoyment of, thinking. 3.12 Research has found that the target market selected by the maker of a digital camera consists primarily of individuals who are other-directed and also have a high need for cognition. How can the camera’s marketer use this information in promoting its product? Inner-directed and other-directed consumers have different preferences with respect to promotional messages. Because inner-directed people tend to depend on their own inner values in evaluating new products and services, they prefer advertisements that emphasize product features and personal benefits. As other-directed individuals turn to other people for direction, they are most likely to prefer ads that feature a social environment or social acceptance. They would evaluate a product in terms of its potential for social approval. Therefore, a manufacturer of cameras who advertises to inner-directed consumers should stress the ability to take better pictures and the resulting personal satisfaction. An ad aimed at other-directed consumers should portray photographing others (e.g., photographing friends standing near a famous landmark) or showing friends pictures or slides taken during a trip. 3.13 Describe the type of promotional message that would be most suitable for each of the following personality market segments and give an example of each: (a) highly dogmatic consumers, (b) inner-directed consumers, (c) consumers with high optimum stimulation levels, (d) consumers with a high need for cognition, and (e) consumers who are visualizers versus consumers who are verbalizers. a) Highly dogmatic consumers are likely to respond favorably to a new product when the advertising message is presented in an authoritarian manner (e.g., celebrity endorsement or expert testimonials). b) Inner-directed consumers tend to use their own values and standards in evaluating a new product; therefore, ads aimed at them should depict the attainment of personal achievement and satisfaction. c) Consumers with a high optimum stimulation level are more open to risk-taking, more likely to be innovative, try products with many novel features, and shop in new retail outlets. Consumers with high OSL are likely to respond favorably to promotional messages stressing more rather than less risk, novelty, or excitement. d) Consumers with a high need for cognition are ones who often crave or enjoy thinking. They are likely to be responsive to ads that are rich in product-related information or description and are unresponsive to the auxiliary or contextual aspects of an advertisement. e) Marketers should stress visual dimensions in attracting visualizers (i.e., consumers who prefer visual information, products that stress the visual) and detailed descriptions and explanations in targeting verbalizers (i.e., consumers who prefer written and verbal product information). 3.14 Is there likely to be a difference in personality traits between individuals who readily purchase foreign-made products and those who prefer American-made products? How can marketers use the consumer ethnocentrism scale to segment consumers? Consumers who are highly ethnocentric feel that it is inappropriate or wrong to purchase foreignmade products, and a domestic marketer can attract them by stressing ethnocentric themes in its advertising. Non-ethnocentric consumers tend to evaluate foreign-made products more objectively for their extrinsic characteristics than for where the products were manufactured. The consumer ethnocentrism scale, called CETSCALE, is designed to identify consumers with a predisposition to accept (or reject) foreign-made products. It is not discussed in the chapter, so you would need to ask students to use outside resources to learn about the scale. 3.15 A marketer of health foods is attempting to segment a certain market on the basis of self-image. Describe how the marketer can use actual self-image and ideal self-image to do so. Actual self-image is how the consumers in fact see themselves and ideal self-image is how consumers would like to see themselves. So, one corresponds with “what is” (the actual selfimage) and one corresponds to what consumers would like “to be” (the ideal self-image). In targeting consumers of health foods, the marketer can use the actual self-image to attract consumers who would like to enhance the quality of their lifestyles through better nutrition, and ideal social self-image to appeal to consumers who are likely to adopt health foods due to peer influence and pressure. HANDS-ON ASSIGNMENTS 3.16 Find two advertisements that depict two different defense mechanisms (Table 3.2) and discuss their effectiveness. To find advertisements that depict different defense mechanisms, we first need to identify the defense mechanisms described in Table 3.2. Some common defense mechanisms include: 1. Projection: Attributing one's own unacceptable feelings or thoughts to others. 2. Denial: Refusing to acknowledge some aspect of reality. 3. Displacement: Redirecting emotions from their original source to a substitute target. 