2. Motives
A motive is simply a reason for carrying
out a particular behaviour
Needs are the basis of all motivation
Wants are specific satisfiers
3. Drive
Drive is the force that makes a person respond
to a need
It is an internal stimulus caused by a gap
between someone’s actual state and their
desired state
It is created when the position someone is in
at that moment differs from the position they
would like to be in
4. Classification of
consumer motives
Primary motives The reasons that lead to the purchase of
a product class.
Secondary motives
These are the reasons behind buying
a particular brand.
Rational motives
These motives are based on reasoning, or a
logical assessment of the person’s current
situation.
Emotional motives
Motives having to do with feelings
about the brand.
Conscious motives These are the motives of which we
are aware.
Dormant motives
These motives operate below the
conscious level.
7. Motivational conflict
Approach-approach conflict: When an individual
is faced with two or more desirable alternatives
Avoidance-avoidance conflict: When the
individual is faced with two or more equally
unappealing choices
Approach-avoidance conflict: When the course of
action has both positive and negative
consequences
8. Vroom’s expectancy theory
Three factors:
1. The value of the reward
2. The exception of being able to gain the reward
3. The effort needed to gain the reward
