Consumer motivation

Question 1

Consumer motivation

Answer 1

Motivation is the biological, emotional, rational force that initiates and directs behaviour. Since buying is a behaviour, marketers need to understand motivation.

Question 2

Biological

Answer 2

Linked to our most basic needs for survival - these need to be satisfied first

Question 3

Emotion

Answer 3

Love, sympathy, joy, anger, fear, affection; can either motivate thee consumer positively or negatively

Question 4

Rational

Answer 4

In conflict with emotional ones. Deal with logic; cost, convenience, safety, needs.

Question 5

Societal

Answer 5

Pressure from friends, family and society in general

Question 6

Thorndike’s Law of Effect

Answer 6

Consumers are motivated to buy products that produce positive event results, and reduce negative events.
- Most purchases are influenced by both positive and negative events.
- Negative events can be caused when a product does not do what the consumer wants, is unsafe, fails to live up to expectations.

Question 7

Maslow’s Hierarchy of Needs

Answer 7

Consumers respond to motivation according to levels of needs in this order: Physiological, Safety/security, Affiliation, Esteem.
Once these needs are met, the person may then be motivated by growth needs.

Question 8

Growth needs

Answer 8

Cognitive
Aesthetic
Self-Actualization
Transcendence

Question 9

Cognitive

Answer 9

being conscious and aware

Question 10

Aesthetic

Answer 10

desire for symmetry, beauty and order

Question 11

Self actualization

Answer 11

process of becoming everything you’re capable of becoming