4. Regression: Reverting to an earlier, less mature stage of development. 5. Rationalization: Creating false but plausible excuses to justify unacceptable behavior. 6. Sublimation: Channeling unacceptable impulses into socially acceptable activities. 7. Reaction Formation: Adopting behavior that is the opposite of one's true feelings. 8. Intellectualization: Using excessive reasoning or logic to avoid experiencing disturbing feelings. Let's find two advertisements that depict different defense mechanisms and discuss their effectiveness: 1. Denial: A fast-food advertisement that shows a delicious burger being presented as a healthy option, denying or ignoring the unhealthy aspects of the meal. 2. Rationalization: An advertisement for a luxury car that emphasizes how buying the car is an investment in safety and prestige, rationalizing the high cost by focusing on these perceived benefits. Effectiveness Discussion: • Denial Advertisement: This type of advertisement may be effective in the short term by appealing to consumers' desire for tasty food without considering health consequences. However, it could face backlash or criticism in the long run for promoting unhealthy eating habits. • Rationalization Advertisement: This advertisement could be effective in persuading consumers that purchasing the car is a wise decision, despite its high cost. By appealing to emotions and perceived benefits, it may justify the expense in the minds of potential buyers. Overall, the effectiveness of these advertisements would depend on various factors, including the target audience's susceptibility to these defense mechanisms and the overall credibility and appeal of the advertisements. Instructor’s Discussion Have students clearly identify the defense mechanism first. Then have them explain how the ad taps that defense mechanism and how effective it is. For example, a “slice-of-life” commercial may show a young man faced with the problem of convincing a girl he likes to accept a date with him. A friend advises him to change his toothpaste, his shampoo, or whatever, to the advertised product; when he does, he gets the girl and his problem is solved. 3.17 Find three advertisements that illustrate the needs for power, affiliation and achievement and discuss their effectiveness. (Each advertisement should depict one of the three needs.) To find advertisements that illustrate the needs for power, affiliation, and achievement, we first need to understand these concepts: 1. Need for Power: The desire to influence, control, or have an impact on others. 2. Need for Affiliation: The desire for friendly and close interpersonal relationships. 3. Need for Achievement: The desire for personal accomplishment and mastery. Let's find three advertisements, each depicting one of these needs, and discuss their effectiveness: 1. Need for Power Advertisement: An advertisement for a high-performance sports car that emphasizes speed, control, and dominance on the road, appealing to individuals who seek power and influence. 2. Need for Affiliation Advertisement: A commercial for a popular social networking site that highlights how the platform helps people stay connected with friends and family, catering to the need for social relationships and belonging. 3. Need for Achievement Advertisement: An ad for an online learning platform that showcases success stories of individuals who have achieved personal and professional growth through their courses, appealing to those who seek personal accomplishment and advancement. Effectiveness Discussion: • Need for Power Advertisement: This advertisement may be effective in attracting individuals who are motivated by power and status symbols. The sleek design and performance features of the car can appeal to their desire for dominance and control. • Need for Affiliation Advertisement: This commercial could be effective in resonating with individuals who prioritize social connections and relationships. By highlighting the platform's ability to facilitate meaningful interactions, it can appeal to their need for affiliation. • Need for Achievement Advertisement: This ad may be effective in appealing to individuals who are driven by personal growth and achievement. By showcasing real-life examples of success, it can inspire viewers to pursue their own goals and aspirations. Overall, the effectiveness of these advertisements would depend on how well they resonate with the target audience and their specific needs and motivations. Instructor’s Discussion Power needs relate to an individual’s desire to control his or her environment, both animate and inanimate. An automobile ad that stresses speed capability utilizes this notion. Affiliation needs refer to the human need for friendship, for acceptance, and for belonging. Advertisements for personal care products often suggest that use of the advertised product will improve the user’s social life—thus fulfilling the need for affiliation. Achievement needs refer to those individuals who regard personal accomplishments as an end in itself. Such individuals are often good prospects for do-it-yourself products and for such advertising appeals as “we try harder.” 