Consumer Motivation and Buying Decisions

6 Questions

Define consumer motivation.

Consumer motivation is defined as the biological, emotional, or social forces that drive behavior.

Which of the following are factors affecting behavior? Select all that apply.

Social

Thorndike's Law of Effect states that consumers choose products with negative outcomes.

False

______ is a theory that outlines sequential needs from basic to growth after deficiency needs are met.

Maslow's Hierarchy of Needs

Match the motivational theory with its focus:

Thorndike's Law of Effect = Consumers choose products with positive outcomes Maslow's Hierarchy of Needs = Sequential needs from basic to growth after deficiency needs are met Alderfer's EFG Theory = Focuses on existence, relatedness, and growth needs

What is the process influenced by motivational theories for understanding consumer purchases?

The Buying Decision Process

Study Notes

Consumer Motivation

Consumer motivation is driven by biological, emotional, or social forces that influence behavior
Marketers research consumer motivation to understand preferences and purchasing behavior

Factors Affecting Behavior

Biological factors: primary needs such as hunger, thirst, and safety
Emotional factors: emotions like love, joy, anger, and fear
Social factors: peer pressure, parental influence, and celebrity endorsements

Motivational Theories

Thorndike's Law of Effect: consumers choose products with positive outcomes and avoid those with negative outcomes
Maslow's Hierarchy of Needs: sequential needs from basic to growth after deficiency needs are met, including physiological, safety, love, esteem, and self-actualization needs
Alderfer's EFG Theory: modified Maslow's hierarchy, focusing on existence, relatedness, and growth needs

The Buying Decision

Definition: process influenced by motivational theories for understanding consumer purchases
6 Steps of the Buying Decision Process:
- Problem recognition: identifying a need or want
- Information search: gathering information about potential products
- Evaluation of alternatives: comparing products based on features and benefits
- Purchase decision: selecting a product based on evaluation
- Post-purchase evaluation: assessing satisfaction with the product
- Disposal: deciding what to do with the product after use

Application of Buying Process

Used for "Shopping Goods" (product categories, not brands)
Not used for impulse purchases (quick, unplanned buys)
Marketer strategy: influence impulse buys with strategic placements (e.g., checkout chocolates)