Question

Identify the kind of motivation at play based on the consumer’s behavior in the given scenario. Lila is going to purchase a couch. She goes to a local furniture store to explore the options. At the store, she narrows down her choice to two couches. She tells the salesperson that the first is very comfortable, but she loves another, less comfortable couch for reasons she can’t explain. She decides to buy the first couch. When making the purchase decision, Lila displayed motives.

Answer 1

The kind of motivation at play based on the consumer’s behavior in the given scenario is irrational motive

There are two kinds of motives in consumer behavior which includes:

• Rational motives: This has to do with making a purchasing decision based on the best decision available that would give maximum satisfaction.
• Irrational (emotional) motive has to do with those decisions that a consumer makes based on how he feels about a particular product, without considering utility (satisfaction)

Based on the given scenario, we are told that Lila is going to purchase a couch and she goes to the store to get one. When she gets there, she notes a comfortable cushion, but makes the decision to get a less comfortable for "reasons she cannot explain". This is an example of Irrational (emotional) motive

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