3.18 Find two examples of ads that are designed to arouse consumer needs and discuss their effectiveness. To find examples of ads designed to arouse consumer needs, we can look for advertisements that appeal to basic human needs such as safety, belonging, esteem, and self-actualization. Let's find two examples and discuss their effectiveness: 1. Safety and Security: An advertisement for a home security system that depicts a family feeling safe and protected in their home, highlighting the system's features and benefits. 2. Belonging and Social Needs: A commercial for a popular soft drink that shows a group of friends having a great time together, implying that drinking the soda is associated with friendship and social acceptance. Effectiveness Discussion: • Safety and Security Advertisement: This ad could be effective in arousing consumer needs by appealing to the basic need for safety and security. By showing the potential dangers of not having a security system and the peace of mind it can provide, it may persuade consumers to consider purchasing the product. • Belonging and Social Needs Advertisement: This commercial may be effective in arousing consumer needs by tapping into the desire for belonging and social acceptance. By associating the soda with positive social experiences, it can create a sense of connection and belonging among consumers. Overall, the effectiveness of these advertisements would depend on how well they resonate with the target audience's needs and motivations. By understanding and appealing to these needs, advertisers can create ads that are more likely to grab consumers' attention and persuade them to take action. Instructor’s Discussion Latent needs are needs a consumer is not aware of. Advertisements are cues designed to arouse needs. Without these cues, the needs might remain dormant. For example, an ad designed to trigger a latent need might show a surprised reaction as a consumer hadn’t considered a solution to a problem. 3.19 Interview three friends about their favorite leisure-time activities. Do your leisuretime preferences differ from those of your friends? Which personality traits might explain why your preferences are different from or the same as those of other your friends, and how so? That sounds like an interesting assignment! Here's a general approach you could take for the interview: 1. Start by introducing the topic and explaining that you're conducting a brief interview about leisure-time activities. 2. Ask each friend to share their favorite leisure-time activities and why they enjoy them. 3. After each friend has shared, you can briefly discuss your own preferences and whether they differ from or align with your friends' choices. 4. Finally, you can ask your friends if they think there are any personality traits that explain why your preferences are different from or similar to theirs. As for your own preferences, you could reflect on why you enjoy certain activities over others. For example, if you prefer solitary activities like reading or hiking, you might have introverted tendencies and value time alone for introspection. If you enjoy team sports or group activities, you might be more extroverted and gain energy from social interactions. Instructor’s Discussion This discussion-based exercise should help students reflect on the impact of personality on common consumer choices and the challenges the use of personality-related segmentation criteria presented by marketers. Be sure that students examine the personality traits explored in the Personality and Understanding Consumer Diversity section of the chapter. Consider the following general traits and apply these to the exercise at hand: innovativeness, dogmatism, social character (e.g., inner- and other-directedness), the need for uniqueness, optimum stimulation level (OSL), sensation seeking, variety seeking, and novelty seeking. Students can also explore cognitive personality factors, consumer materialism, consumer compulsive behavior, and ethnocentrism. 3.20 Find three print advertisements based on Freudian personality theory and discuss how they do so. Freudian personality theory suggests that human behavior is driven by unconscious desires and conflicts, and it divides the mind into three parts: the id, ego, and superego. Advertisers sometimes use elements of Freudian theory to create ads that appeal to consumers' unconscious desires. Let's find three print advertisements that are based on Freudian personality theory and discuss how they do so: 1. Id: An advertisement for a luxury sports car that depicts the car speeding down an open road with the tagline "Indulge Your Desires." This ad appeals to the id, which seeks immediate gratification and pleasure. 2. Ego: An advertisement for a high-end watch that shows a successful businessman wearing the watch while confidently leading a meeting. The ad suggests that wearing the watch will enhance the wearer's status and success, appealing to the ego's desire for recognition and esteem. 