Case Study 2 Example | Topics and Well Written Essays - 1500 words

2 - Case Study Example If the internal drive forces a customer towards the product then it is positive motivation but if it drives a customer away from a product then it is negative motivation. These positive and negative drives are what initiates and directs consumer behavior. Basic consumer motivation can either be rational or motivational. Rational consumption is when a consumer`s behavior is based upon an objective criteria for example price or the size and weight of the product being purchased. Emotional motivation, however, is when a customer purchases a product based on subjective criteria or personal likes and dislikes for example, status, fear etc. All the needs and wants of customers are either in born or are acquired through the behavior of other consumers. Human behavior is initiated through personal needs, wants and goals which are to be fulfilled. These characteristics are dependent upon the personal preferences and experiences of the consumers. There are two kinds of goals: generic or produc t specific goals. Generic goals are those which state the general needs and wants of consumers for example, the need to buy car. On the other hand, product specific goals are those which state the specific needs and wants of people for example, the kind and the model of the car the consumer wants to buy. These needs, wants and goals together initiate and drive human behavior. According to a clinical psychologist, Dr. Abraham Maslow, human behavior as well as consumer motivation is directed by five basic needs of human beings. These needs include physiological needs, safety and security needs, social needs, ego needs as well as the needs for self actualization. All of these needs, together, motivate and direct human consumer motivation which in turn initiates human behavior. In today`s world of rapid globalization and increased technology, corporations and firms have realized that it is extremely important to