How to Manage Motivational Conflicts in Consumer Decision-making

Consumption Behavior
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Sarah Daghman
Lecturer, Russian Federation
Consumer behavior is of course driven by thoughts, feelings, beliefs, and awareness which have a powerful influence on the motivation of a consumer to make a purchase or not. A buying decision can involve more than one motivation. Consumers find themselves quite often in situations in which different motivations, combinations of positive and negative ones, conflict with each other. Marketers need to take these conflicting motivations into consideration to reduce the impact of these conflicting motivations, create more value for the consumers, meet their needs, provide possible solutions to these conflicts, and design effective marketing communications campaigns. What is a Motivational Conflict of a Consumer? A motivational conflict is a situation in which a consumer is driven to make a decision based on conflicting goals. Positive and negative reinforcements form the foundation of consumers' motivation to act and make decisions. Marketers must identify any motivational conflicts an (...) Read more? Sign up for free


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