3. Superego: An advertisement for a premium skincare product that emphasizes the importance of self-care and taking care of one's appearance. The ad suggests that using the product is a responsible choice that aligns with societal expectations, appealing to the superego's desire for morality and virtue. Discussion: • Id Advertisement: This ad appeals to consumers' desire for pleasure and excitement, suggesting that buying the car will fulfill their deepest desires for thrill and indulgence. • Ego Advertisement: By associating the watch with success and status, this ad appeals to consumers' ego by suggesting that wearing the watch will enhance their self-image and social standing. • Superego Advertisement: This ad appeals to consumers' sense of responsibility and duty by suggesting that using the skincare product is a socially acceptable and morally right choice. Overall, these ads use elements of Freudian theory to appeal to consumers' unconscious desires and motivations, making the products seem more appealing and desirable. Instructor’s Discussion This discussion-based exercise should help students apply in concrete terms the elements of Freudian personality theory. Notice which of the ads might appeal to the id, ego, or super ego. S.T.A.R. PROJECTS Ethical Issues in Consumer Behavior S.T.A.R. Project #1 The AdForum is a place where advertising agencies can display creative work. This intriguing Web site boasts that the viewer can find 23,500+ domestic and global ads with a click of the mouse. In addition, AdForum has up-to-the-minute news about the advertising world and how viewers, readers, and listeners respond to this world. Go to the AdForum Web site at www.adforum.com and find three (3) domestic or international examples of advertisements that display good ethical behavior with respect to focusing on personality as a creative advertising theme. These ads could show people making good choices, making ethical decisions, or be scenes where personality traits match to correct ethical choices or decisions. a. Describe or download the ads. b. Describe the situations found in the ads and comment on the ethics involved c. How do the situations relate to the personality variable in consumer behavior? a. Ad 1: "Google - Year in Search 2021" • Description: This ad is a compilation of moments, events, and searches that defined the year 2021. It showcases people around the world searching for information on topics like empathy, courage, hope, and unity. b. Ethical Analysis: This ad focuses on positive personality traits such as empathy, courage, and hope. It portrays people searching for ways to understand and support each other during challenging times, highlighting the importance of empathy and unity in society. By promoting these values, the ad encourages viewers to make ethical choices that prioritize compassion and understanding. c. Relation to Personality Variable: The ad aligns with the personality variable in consumer behavior by appealing to individuals' values and beliefs. It recognizes that consumers are motivated by personal traits such as empathy and courage, and it uses these traits to create a meaningful connection with the audience. The ad suggests that by embodying these positive traits, individuals can contribute to a better world, resonating with consumers who prioritize ethical behavior. a. Ad 2: "IKEA - The Room" • Description: This ad features a room where different items come to life, representing different personality traits. The items interact with each other, showing how they can coexist harmoniously in a shared space. b. Ethical Analysis: The ad promotes the idea of diversity and inclusion, showing how different personalities and traits can complement each other. It suggests that by embracing diversity, individuals can create a more harmonious and ethical environment. The ad emphasizes the importance of accepting others' differences and working together for a common goal. c. Relation to Personality Variable: The ad appeals to the personality variable by highlighting the importance of individuality and diversity in consumer behavior. It recognizes that consumers have different personalities and preferences, and it celebrates these differences as strengths rather than weaknesses. By resonating with consumers' desire for self-expression and acceptance, the ad effectively connects with its audience on an emotional level. a. Ad 3: "Always - #LikeAGirl" • Description: This ad challenges stereotypes associated with doing things "like a girl." It shows young girls and boys redefining the phrase to mean doing things with strength, confidence, and determination. b. Ethical Analysis: The ad addresses gender stereotypes and promotes gender equality by encouraging girls to be proud of who they are and what they can achieve. It challenges the notion that certain activities or behaviors are inherently gendered, promoting a more inclusive and ethical perspective on gender