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 Motivation is the driving force within individuals that impels them to

action.

Key points:

 Motivation can be quite complex to research, because sometimes


consumers don’t know the reasons behind a purchase, or are unwilling to
verbalize their true motivations. This can also be addressed when looking at
conscious versus unconscious motives.
 Purchases may be made for functional (rational) or expressive (emotional)
reasons. Functional criteria are based on the actual attributes or features of
a product or service. The expressive reason for buying includes the emotive
reasons like a prestige brand and peer approval.

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