Consumer Motivation BMI3C

First… List the last 10 things you bought that cost over $10 We’ll come back to this list in a little bit

Consumer Motivation Motivation is the biological, emotional, rational, and/or social force that activates and directs behaviour Which forces motivate consumers to buy?

Biological The most basic motivation these needs are related to the human need for survival

Emotional Love, sympathy, joy, comfort, anger, fear, affection motivate the consumer to do things that are pleasurable or that protect them In the value equation, the pleasure involved in owning a product = benefits and the effort to earn the money to pay for the product = cost

Rational When the consumer considers convenience, cost savings, safety, warranties, ease of purchase, etc.

Social Peer pressure, parents, and guardians can be a strong motivator Celebrities also influence the consumer in the form of celebrity endorsements eg. Clothing, food, drinks, cereal

Other theories Thorndike’s Law of Effect Consumers are motivated to buy products that produce positive results (pleasure, safety, etc.) avoid buying things that produce negative results (economic cost, emotional cost, inconvenience)

Other theories Alderfer’s ERG Theory Consumers are motivated to fill 3 categories of needs Existence Needs Relatedness Needs Growth Needs Organized in a hierarchy – people must satisfy the most basic needs (existence) before moving up Remind you of anything? G R E

Other theories Maslow’s Hierarchy of Needs

Back to the list Take a look at each of the 10 items you bought Categorize each according to The motivational force(s) that caused you to but it Biological, emotional, rational, social The theory that best explains why you bought it Thorndike, Alderfer, Maslow