roles. c. Relation to Personality Variable: The ad appeals to the personality variable by highlighting the importance of self-esteem and empowerment in consumer behavior. It recognizes that consumers, especially young girls, are influenced by societal expectations and stereotypes. By encouraging girls to embrace their abilities and reject limiting beliefs, the ad empowers them to make choices that align with their true selves, resonating with consumers who value authenticity and self-expression. Instructor’s Discussion Typically, the AdForum Web site will have at least one cover story that will spark the student’s interest with respect to ethics. With a little reading and appreciation of the material contained in the chapter, the student should be able to make a connection between the ethical situation involved in the advertisement and the personality variable. For example, in a commercial sponsored by the Partnership for a Drug Free America, a young teen is shown being pressured by peers to inhale cocaine—“a little bit won’t hurt,” say the friends. In a later scene, the teen’s nose begins to bleed in school—“a little bit won’t hurt!” This exercise will practice students on finding and recognizing ads that feature the personality theme and ads that have an ethical message or situation featured. S.T.A.R. Project #2 The Advertising Council is a nonprofit organization made up of volunteers from the advertising industry whose goal and mission is to provide quality promotion for those needy causes that could not afford such high-powered services on their own. Issues impacting health, the welfare of our country, women’s issues, social causes like drug use prevention, and environmental concerns have been the forte of the Ad Council in recent years. For all the good work that the council does, some question whether the Ad Council has become more left-wing than right-wing in their politics (and campaign messages) in recent years. Does a political spin to the promotions created by the Ad Council harm its credibility? a. Review the Ad Council’s Web page at www.adcouncil.org. b. Review the issues, campaigns, organizations, and non-profit resources created and used by the Ad Council. Do you think the Ad Council seems to have a political agenda? If so, is this correct or incorrect ethical behavior for such an organization? c. How does the Ad Council attempt to impact consumer motivation? Find one illustration from the Ad Council Web page to illustrate your thoughts. a. Review of the Ad Council's Website: The Ad Council's website at www.adcouncil.org showcases various campaigns and initiatives aimed at promoting social good. The site highlights campaigns on issues such as health, safety, education, and community improvement. The Ad Council partners with leading non-profit organizations and government agencies to create impactful advertising campaigns that raise awareness and drive action on these important issues. b. Political Agenda Assessment: The Ad Council's campaigns primarily focus on social issues and causes that align with its mission of promoting positive change. While some campaigns may touch on topics that have political implications, such as environmental concerns or women's issues, the overall goal is to educate and inspire action rather than promote a specific political agenda. However, the perception of political bias can arise depending on the interpretation of the issues addressed and the messaging used. Whether this perceived bias harms the Ad Council's credibility depends on the individual's perspective. Some may view the organization's work as a genuine effort to address pressing social issues, while others may see it as pushing a particular political agenda. In either case, it's important for the Ad Council to maintain transparency and focus on its mission of creating impactful campaigns for the greater good. c. Impact on Consumer Motivation: One illustration of how the Ad Council attempts to impact consumer motivation is through its "Love Has No Labels" campaign. This campaign aims to promote diversity, inclusion, and acceptance by challenging biases and stereotypes. By showcasing real people and their relationships, the campaign encourages viewers to rethink their preconceptions and embrace diversity. This approach appeals to consumers' emotions and values, motivating them to support inclusivity and equality. Instructor’s Discussion The Ad Council is a great place to see great advertising. In fact, the organization often wins the coveted CLIO award in advertising. The point of this exercise is to not only introduce the student to the Ad Council and its work but to get the student to think about how an organization such as this can impact consumer motivation, behavior, and even purchasing. The Ad Council sponsors many worthy causes, however, because the Council is made up of many talented members, all of the members do not necessarily think alike or approach problems from the same direction. The students should be able to find at least one controversial ad (please