The 3m Model of Motivation and Personality: Theory and Empirical Applications to Consumer Behavior

ISBN-13: 9781441950918 / Angielski / Miękka / 2010 / 314 str.

John C. Mowen

Opis

Integrating control theory, evolutionary psychology, and a hierarchical approach to personality, this book presents a new approach to motivation, personality, and consumer behavior. Called the 3M, which stands for Meta-theoretic Model of Motivation', this theory seeks to account for how personality traits interact with the situation to influence consumer attitudes and actions. The book proposes that multiple personality traits combine to form a motivational network that acts to influence behavior. Mowen argues that in order to understand the causes of enduring behavioral tendencies, one must identify the more abstract traits underlying surface behaviors.
In constructing the 3M model, the author reports data from fifteen empirical studies employing over 3500 respondents. In this hierarchical model, four types of personality traits are identified: elemental, compound, situational, and surface traits. Eight elemental traits are proposed as forming the underlying dimensions of personality. Consistent with control theory, the research reveals that the elemental traits combine to form compound traits, such as self-efficacy, task orientation, playfulness, and competitiveness. These elemental and compound traits combine with situational influences to cause enduring behavioral tendencies within general situational contexts. Examples of situational traits investigated include impulsive buying, value consciousness, sports interest, and health motivation.
In the 3M model the elemental, compound, and situational traits combine to yield surface traits, which are enduring dispositions to act in specific behavioral contexts. Five surface traits are empirically investigated in the book: compulsive buying, sports participation, healthy diet lifestyles, proneness to bargaining, and a tendency to frugality. Across these five studies, the empirical results reveal that the 3M model accounts for over 44% of the variance in the surface trait measures. By presenting a new meta-theory of motivation and personality that is testable, Mowen's 3M model accounts for high levels of variance in consumer behavior. By integrating the work of selected past and current theorists into a comprehensible whole, the 3M model provides coherence in a field currently dominated by conflicting ideas, theories, and approaches. The book provides evidence that by understanding the individual dispositions that underlie consumer behavior, public policy officials and marketing specialists can develop better communication programs to influence and persuade their target audiences. The book shows how to employ the 3M model to segment the marketplace, provide psychographic inventories, position brands, create promotional themes, and develop brand personalities.

Spis treści

List of Figures. List of Tables. Preface. Part I: The Development of the Theory. 1. The 3M: A Meta-Theoretic Model of Motivation and Personality. 2. Theoretical Development of the 3M. Part II: The Elemental Traits. 3. Developing the Measures of the Eight Elemental Traits. Part III: Investigating Compound Traits. 4. Task Orientation. 5. The Need for Learning. 6. Competitiveness. 7. The Need for Activity. 8. The Need for Play. 9. General Self-Efficacy and the Discriminant Validity of the Six Compound Traits. Part IV: From Situational to Surface Traits. 10. From Health Motivation to Healthy Diet Lifestyle. 11. From Impulsiveness to Compulsive Consumption. 12. From Value Consciousness to Bargaining Proneness. 13. From Sports Interest to Sports Participation. 14. From Frugality to Modest Living. Part V: Additional Investigations Into the Hierarchical Model. 15. What is an Extrovert? They are More Than They Seem! 16. From Chick-Flicks to Guy-Flicks to Sci-Fi Junkies: Traits of Movie Hounds. 17. The 3M and Developing Marketing Communications: An Empirical Study. 18. Hard Questions and Tentative Answers About the 3M. Appendices. References.