III. Consumer Motivation and Involvement
Learning Objectives
In this section, we will learn about motivation and how marketers apply techniques to increase consumer involvement, meet consumers needs & wants, and use motivational techniques to develop consumer marketing strategies.
Upon completing this section, students should:
1. Define motivation and describe various types of needs and goals.
2. Summarize how marketers can use motivational concepts to develop marketing strategies.
3. Explain and identify the key differences between different involvement levels.
4. Discuss methods marketers may use to increase consumer involvement.
12. Key Terms and Concepts
13. Needs, Wants, and Goals
Every New Year, many of us make resolutions — or goals — that eventually go unsatisfied: eat heal...
14. Motivational Theories and Models
Motivations are often considered in psychology in terms of drives, which are internal states that...
15. Involvement Levels
Depending on a consumer’s experience and knowledge, some consumers may be able to make quick purc...
16. Chapter Reflections
Continue Learning Watch Dan Pink’s Ted Talk on Motivation. How do his examples and discussions...