ABSTRACT
Motivation is the most fundamental of all of the psychological influences on consumer behavior since it seeks to answer the most basic question about the human condition: “Why do people do the things they do?” For the marketing manager, this question translates to “Why do consumers buy and consume the products that they do in the way that they do?” Rooted in personal values, motivation is the “why” behind the buy. Motivation is an important psychological determinant of lifestyle (see Exhibit 11.19) as well as of perception, which is investigated in Chapter 13.
