Motivation, Personality, Emotion, and Attitude Kelompok 5 : Muhammad Hubbul Wathon (115020213111005) Muhammad Fachry Ambia (115020205111008) Devi Ningtyasih Apriani (115020201111006) Galuh Ayu Pangastuti (115020201111007)

The Nature of Motivation Motivasi adalah sesuatu yang mendorong seseorang untuk melakukan tindakan. Teori Motivasi Maslow’s hierarchy of needs McGuire’s psychological motives

Teori Maslow Self-Actualisation Ego Needs Social Needs Physiological Needs (Food, water, air, shelter, sex) Safety and Security Needs (Protection, order, stability) Social Needs (affection, friendship, belonging) Ego Needs (Prestige, status, self esteem) Self-Actualisation (Self-fulfillment)

Teori McGuire Need for Consistency Need for Ego Defense Need for Attribution Need to Categorize Need for Cues Need for independence Need for Expression Need for Ego Defense Need for Reinforcement Need for Assertion Need for Affiliation Need for Modeling Need for Novelty

Latent and Manifest Motives in a Purchase Situation

Marketing Strategies Based on Motivation Conflict Approach–approach motivational conflict Approach–avoidance motivational conflict Avoidance–avoidance motivational conflict

PERSONALITY Teori kepribadian dapat dikategorikan sebagai salah satu teori individu atau teori belajar sosial. Penggunaan kepribadian dalam praktek pemasaran. Kepribadian ini mempengaruhi pembelian apakah pasar ingin mereka atau tidak.

Brand Personality Dapat Dilihat Dalam Lima Dimensi Dasar Outdoorsy tough upper class charming Reliable Intelligent successful Daring Spirited Imaginative up-to-date down-to-earth honest wholesome Cheerful. sincerity excitement competence sophistication ruggedness brand personality

interpreted as emotions based on situation Emosi Sebagai perasaan yang relatif terkendali yang mempengaruhi perilaku kita. Contoh: kesedihan memicu menangis. Environmental event Mental imagery physiological changes interpreted as emotions based on situation thoughts behaviors affect Specific feelings

Emosi Dan Strategi Pemasaran EMOSI SEBAGAI MANFAAT PRODUK . Emosi ditandai dengan evaluasi positif atau negatif . PENGURANGAN EMOSI SEBAGAI MANFAAT PRODUK . produk untuk mencegah atau mengurangi emosi yang tidak menyenangkan. EMOSI DALAM IKLAN. Isi emosional dalam iklan meningkatkan daya tarik perhatian mereka (konsumen) dan kemampuan pemeliharaan.

Attitude Komponen Attitude Attitude (Sikap) adalah gambaran perasaan dari seorang konsumen, dan perasaan tersebut akan direfleksikan oleh perilakunya. Sikap bisa positif, negatif, dan netral. Komponen Attitude Komponen kognitif Komponen afektif Komponen behavior

Attitude Change Strategies Change the affective component Change the behavioral component Change the cognitive component

Communication Characteristics That Influence Attitude Formation And Change Source characteristics Appeal charasteristics 1. Fear appeals 2. Humorous appeals 3. Emotional appeals

Market Segmentation Product Development Market Segmentation And Product Development Strategies Based On Attitude Market Segmentation Product Development

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