Classifying Motivations
Peeing while you are drunk
What is high urgency?
“Oh I can’t wait until I can go home and sleep in my bed!”
What is a physiological need?
The connecting of a consumer and a product through an emotional tie
What is bonding?
Buying air pods and a Gucci belt to look cooler
What is an emotional motive?
“My dream Christmas present would be getting a Gucci Belt”
What is a desire?
Scented candles that have naturally relaxing essential oils
What is an example of a primary benefit?
Showering to avoid smelling bad
What is negative polarity?
“I don't want to go to class, but I need to because I have a quiz”
What is a motive?
Music, fragrances, and lighting in a store can all affect this in a customer
What is a mood?
Getting a coffee with an extra shot of espresso before your 8:00 a.m. CDAE127 class
What is a conscious motive?
“I really need a car so I can get to my new job in Rutland, VT, and I was thinking to get a Jeep Wrangler”
What is a Brand Specific Goal?
A state of heightened physiological activity
What is emotional arousal?
Play pickup soccer with no reward besides playing
What is an intrinsic motivation?
“Mom, I need the newest gluten-free bagels from City Market!”
What is an acquired need?
I buy a car first to have a means of transportation and also to have a sense of freedom.
What is a secondary benefit?