consumer motivation

Consumer motivation is an internal state that drives people to identify and buy products or services that fulfill conscious and unconscious needs or desires. The fulfillment of those needs can then motivate them to make a repeat purchase or to find different goods and services to better fulfill those needs.

Consumer motivation and maslow's "hierarchy of needs."According to this model, the driver have different levels of importance.Physiological and focus on the most common requirements is basic survival needs of food, shelter and safety.More advanced requirements include () social relationship and love, esteem needs (identification and status) and self-actualization needs (self).According to maslow, an individual must meet the demand of low before the initiative to meet the needs of a higher level.

As each need is satisfied, beginning with the basics of food and shelter, human needs move to the emotional desires and finally to sophisticated psychological needs.

Source: Maslow, A. H. (1970), Motivation and Personality, 2nd ed., Harper & Row: New York.

Consumption Motives	Examples
1. Power-masculinity virility	Power tools, hot rods, coffee, red meat, heavy shoes, razor
2. Security	Ice cream, home baking, hospital care
3. Eroticism	Sweets, gloves, red convertible sports car
4. Moral purity/cleanliness	Soap, cotton fabric, household cleaning chemicals, oatmeal
5. Social acceptance	Ice cream, coffee, toys
6. Individuality	Gourmet food, foreign cars
7. Status	Scotch whiskey, fashionable clothes, luxury cars
8. Femininity	Cakes, cookies, dolls, silk
9. Reward	Candy, ice cream, cigarettes, alcohol
10. Mastery over environment	Kitchen appliances, powerboats, sporting goods
11. Social connectedness	Home decoration, morning radio
12. Magic-mastery	Drinking soup when sic