Consumer motivations

Motivation is the driving force that impels consumers to action. It's produced by a state of tension that exists as the result of an unfulfilled need. Consciously and subconsciously, we strive to reduce this tension through behavior we anticipate will fulfil our needs and thus relieve us of the stress we feel. The course of action that we pursue is formed on the basis of our thinking process (cognition) and previous learning. Hence, marketers who understand motivational theory attempt to influence the consumer's cognitive processes.

Motivational research also provides marketers with a basic orientation for new product categories and enables us to explore consumer reactions to ideas and advertising copy at an early stage, thus costly errors can be avoided.

How does all this help the consumer? Well, whether gratification is achieved at the end of the process depends on the course of action being pursued. Targeted advertising influences the learning and cognitive process so that (hopefully) the consumer's purchase decision is more goal oriented. For example if someone expected to become a legendary rockstar by buying a Fender guitar, they are likely to be dissapointed. If however, the person takes music lessons and practises diligently, they may succeed.

There's a plethora of detailed research on this topic available, far too in-depth for this blog. Keep it in mind for your next strategy meeting!