Motivation refers to the way consumers create choices to purchase products (Kaur 2013). There are theories surrounding this topic, to help us understand the motivations behind decisions.
Maslow’s Hierarchy of Needs describes this theory under five levels, in a hierarchical manner (Kaur 2013). He believes we have five types of needs, and are organised from lowest to highest (Kaur 2013). This theory also states that in order to move up this hierarchy, the lowest level must be satisfied first (Kaur 2013).
Dove can be identified as an esteem need (Kaur 2013). This refers to the psychology need consumers feel to gain confidence (Kaur 2013). Consumers purchase Dove products to feel confident in their skin, and perhaps like the way it makes their body feel smooth and refreshed.
Also, there are two theories of motivational strength – the Drive and Expectancy theory (Solomon, Bennett and Previte 2019). The Drive theory refers to the biological needs leading to an unpleasant state of arousal (Solomon, Bennett and Previte 2019). For instance, when a consumers feel their skin is not its softest, it drives them to purchase a Dove creme. As a result, it will improve the softness of the skin.
The Expectancy theory refers to the way consumers behave in a certain way as they believe will achieve a positive outcome they expect (Solomon, Bennett and Previte 2019). For example, consumers may choose Dove cremes over Vaseline cremes as Dove is expected and perceived to produce better softness.
References
Kaur, A, 2013, Maslow’s need hierarchy theory: Applications and criticisms, Global Journal of Management and Business Studies, 3(10), pp.1061-1064.
Simply Psychology, 2019, Maslow’s Hierarchy of Needs, image, viewed 4 May 2019,
<https://www.simplypsychology.org/maslow.html>
Solomon, R, Russell-Bennett, R & Previte, J 2019, ‘Consumer behaviour: buying, having, being’, 4th edn, Pearson Australia, VIC.
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