Consumer

Behavior
Mod 3
Example
 Motivations and Goals

Positive Motivation Negative Motivation

A driving force toward some A driving force away from

object or condition some object or condition

Leads to an Approach Goal Leads to an Avoidance Goal

A positive goal toward A negative goal from which

which behaviour is directed behaviour is directed away
According to McGuire, there are 12 psychological
motives, 12 reasons why consumers are
motivated to make purchases.
Id: Meeting Basic Needs
Sally was thirsty. Rather than waiting for the server to refill her glass of
water, she reached across the table and drank from Mr. Smith's water
glass, much to his surprise.

Ego: Dealing With Reality

Sally was thirsty. However, she knew that her server would be back
soon to refill her water glass, so she waited until then to get a drink,
even though she really just wanted to drink from Mr. Smith's glass.

Superego: Adding Morals

Social Character
1 2

3
 ‘No Gas, Only Perfume’