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In marketing, motivation is seen as a positive force that encourages customers to act. It pushes them to acquire the product (which they lack) and therefore, to buy it. Today, there are three types of motivation. ach one pushes consumers to act in a different way. There are :

– hedonistic motivations,
– oblative motivations,
– self-expression motivations.

For companies, the analysis of these motivations allows them to psychologically study the behavior of individuals. Mastering the different motivations of their customers helps them to implement a marketing strategy that can provoke the act of purchase. In some cases, motivations can conflict with their negative complements, which are the brakes.