preview these before discussion in class as some are just that—controversial (such as planned parenthood)). This is where the ethical discussion can begin with respect to public responsibility, noble intent, and the politics of issues. A very big part of consumer motivation is moving a consumer toward a particular point of view. Ethical behavior is part of that process. S.T.A.R. Project #3 Few of us would misidentify who said “What’s Up Doc?,” and “Tickle Me Elmo” is not usually mistaken as a directive to a friendly relative. Warner Bros. and Sesame Street Productions have a unique position in our society. They also have a unique responsibility in that their messages are seen and acted upon by thousands of children on a daily basis. To children, the characters from these two creative giants are real and not imaginary. The personalities of the characters are often emulated by youth. Go to the Looney Tunes Web site (http://looneytunes.kidswb.com) and Sesame Street (www.sesamestreet.com) Web sites and observe how cartoon personalities are developed. a. What ethical responsibilities do Warner Bros. and Sesame Street Productions shoulder? b. Examine the personalities of characters on each of the two Web sites. Give two examples of characters that exhibit human personality characteristics or traits. Explain. c. Discuss what you perceive to be correct and incorrect product endorsement by cartoon or puppet characters. Explain your thinking. a. Ethical Responsibilities: Warner Bros. and Sesame Street Productions have a significant ethical responsibility due to the impact their characters and messages have on children. They must ensure that their content promotes positive values, teaches important lessons, and does not endorse harmful behavior or stereotypes. They also have a duty to provide age-appropriate content that does not exploit or manipulate young audiences. b. Character Personalities: • Bugs Bunny (Warner Bros. - Looney Tunes): Bugs Bunny is known for his cleverness, wit, and laid-back demeanor. He often outsmarts his adversaries using his intelligence and resourcefulness. This exhibits human-like traits of problem-solving and adaptability. • Big Bird (Sesame Street): Big Bird is kind, curious, and optimistic. He embodies traits of innocence, curiosity, and a desire to learn, which are common in children. c. Product Endorsement: Correct product endorsement by cartoon or puppet characters involves promoting items that align with the character's values and the intended audience's well-being. For example, Big Bird promoting healthy eating habits by endorsing fruits and vegetables would be appropriate. Incorrect product endorsement would be if a character were to promote sugary snacks or unhealthy products, which could negatively impact children's health. It's important for characters to promote positive behaviors and products that benefit children's development and well-being, rather than endorsing items solely for commercial gain. Instructor’s Discussion The students will find a wealth of information about cartoon and puppet characters on these two Web sites. Matching these characters to personality types will make an interesting in-class discussion. Discussing ethical ramifications is more difficult. Focus on part “c” to extend this discussion. Small Group Projects S.T.A.R. Project #4 Have you ever been to a SlamBall match? Probably not. Warner Bros. and TNN network, however, are betting that you soon will. What is SlamBall? Think about combining basketball, hockey, roller derby, and trampolines. Sound exciting? SlamBall is played four on four on a full court. Hockey-style rules make dribbling the SlamBall (similar to a basketball) somewhat difficult so innovations in ball control are encouraged. There are basket goals that may be approached from the front, side, or rear. The court is enclosed in plexi-walls to keep the ball in play. HotSpot trampolines extend play to heights of up to 17 feet above the game floor. At present there are six professional teams, however, this number is expected to grow as this new extreme sport catches on. For more information visit the SlamBall Web site at www.slamball.net. a. Using the personality traits discussed in the chapter, your group should profile the type of consumer that might be interested in SlamBall. Explain your group’s rationale. b. Take the profile developed above and indicate how SlamBall might reach these consumers. Part of the group might examine the media, endorsements, publicity, or other venues. c. Comment on what your group perceives to be the future of extreme sports like SlamBall. Explain your group’s forecast and judgment. a. Consumer Profile for SlamBall: • Personality Traits: Consumers interested in SlamBall might exhibit traits such as sensationseeking, adventurousness, and a desire for excitement. They may also be competitive, energetic, and enjoy physical activities. • Rationale: SlamBall combines elements of various high-energy sports and offers a unique and thrilling experience. Individuals who enjoy challenging