What Motivates Your Customers?
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Motivation is hard to quantify. It is not a tangible thing. Motivation does not make a sound, it does not hurt when it hits you in the head, and it cannot be measured with a ruler. Motivation is just a way of describing what drives us to do things. Sometimes the thing that drives us to do things is physiological – this is what drives us to want to eat and drink. But, what drives us to exhibit consumer behavior, buying stuff, can usually be explained as motivation. So, what motivates us to buy stuff?
Motivation is complicated, however motivational theory models do exist and they can be used to predict behavior. One that I subscribe to in particular is the Expectancy Theory of Motivation.
The theory itself is a little complex and has countless uses in defining motivation. From this theory we can glean that people are motivated to do things in order to achieve outcomes based on the desirability and probability of achieving those outcomes. Continue reading 'What Motivates Your Customers?'»
