Buyer Behaviour Plan

In: Business and Management

Submitted By beccieoneill7
Words 376
Pages 2
Motivation Conflict
With (he many motives consumers have and the many situations in which these motives are activated, (here are frequent conflicts between motives. The resolution of a motivational conflict often affects consumption patterns. In many instances, the marketer can analyze situations that are likely to result in a motivational con­flict, provide a solution to the conflict, and attract the patronage of those consumers facing the motivational conflict. There arc three lypes of motivational conflict of importance to marketing managers:

• Approach-Approach Conflict
• Approach-Avoidance Conflict
• Avoidance-Avoidance Conflict

Approach-Approach Motivational Conflict A consumer who must choose between two attractive al­ternatives faces approach-approach conflict. The more equal this attraction, the greater the conflict. A con­sumer who recently received a large cash gift for graduation (situational variable) might be ton) between a trip to Hawaii (perhaps powered by a need for stimulation) and a new mountain bike (perhaps driven by the need for assertion). This conflict could be resolved by a timely advertisement designed lo encourage one or the other action. Or a price modification, such as "buy now, pay later." could result in a resolution whereby both alternatives are selected.

Approach-Avoidance Motivational Conflict A consumer facing a purchase choice with both positive and negative consequences confronts approach-avoidance conflict. A person who is concerned about gain­ing weight yet likes snack foods faces this type of problem. He or she may want the taste and emotional sat­isfaction associated with the snacks (approach) but docs not want lo gain weight (avoidance). The develop­ment of lower-caloric snack foods reduces this conflict and allows the weight-sensitive consumer to enjoy snacks and also control calorie…...

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