Motivations

Question 1

Achievement

Answer 1

Consumers want tools and resources that help them succeed (Nike/Bosch)

Question 2

Autonomy

Answer 2

Unique, independent and having a feeling of determination in ones actions - Lego or boutique brands. (creative expression)

Question 3

Belonging

Answer 3

Aligned and connected with others - harley davidson, man utd. It helps them feel connected

Question 4

Competence

Answer 4

Being capable, qualified, prepared & skilled, looking for tools & resources to feel more skilled ready when needed. - Home depot & microsoft.

Question 5

Empowerment

Answer 5

Authorized & equipped to act on desired choices. Samsung & doritos. Doritos lets the consumer’s design their own ads. - These consumers want to feel in control & look for the ability to manage the environment.

Question 6

Engagement

Answer 6

Being captivated, excited & interested in an activity. Concerts, Disney. - They buy to engage their senses & provide a relief & release from the world.

Question 7

Esteem

Answer 7

The feeling of being approved, respected & admired by others. - Luxury brands like BMW, channel. Esteem drives people to post photos online. They want to be more socially admired.

Question 8

Nuturance

Answer 8

Taken care of and appreciated by others. Also ability to love and nurture others. Hallmark is a great example of this.

Question 9

Security

Answer 9

Safe & protected, want to feel protected from physical or emotional harm.