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Consumer Motivation

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

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Consumer Motivation

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  1. Consumer Motivation BMI3C

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

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

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

  5. 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

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

  7. 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

  8. 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)

  9. G R E 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?

  10. Other theories • Maslow’s Hierarchy of Needs

  11. 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

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