Consumer Motivation and Involvement

Learning Objectives

In this section, we will learn about and how marketers apply techniques to increase , meet consumers needs & wants, and use motivational techniques to develop consumer marketing strategies.

Upon completing this section, students should:

  1. Define motivation and describe various types of needs and goals.
  2. Summarize how marketers can use motivational concepts to develop marketing strategies.
  3. Explain and identify the key differences between different involvement levels.
  4. Discuss methods marketers may use to increase consumer involvement.


Share This Book