Marketing and Consumer Psychology

Motivation is having a reason or reasons to act/behave in a particular way. It creates “drive” in people whether it is in pursuit of a goal, or the need to complete an activity. It produces enthusiasm and a willingness to achieve in both a work environment and in your personal life. Motivation can be increased and decreased in line with the incentives on offer.

Motivation is defined as the process that initiates, guides, and maintains goal-oriented behaviors. Motivation is what causes us to act, whether it is getting a glass of water to reduce thirst or reading a book to gain knowledge. (Cherry, 2016) Motivation plays the role in everyday lives. Ones motivation to do something differs from ones feels and the type of motivation towards the action that is being done. By studying motivation, we learn what gives our behavior its purpose, direction and sustainability. (Bond & McConkey, 2001, p. 6.3).

Motivation is the drive someone has to complete a task. The ingredients of motivation are combined with many factors which include simplicity, attitude, the people that we associate and hang around with, the way we think, how much we know ourselves, the way we help other people and so much more.

Motivation is the force that makes us do things: this is a result of our individual needs being satisfied (or met) so that we have inspiration to complete the task.

4. Motivation is an external force on the person that causes him or her to engage in specific behaviors.

A consumer is someone who buys a product of goods and service and they consume meaning they use the product that he/she bought.

1. What are the types of reference groups? Please share an example of each from your own experience.

Motivation is the “why” behind our behaviors. Behavior that is usually goal-oriented. The forces that lie beneath motivation can be biological, social, emotional or cognitive in nature. There are, indeed, a plethora of inducements that cause us to act the way we act and do the things we do. They include things like quenching our thirst, reading to gain knowledge, studying to ace an exam, surpassing quotas and meeting deadlines for a promotion, etc. According to Kendra Cherry’s article on “WHAT IS MOTIVATION”, there are three components of motivation: activation, persistence and intensity. Activation is the decision to initiate a behavior. Persistence is the continued effort toward a goal even though obstacles may exist. Intensity is the

Consumer behavior is defined in a variety of ways such as “the dynamic interaction of affect and cognition, behavior and environmental events by which human beings conduct the exchange aspects of their lives.” by the American Marketing Association. (2008). In a simpler form, consumer behavior can be explained as the actions of consumers and the different approaches a person may take to decide what to buy and the decision making process. The decision making process can be effected by many factors all related to a person or persons lifestyle. Determining that behavior can be confusing and

Motivation is the reason or purpose behind action, or what causes one to act in

The research in consumer behavior and psychology shows that the brand related information determines the probability if the customer will select a particular brand (Mitchell 100). Companies have learned to play with the psychology and emotions of consumers and have succeeded in attracting even those consumers that were not motivated by the traditional advertisements. Companies these days are focusing on the basic psychological principles to understand how to plan and execute the advertisement.

Consumer behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. The emerging costumer trends play an important role in analysing the marketing opportunities. A consumer buying behaviour is influenced by cultural, social and personal factors. The consumer passes through five stages of the buying decision process: Problem Recognition, Information Search, evaluation of alternatives, purchase decision and post purchase behaviour. This model is important for anyone making marketing decision and customer pass through all stages in every purchase.

To begin this discuss a definition of motivation is presented. Motivation involves the biological, emotional, social and cognitive forces that activate behavior. In everyday usage, the term motivation is frequently used to describe why a person does something (Motivation Psychological Factors That Guide Behavior, 2016).

Consumption is a process of acquiring, using and disposing of goods and services. Emotions play a very large role in consumer behavior. This behavior and emotions are affected and created by the society and the culture in which the consumer lives. For example, an American may approach the purchase of a costly car with relatively less pressure than a person in a developing country where a car could be a high unaffordable luxury. The customer will comprehend brands, offers and the meaning of the product based on the understanding that he or she has of similar brands and their experience by analogy or by hearsay from peers and form an opinion. For example a new soft drink from Pepsi may not be very informative in its advertisement but that it is from the stable of PepsiCo makes the users of Pepsi brands take it in without much research. Such an opinion is not based mostly on the complete set of facts. Where there are many alternatives or the information is scarce the customer has to make a lot of effort or 'high effort' to reach a decision and such a situation could be a turnoff. On the other hand the customer may not be inclined to devolve deep into facts in case where the brand value is established and may make a decision on little or even sometimes no information. (Hoyer;

According to Sims (2002), motivation is the process of satisfying internal needs through actions and behaviors. It is concerned with a composite of mental and physical drives, combined with the environment that makes people behave the way they do. According to Adair (2004), motivation is about