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.