Economic Motive influence on Behaviour

Concept of economic motive and discuss its influence on behaviour.

Motive is an inner state that activates a person’s activities towards meeting a need. Thus it represents the energizing force that directs behavior towards a goal. Behavioral scientists consider motive as the kingpin of human behaviour. The influence of motives on consumer behavior varies from time to time. However, many different motives can influence the behavior of consumers at the same time. Therefore, the knowledge of the motives would help marketers in understanding consumer behavior.

Economic motives that lead the consumer to buy a certain product without any logical approach to the buying decision are known as emotional motives. The satisfaction of the senses- touch, taste, smell, and hearing is considered as an important emotional motivator, as sensory appeals stimulate enjoyment or satisfy desires. Some time fear, rest and recreation, pride, sociability, striving and curiosity can act as emotional motives for this purpose. In economic buying motives, the consumer’s buying decision is the outcome of a systematic decision process that consider economy of purchase, movability, durability, utility, and dependability of the product, quality and operational efficiency of the product, etc. Such motives are aroused by the appeals to reason.