consumer motivation

Motivation as a Psychological Force

Motivation can be described as the driving force within individuals that impels them to action. This driving force is produced by a state of tension, which exists as the result of an unfilled need. The specific courses of action that consumers pursue and their specific goals are selected on the basis of their thinking process and previous learning.

POSITIVE AND NEGATIVE MOTIVATION

 Goals can be positive or negative  

A positive goal is one toward which behavior is directed, and thus is often referred to as an approach object.

A negative goal is one from which behavior is directed away, and thus is sometimes referred to as an avoidance object.

People become motivational aroused by a threat to, or the elimination of, a behavioral freedom, this motivational state is called psychological reactant and is usually manifested by a negative consumer response.

FRUSTRATION

Failure to achieve a goal often results in feelings of frustration. Individuals react differently to frustrating situations.

The barrier that prevents attainment of a goal may be personal to the individual (e.g. limited physical or financial resources) or an obstacle in the physical or social environment.

  

Some people are adaptive and manage to cope by finding their way around the obstacle or, if that fails, by selecting a substitute goal.

 Some people are less adaptive and may regard their inability to achieve a goal as a personal failure and experience feelings of anxiety.