Question: Consumers have rational motives and emotional motives when making purchasing decisions. Explain using examples and marketing knowledge, how consumers prioritize there consumption behavior of goods and services & any relevant manifest and latent motives behind such purchasing.
Dhananji P. Jayasinghe
Consumers always make their purchasing decisions based on their motives. When discussing this question, it can be divided into different sections. Such as what is consumer behavior and purchasing decision, what is motivation and motivation process, what are rational motives and emotional motives, how rational motives and emotional motives involves when making a purchase decision, how consumers prioritize there consumption behavior of goods and services & any relevant manifest and latent motives behind such purchasing and how Maslow’s hierarchy of needs takes effect in making purchase decisions based on the motivations. Throughout this paper there will be definitions, explanations and the questions will be answered regarding how the motivation affects the consumer behavior. Based on the studies, “Consumer behavior reflects the totality of consumers decisions with respect to the acquisition, consumption and dispositions of goods, services, activities and ideas by (human) decision making units (over time).” (Hoyer & Maclnnis, 2007) Purchasing decision of a consumer are based on some of the several factors such as what, why, how, when and where they will consume the goods or services. When making these decisions, motivation and its motives always plays a massive role before making the final purchase decision. “Motivation is the driving force within individuals that impels them to action. It is defined as the stimulation of any emotion or desire operating upon one’s will and prompting or driving it to action. The study of Motivation refers to all the processes that initiate the drive in a person to perceive a need and pursue a definite course of action to fulfill that need.” (Consumer Behaviour- 2 : Motivation) Moving on to the motivation process, it is usually cyclic that begins with a motive which draw fourth the behavior of the consumer that is instrumental in achieving the goal. Nevertheless, there are three conditions that must be met before there can be any consumption behavior. Such as (1) There must be awareness that a motive or a need exist, (2) There must be an activation of individual energy and (3) There must be clear and specific goal that the individual’s energies are directed towards. (Silva, 2011)
Motivation Process Cycle:
As I mentioned above when purchasing a product, motives plays a big role in consumers mind. These motives can be divided into two as rational motives and emotional motives. Rational motives are generally those more likely to be based on objective analysis and carefully planned. Factors such as economy, efficiency in operation, durability, dependability and other factors can be taken as examples for the rational motives. On the other hand, emotional motives are basically based on feelings, impulsive, and are not carefully planned in advanced. Example for an emotional motive can be buying a product to satisfy a sense, preservation of the species, love, pride, fear, emulation, social status, acceptance, curiosity and etc. (Emotional versus Rational Motives) Consumers can be divided into two types such as ‘consumers who are most likely make a purchase decision based on rational motives’ and the other type is ‘consumers who are most likely to make a purchase decision based on their emotional motives’. People who are most likely to make a decision based on rational motives are mostly low or middle class people because they are always concerned about their income level, durability of the product, efficiency in operation and etc. For example, if u takes a person who work has a low or middle income level (machine...