Topic 6. Consumer Motivation and Involvement
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:
- Define motivation and describe various types of needs and goals.
- Summarize how marketers can use motivational concepts to develop marketing strategies.
- Explain and identify the key differences between different involvement levels.
- Discuss methods marketers may use to increase consumer involvement.
definition
The psychological energy, or driving force, that pushes us to pursue our goal(s).
A consumer's involvement level reflects how personally important or interested they are in purchasing/consuming an item.
