Motivation, value and lifestyles
7 important questions on Motivation, value and lifestyles
How does culture drive consumer motivations?
- Each culture is characterized by a set of core values to which many of its members adhere.
- Underlying values often drive consumer motivations.
How do products help individuals to live a culture?
What are the motivational domains of the Schwartz value survey?
- Openness to change vs. Conservation
- Self-enhancement vs. Self-transcendence
Self-enhancement is a type of motivation that works to make people feel good about themselves and to maintain self-esteem.
Self-transcendence is a personality trait associated with experiencing spiritual ideas[1] such as considering oneself an integral part of the universe.
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What are eight types of consumer values?
- Efficiency – referring to all products aimed at providing various kinds of convenience for the consumer
- Excellence – addressing situations where the experience of quality is the prime motivation
- Status – where the consumer pursues success and engages in impression management and conspicuous consumption
- Self-esteem – situations where the satisfaction of possessing is in focus
- Play – having fun in consuming
- Aesthetics – searching for beauty in one’s consumption
- Ethics – morally and politically correct consumption choice
- Spirituality – magical transformation or sacredness of consumption
How can materialism lead to more consumption?
What is a lifestyle?
Why is lifestyle research key to marketing strategies?
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