themselves, seeking new experiences, and participating in intense physical activities are likely to be attracted to SlamBall. b. Reaching Consumers Interested in SlamBall: • Media: Advertising on platforms that cater to sports enthusiasts and fans of extreme sports, such as sports channels, social media groups/pages dedicated to extreme sports, and sports websites. • Endorsements: Partnering with athletes or influencers known for their involvement in extreme sports to promote SlamBall and endorse its excitement and unique features. • Publicity: Organizing events, tournaments, or demonstrations to showcase SlamBall's excitement and attract potential consumers. Collaborating with sports media to cover SlamBall events and generate buzz. c. Future of Extreme Sports like SlamBall: • Forecast: The future of extreme sports like SlamBall appears promising, with potential for growth and expansion. As consumers increasingly seek unique and adrenaline-pumping experiences, sports that offer such excitement are likely to gain popularity. • Judgment: However, the success of extreme sports like SlamBall depends on various factors, including continued innovation, effective marketing strategies, and maintaining a strong fan base. Collaborations with mainstream sports entities and media exposure could further enhance the appeal and visibility of extreme sports, contributing to their long-term success. Instructor’s Discussion Small teams or groups will enjoy learning about this new extreme sport. The Web site allows for some action downloads. At present the SlamBall league has six teams, however, this may grow. Students should focus on the personality of the extreme sports enthusiast by first considering what an extreme sport is. Next, the teams should consider how to reach these enthusiasts. What companies would most be interested in this personality group? S.T.A.R. Project #5 Are you a visualizer or a verbalizer? Crayola is betting that your visual side is the stronger of the two. Crayola has constructed a great Web site for your visual pleasure (see www.crayola.com). While on the Web site, the visitor can find many activities, ideas, create cards, learn about color, how crayons are made, and get helpful information to make a rainy day pass more quickly. One of the most interesting features is giving the consumer the ability to design his or her own color box of crayons. The color choices are endless. a. What visualizer techniques does Crayola use to enhance the need for visualization in consumers? b. What verbalizer skills are used on the Web site? c. Describe the colors you selected for your box of crayons. Why did you select the colors that you did? What does the color selection say about you and your personality? a. Visualizer Techniques by Crayola: • Colorful Images: Crayola uses vibrant and engaging images throughout the website to stimulate the visual senses and evoke emotions associated with creativity and fun. • Interactive Activities: The website offers interactive activities such as coloring pages and the ability to design custom crayon boxes, allowing consumers to engage with colors and imagery in a hands-on manner. • Visual Tutorials: Crayola provides visual tutorials on various art techniques, which not only educate but also inspire creativity through visual demonstration. b. Verbalizer Skills on the Website: • Descriptive Text: Crayola uses descriptive text to explain the various activities, products, and processes, catering to verbal learners who prefer reading and written information. • Instructions and Guides: The website includes written instructions and guides for using different products and engaging in various activities, appealing to those who prefer verbal communication. c. Color Selection for Crayon Box: • Colors Selected: I selected a variety of colors, including shades of blue, green, and purple, along with some bright and warm tones like red and yellow. • Reasoning: I chose these colors because they are vibrant and diverse, offering a wide range of options for creativity. The blues and greens remind me of nature and calmness, while the reds and yellows add a pop of energy and warmth. • Personality Reflection: The color selection may suggest that I am someone who appreciates both tranquility and liveliness. I value creativity and self-expression, as evidenced by the variety of colors chosen. The selection also indicates a preference for balance and harmony, as the colors chosen complement each other well. Instructor’s Discussion This colorful Web site is a great example of the visualizing aspect of a consumer’s personality. The students will find many areas of visual stimulation. For a unique discussion, have the class name the new Crayola color (a contest). This Web site is a great way to cover the aspect of color mentioned in the text. To extend the project, have students match their color preferences to the tables sited in the chapter. Solution Manual for Consumer Behaviour Leon G. Schiffman, Leslie Lozor Konuk, S. Ramesh Kumar 9789332555099, 9780134734828
