Motives and Motivation in Consumer Behavior

The internal force that propels us towards satisfying needs and wants - both basic (food, shelter) and complex (esteem, status). It's like the engine that drives our behavior.

A state of tension arising from an unfulfilled need, driving us to seek satisfaction.

A state where the body is in balance and free from physiological stress.

The desire to satisfy a biological need to reduce physiological arousal. It's the core of drive theory.

The process through which we perceive and interpret stimuli based on our needs and desires.

Needs stemming from emotional or experiential desires, often fueled by imagination and fantasy.

Needs that are practical and functional, stemming from basic biological requirements or survival.

A psychological state where we actively seek out and attend to stimuli relevant to our needs and interests.

A state of mental discomfort when our beliefs or actions clash. It arises when we have to choose between two appealing options but can only have one.

The conflict between an appealing option and a less appealing option. There are advantages and disadvantages to both, making it difficult to choose.

The dilemma of having to choose between two undesirable options. This can be stressful, as neither alternative is particularly appealing.

Reducing this unpleasant feeling by justifying our choices, minimizing negative aspects, and highlighting positive ones.

A marketing strategy that aims to minimize cognitive dissonance by presenting a product with multiple desirable features. This helps consumers feel less conflicted about their choice.

Marketing that aims to reduce avoidance-avoidance conflict by offering appealing solutions and making uncomfortable purchases easier.

Marketing that aims to reduce approach-avoidance conflict by promoting products that offer both desirable and less desirable features, making it easier to choose.

A marketing tactic that emphasizes the worthiness of a purchase, relieving the guilt or discomfort associated with a particular product.

The drive to satisfy wants and needs through buying products or services, driven by both basic physiological needs and psychological desires.

The desire to reach a desired state and reduce the unpleasant tension caused by an unmet need, like hunger or loneliness.

Creating products that satisfy existing needs or even introducing entirely new needs that consumers might not have realized they had.

Strong emotional reactions to products can be influenced by a product's features or by marketing tactics and messages.

A sophisticated technique for analyzing opinions and emotions expressed on social media to understand consumer sentiment about products or brands.

Consumers often seek out information and products to avoid negative outcomes, like buying sunscreen to avoid sunburn.

A conflict that arises when choosing between two equally appealing options, like deciding between two favorite restaurants.