Motivation describes the processes that cause people to behave in a particular way. Why do some people watch the Olympics but no other sporting events? Why do some people follow celebrities on social media while others search their family genealogy? Marketers want to know the answers to such questions to appropriately communicate the needs and wants that their products will fulfill.

Consumers enter a drive state that influences their feelings and emotions. These feelings and emotions motivate consumers to fulfill their utilitarian and hedonic needs. Utilitarian needs provide a practical benefit.

What do hedonic needs provide?

An unusual benefit

An alternative benefit

A pragmatic benefit

An experiential, emotional benefit