Q: How can you explain the concept of motivation and involvement?

Ans:

Motivation:

Motivation demotes to the processes that cause people to behave as they do. Motivation takes places when a need is aroused that the consumer wishes to satisfy. Once a requirement has been activated a state of tension exists that drives the consumer to attempt to eliminate or reduce the need.

Understanding motivation is equals to that the understanding why consumers do what they do.

Motivation satisfies also utilitarian or hedonic needs.

• Satisfying utilitarian needs entail that consumers emphasize the objective and tangible attributes of products example fuel economy in a car.
• Satisfying hedonic needs entail that consumers emphasize subjective and experiential aspects example self confidence and excitement etc.