Purchase motive

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Under a buying motive is understood in the Werbepsychologie the motive ( motive ) of a consumer (consumers) prompted a purchase to make or a specific purchase decision to make.

Effects of a buying motive

The purchase motive determines

  • On the one hand, why the consumer actually makes the purchase (type of need ),
  • on the other hand, why the consumer, if he has the choice between several products when making a purchase, prefers the product of a certain manufacturer or retailer or a certain brand over the product of another manufacturer or retailer or another brand (e.g. . Product or brand preference ).

Harmony or conflict of purchase motives

When making a purchase decision , several purchase motives can be involved. If the purchase motives harmonize with one another, they favor a purchase decision; do they compete with each other, make it difficult or block the purchase decision. In the latter case, the consumer must weigh up the buying motives against one another according to their intensity and the importance they have for him. If the weighing does not lead to a sufficiently satisfactory result, the consumer either postpones the purchase (see e.g. Leap Frogging ) or gives up the purchase.

Buy motives with a “positive” or “negative” sign

Buy motives can be either positive or negative:

  • A purchase motive with a “positive” sign prompts a consumer to make a purchase as such ( consumption ) or to make a purchase decision in favor of a certain manufacturer or retailer or a certain brand.
  • A purchase motive with a “negative” sign causes a consumer to refrain from buying as such ( abstaining from buying, refusing to consume , refusing to consume ) or to make a purchase decision at the expense of a certain manufacturer or retailer or a certain brand.

Stability and scope of a motive to buy

A consumer's buying motive can be decisive for a single purchase or for several or many purchases. The more stable a consumer's purchase motive is and the more of his purchases are guided by this purchase motive, the more reliable and predictable the consumer becomes for the manufacturer or retailer of the selected (or avoided) products (see customer loyalty , brand loyalty ).

Importance of advertising

Advertising serves the purpose of awakening, strengthening, consolidating or changing ( influencing ) the consumer’s motives to buy in favor of a certain manufacturer or retailer, a certain brand or a certain product .

literature

  • Georg Felser: Advertising and Consumer Psychology ; Spektrum, Akademischer Verlag, Berlin, 3rd edition 2007; ISBN 978-3-8274-1782-4
  • Rudolf Sommer: Consumer's Mind - The psychology of the consumer ; Deutscher Fachverlag, Frankfurt am Main, 2006; ISBN 978-3-86641-059-6