search query: @author Mahatoo, W. H. / total: 3
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| Author: | Mahatoo, W. H. |
| Title: | Motives must be differentiated from needs, drives, wants: strategy implications. |
| Journal: | European Journal of Marketing
1989 : VOL. 23:3, p. 29-36 |
| Index terms: | MARKETING MARKETING STRATEGY CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | The concept of motive in consumer motivation theory is discussed. Examples are presented for the current usage of the word in marketing literature. Three basic approaches are identified in the writings of consumer behaviour scholars. Differences are highlighted. In a suggested model motives are presented as a specific motivational element that directs the consumer's drive towards a particular response. The concept of motive is separated from that of need. The importance of motives in marketing strategy is analysed. Recommendations are summarized for advertising and promotional activities. |
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