What motivates you?

            Motivation occurs when a consumer discovers a need and they must find a way to satisfy that specific need (Solomon, White and Dahl 2013). Consumers are driven to purchase products or service that will reduce or complete their need. I think motivation is key to many personal purchases and helps influence behaviour. It helps drive individual actions and it critical for marketers to understand the underlying causes of motivation. There are many different types of needs and one of the most influential approaches to motivation is Maslow's Hierarchy of Needs (Solomon, White and Dahl 2013). The theory is developmental based meaning that an individual must achieve each level to move onto the next (Solomon, White and Dahl 2013). The first level is physiological needs (water, sleep, food) and the highest level is self-actualization (enriching experience, self-fulfillment) (Solomon, White, and Dahl 2013). This is important to marketers because it can help segment individuals and products based on their overall needs (McLeod 2007). Marketers must understand that consumers have different needs at different times in their life. Below is a diagram that summarizes Maslow's Hierarchy.
 
                        
            When researching motivation, there were many of theories and underlying conclusions derived of why consumers purchase the products and services that they do. In addition to this, I found motivational conflicts quiet interesting. Motivational conflicts can be placed into three different categories (Solomon, White, and Dahl 2013). Within the next paragraphs, I will explain all three conflicts using my own personal examples.
            The first conflict is the "approach-approach conflict". This happens when a consumer is faced with two alternatives that are very similar and both desirable (Solomon, White, and Dahl 2013). A personal example of this is when I must choose between Starbucks and Tim Horton's for my morning coffee. Both have advantages to purchasing their products and both have very good coffee. Because both are desirable options, the conflict is positive.

                              
             The next conflict is "approach-avoidance conflict". This happens when their is a positive purchase decision that is met by a negative consequence (Solomon, White, and Dahl 2013). An example of this is choosing to buy a DQ Blizzard when I know I really should not because of my diet. This conflict is very difficult for me and I constantly try and rationalize my decision. How can you resist these DQ Blizzards?

                   

            The last conflict is "avoidance-avoidance conflict". This happens when consumers a seeking a choice between two products that are undesirable (Solomon, White, and Dahl 2013). An example of this in my personal life would be saving money to purchase textbooks or to put towards tuition. Either way you are stuck paying for something that will take a huge chunk out of your savings. I think it is extremely important for marketers to understand the underlying factors of motivation and how it can influence consumer behaviour. Motivation can help segment the market based on needs or help develop products that help satisfy consumers needs.

            What was the last product you bought because you needed it? What motivates you to choose certain brands over others? Have you ever experienced a motivational conflict?


References

McLeod, Saul. 2007. Maslow's Hierarchy of Needs. Accessed October 2014. http://www.simplypsychology.org/maslow.html.

Solomon, Michael, Katherine White, and Darren W. Dahl. 2013. Consumer Behaviour:
Buying, Having, Being Sixth Edition. Canada : Pearson.