With a focus on Maslow’s Hierarchy of Needs, consider the role of motivation in consumer choice and the influence of emotional meaning and social digital technologies on consumer motivation.

| November 16, 2015

With a focus on Maslow’s Hierarchy of Needs, consider the role of motivation in consumer choice and the influence of emotional meaning and social digital technologies on consumer motivation.
Contemporary Issues in Consumer Behaviour
QUESTION
“Motivation as a psychological construct has played many roles as paradigms have risen and fallen over the decades. However the central concept that motivation is the result of unmet, salient needs has remained unchanged throughout these theories and systems.” (Pincus 2004)
It has been argued that Maslow succeeds in combining the insight of earlier psychologists revealing that consciously or unconsciously, people try to fill these needs literally or symbolically. This has proven valuable to marketers in terms of understanding consumer’s behaviour.
With a focus on Maslow’s Hierarchy of Needs, consider the role of motivation in consumer choice and the influence of emotional meaning and social digital technologies on consumer motivation. Please evidence your discussion using relevant literature and motivation theory, demonstrating examples of consumer choice situation(s) to illustrate your response.
Assessment Criteria Indicators
Please ensure each of these is clearly addressed in your final submission.
• Demonstrate ability to evaluate, synthesis and analyse existing literature.
• Demonstrate a knowledge and comprehension of the materials presented.
• Draw considered conclusions.
• Professionalism in presentation.

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