What role do emotions play in consumer motivation, and how can the marketer tap this source positively?

Read Section IV, Number 11, in Graham’s text

 

  • How would a marketer use the information from Maslow’s Theory of the Hierarchy of Needs to understand the motivations that influence being a member of the bicycle club, as discussed on pages 61 and following in Graham’s text? Would the work of McGuire on motivation enhance the marketer’s understanding?
  • What role do emotions play in consumer motivation, and how can the marketer tap this source positively?

 

THREE PARAGRAPHS AND TWO REFERENCES– NO PAPER FORMAT THIS IS A DISCUSSION POST

Graham, J. (2010). Critical thinking in consumer behavior: Cases and experiential exercises, (2nd ed.). Boston: Prentice Hall

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