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.

---

Definitions:

Molding Department

A production sector within a manufacturing facility where raw materials are shaped into components or products using molds.

Work in Process

Inventory that includes goods that are in the production process but are not yet complete.

Processing Department

A unit or area in a manufacturing facility where raw materials are processed into finished goods.

Equivalent Units

A concept used in cost accounting to convert partial units of production into full units for the purpose of accurately assigning costs.