Motives must be Differentiated from Needs, Drives, Wants: Strategy Implications

The concept of “motive” is employed very inconsistently in marketing. Some, including both general marketers and consumer behaviourists, equate it with needs, drives and wants. Others avoid any definition of the concept, while still others clearly differentiate its ature and role. The view of the last group is presented. In a suggested model, motives are suggested as the specific motivational element that directs the consumer′s drive towards a particular response. Thus while needs generate the response tendency , motives determine the specific behavioural action. Motives are, therefore, extremely important in marketing strategy because they direct the consumer′s response to certain wants (i.e. products) perceived to possess the attributes necessary to satisfy these motives.