Because a Purchase Decision Can Involve More Than One Source

question 73

Essay

Because a purchase decision can involve more than one source of motivation, consumers often find themselves in situations in which different motives, both positive and negative, conflict with one another. Describe three general types of motivational conflict. In addition, comment on how these conflicts help to bring about satisfaction of needs. Provide an example of how marketers tailor their marketing communications to fit consumer needs in each of these cases.

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Definitions:

Social Class

A way to categorize people in society based on their wealth, occupation, education, and other social indicators.

Generational Kinship

Relationships defined by shared lineage or descent across multiple generations within a family or community.

Mundurucu Society

A society of indigenous people living in the Amazon Basin of Brazil, known for their distinctive cultural practices and social organization.

Lineage Exogamy

A marital practice where individuals are required to marry outside their own lineage or social group to promote diversity and alliances.