![]() Furthermore, the motivating factor behind purchasing products for their symbolism is driven by the product logo. Product symbolism means that consumers are not only purchasing products for their function (utilitarian) but for what they mean to themselves. Through the results of hedonic needs (symbolic meaning or imagery association), this leads to the discussion of product symbolism. ![]() This state may lead to symbolic meaning or imagery association to a product or brand. Emotions and feelings such as enjoyment, arousal, curiosity and pleasure are categorised as hedonic needs. ![]() Hedonic needs are referred to as an emotional desire. Functionality of a product and the ability of the product make up utilitarian needs. Utilitarian needs are associated with being rational, cognitive and task driven. Two needs that motivate consumers purchases include hedonic needs and utilitarian needs. Motivation is an internal process that occurs when a consumer realises they have a need that is not satisfied, and they decide to satisfy this need. ![]()
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