Consumption Motivation
Consumption motivation is an important factor in consumer behavior. It is the driving force that causes people to purchase certain products or services. At its most basic level, consumption motivation is the desire to gain something or satisfy some need or desire. It is the underlying reason why people buy what they buy and why they do what they do.
Consumption motivation is composed of many different parts that can be manipulated by companies, advertisers, or marketers in order to increase sales. These components are referred to as persuasion tactics or psychological triggers. The primary goal of these tactics is to tap into a customer’s consumption motivation and spur them to purchase the products or services being offered.
Most consumers have a primary consumption motivation; a root motivation that drives them to consume products or services beyond the basics of daily life. For example, some people might have a consumption motivation of self-expression which would spur them to buy more clothes, jewelry, and other items that reflect their individuality. Others might have a consumption motivation of social networking which might cause them to purchase more products or services that will help them connect with their peers.
Researchers have identified several different types of consumption motivations, each of which are associated with different buying behaviors. These include: status consumption, which is motivated by a desire to be perceived as successful; self-expression consumption, or the need to show one’s individual values and beliefs through their purchases; escape consumption, which represents a desire to distance oneself from their present situation; and social consumption, which is driven by the need to keep up with the trends of peers and feel included in a group.
Throughout the years, marketers and companies have used consumption motivation to their advantage in order to increase the sales of their products and services. Some of the tactics that are used are price discounts, the use of celebrity endorsements, and the promotion of product benefits or features. Companies also attempt to create an emotional connection with their customers by highlighting how the product can improve their life and bring them satisfaction.
In summary, consumption motivation is a powerful driving force behind why people purchase the things they do. Companies can use different persuasion tactics to tap into a customer’s consumption motivation and increase their sales. Consumers also have different types of consumption motivations such as status, self-expression, escape, and social that motivate them to purchase products or services to meet certain needs.
