How to Manage Motivational Conflicts in Consumer Decision-making

Consumption Behavior
Knowledge Center

 

Next Topic

Consumption Behavior > Forum

Sarah Daghman, Lecturer, Russian Federation
How to Manage Motivational Conflicts in Consumer Decision-making
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

Please register now to read all responses and to join this discussion yourself. It's easy and 100% free.

Sign up for free     Log in


 
More on Consumption Behavior
Summary
Forum
🔥The Customer Perspective to your Business? the Empathy Map
List of Uses of the Halo Effect in Advertising and Branding
How to Manage Motivational Conflicts in Consumer Decision-making
Best Practices
🥇4 Types of Consumer Buying Behavior (Assael)
🥈Mental Accounting and Buyer Behavior
🥉Why do Consumers Rescind Products/Purchases?
How Social Networks Influence Product Adoption
Trends in Consumer Marketing and Resulting Consumer Behavior
Why Consumers Purchase Goods or Services in the Informal Economy?
Consumer Buying Behavior wrt Health Care Products
The Role of Ethics in Consumer Purchasing Behavior
2- and 3-part Cost Structures in Consumer Behavior: The 'Free' Allowance
Consumer Behavior in Tourism: Concept and Importance
Why Consumers Using Price Comparison Sites not Always Buy the Lowest Price Product
Master Thesis Experiment Consumer Behavior in the Retail Environment
Special Interest Group Leader

Are you an expert in Consumption Behavior? Sign up for free


Consumption Behavior
Knowledge Center

 

Next Topic



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2020 12manage - The Executive Fast Track. V15.6 - Last updated: 1-10-2020. All names of their owners.