Motivation, personality, and perception are all tied to consumer behavior in various ways, such as brand personality, emotional motives and perceptual mapping. What marketing concepts are related...

Motivation, personality, and perception are all tied to consumer behavior in various ways, such as brand personality, emotional motives and perceptual mapping. What marketing concepts are related to Motivation and Consumer Behavior?

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durbanville | High School Teacher | (Level 2) Educator Emeritus

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Many aspects of consumer behavior stem from motivation. It is a very subjective concept and there are many internal and external factors influencing that behavior. Lifestyle, image and social class are external factors and motivation would be an internal factor driving a person to make decisions. Therefore marketing concepts are aimed at targeting extrinsic factors to ensure that a buyer obtains a reward for his decision, thereby increasing his motivation which also results in the formation of a mutually beneficial relationship with the seller. The seller must co-ordinate his products with the buyer's needs in order to be successful. The marketing environment is the key to motivation and in distinguishing between needs and wants. By way of example, shelter is a basic need but the style and location of that shelter differs enormously and is driven by a person's social status, opportunity and lifestyle. There are many three-bedroom houses but a distinction must be drawn on affordability, location, etc which then creates the demand.

Perceptual mapping reveals saturated markets or underdeveloped markets  and is an indicator of consumer behavior. It does not however reveal the motivating factors that cause the findings. It is therefore useful as a tool in motivation and consumer behavior but it cannot be used alone. Using emotional motives is a tried and tested method of directing consumer behavior. It is the persuasive aspect and cannot objectively measure consumer behavior, due to unpredictability, but it can forecast anticipated behavior patterns as consumers are motivated to behave in a particular way. A seller who is aware of the competition can use emotional motives to ensure loyalty to his product.  Advertisements for products which consumers need, are close in price and next to each other on the shelf need to appeal to the emotional side - toilet paper and puppies is a well-used ploy to encourage consumers to buy a specific product, the consumer being motivated by the emotional connection. Consumers are motivated by the vision of soft, cuddly  puppies and, by association, a better - and obviously softer - brand of toilet paper. Brand personality is enhanced by associations and the consumer expects the seller to be as soft and cuddly as the puppies. This reinforces brand loyalty and does therefore motivate a consumer.

Finding the right product for the right customer and then maintaining the momentum and ensuring consumer satisfaction is key. The seller's goals are also then realized and consumers unconsciously encourage the situation. It is important for sellers to remain proactive and aware as trends change. People can be fickle and motivations can change as circumstances change and consumer behavior is modified. 

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Ashley Kannan | Middle School Teacher | (Level 3) Distinguished Educator

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There are a variety of concepts that are linked to personality and consumer behavior.  One subgroup of issues are the external forces that exert power on the consumer. Marketers spend a great deal of time examining the effect that these issues hold on the consumer and their potential attitudes towards or against a particular product.  One such concept that is essential to personality and consumer behavior is the role of the group upon the individual.  The reaction of the individual towards group values and the credibility within which the group holds sway is a concept related to personality and consumer behavior.  Another example of the study of an external factor related to personality and consumer behavior is the relationship of the individual to a family unit.  How an individual views themselves with regards to a family setting is a critically essential marketing concept that is related to personality and consumer behavior.  People who are single or involved with another or people who are single income with no kids are marketing realities essential to personality and consumer behavior because these will end up guiding decisions that can be made towards the interest and potential purchase of products.

Within this realm are a series of internal factors that marketers must analyze in the predictive understanding of personality and consumer behavior.  Grasping these internal factors help to determine the best way to market specific products to consumers because they are reflective of individual behavior and personality traits. This is where marketing becomes a study of human psychology as much as product placement.  For example, examining the innovativeness of particular individuals is a critical concept related to personality and consumer behavior.  If an individual is innovative in their willingness to appropriate new products and services, this becomes critical for designing a marketing approach.  If a consumer or group of consumers merits a high level of innovativeness, it helps to guide how marketing of products can be linked to this aspect of personality and consumer behavior.  A lack of innovativeness, or increase in dogmatic notions of marketing identity, forces a different path of marketing that is more geared towards social or expert affirmation as well as gearing marketing towards a more pragmatic end. At the same time, the condition of "directedness" is another concept within personality and consumer behavior that heavily guides marketing practice.  Being "inwardly directed" vs. "other directed" helps to establish how an individual deems value or importance.  For example, someone who is "other directed" derives values from an external location, while the "inwardly directed" individual is more internal when it comes to values and decision making.  The time period the 1950s saw a great deal of marketing towards "other directed," as social conformity was more emphasized and many saw themselves as developing values from the larger group.  In contrast, the marketing of the iPod and other Apple products is more "inner directed," emphasizing individuality and distinctive in choice.

In the end, being able to examine the internal and external influences on consumer behavior and consumer personality are of vital importance to marketers.  The ability to understand how consumer react to different elements is a way in which something complex and intricate can be measured and even predicted by savvy marketers.

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