MOTIVATIONAL CONFLICT AND EXAMPLES OF

WAYS MARKETERS CAN RESOLVE THIS CONFLICT

This article will reflect on three main types of motivational conflict and ways marketers can
resolve them.

Approach/Approach motivational conflict occurs when a consumer is confronted with two

choices which are equally as attractive as each other and the consumer can only choose one.
Deciding between signing up to two equally as attractive gyms in your area, is an relevant fitness
industry example to this. Comparative advertising with emphasis on highlighting key benefits of
their gym in comparison to other gyms is a way a marketer for the gym could resolve this
conflict.

Anytime Fitness Fairy Meadow’s recent marketing campaign, provides a great example of
resolving approach/approach conflict. They recently ran a promotional marketing campaign,
offering a $0 joining fee.  Additionally, Anytime Fitness utilised a partnership with Nutrition
Warehouse  and offered new members the chance to win a bag full of supplements from
Nutrition Warehouse. This incentive was used to swing consumers stuck in an
approach/approach conflict to side with Anytime Fitness over other competing gyms such as
Plus Fitness 24/7.

Approach/Avoidance motivational conflict occurs when a consumer is attracted to purchasing

a product or service but a negative motivational conflict related to the acquisition of the product
is resulting in the consumer potentially not making the purchase.

Ways for marketers to resolve Approach/Avoidance conflicts is to offer ways to minimise the
impact of the negative aspect of the acquisition of the product. An example of this in the fitness
industry can be seen in the marketing of high protein low carb protein bars.
Most people love a chocolate bar but the negative health consequences associated with junk food
result in many gym goers refraining from purchasing these products. Protein bars with high
protein low carb macro nutrient ratios are appealing to consumers seeking a sweet snack without
consuming high sugar / high carb snack.

BSC Low carb protein bars are a great example of marketers utilising advertising and brand
packaging to resolve the avoidance conflict associated with the consumption of the goods, as the
labelling clearly states that the bars are ‘LOW CARB’. This is an example of an effective
marketing campaign designed to resolve an approach/avoidance motivational conflict.

Avoidance/Avoidance motivational conflict occurs when consumers are faced with two equally
undesirable choices. The choice can be seen as choosing between a ‘lesser of two evils’. An
example scenario of an avoidance/avoidance conflict in the fitness industry, can be seen with the
prescription of exercise to an obese patient in which the patient must buy a peace of exercise
equipment. There are two negative conflicts in this situation; Acquiring unwanted exercise
equipment & spending money.

Marketers can resolve this conflict by offering interest free payment plans (commonly done
by Harvey Norman). The payment plan will minimise the negative consequence of losing upfront
money for the consumer and will increase the likelihood of the consumer purchasing the
particular product. Interest free payment plans are a great example of ways marketers can resolve
Avoidance/Avoidance conflict situations.
After reading this blog you should have a better understanding of Motivational conflict and ways
marketers can resolve each conflict.

REFERENCES

Botvinick, M. M., Braver, T. S., Barch, D. M., Carter, C. S. & Cohen, J. D, 2001. Conflict
monitoring and cognitive control. Psychological Review, 108, pp624–652.