Marketing Communications

Download free eBooks at bookboon.com

Click on the ad to read more

Marketing Communications

54

Consumer Behaviour And Marketing Communication

Some categories of emotional motives are:

•    DESIRE TO BE DIFFERENT: such as a man who builds an ultra-modern house in a

remote village where traditional homes are predominant.

•    DESIRE TO CONFORM: such as a teenage boy who wants a black leather jacket because

all his friends are wearing it.

•    DESIRE TO ATTRACT THE OPPOSITE SEX: such as a teenage girl who buys a new

cosmetic or mini skirt in order to make her more attractive to the opposite sex.

•    DESIRE FOR MASTERY: like a man who buys a set of weight to build the body.

•    DESIRE FOR PRESTIGE: such as the person who buys the most expensive automobile

he can afford, in order to impress his friends.

5. COMBINATION OF MOTIVES: A consumer may blend both rational and emotional
   buying motives during a particular purchase – such as in the purchase of tobacco or cigarettes.


6. PATRONAGE MOTIVES: These are reasons why consumers make purchases of products
   or services from particular outlets.