Consumer Motivation and Involvement

Learning Objectives

In this section we will learn about motivation and how marketers apply techniques to increase consumer involvement, 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.


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