Purchase and Usage Motives

Rossiter and Percy identified eight fundamental purchase and usage motives: $(1)$ problem removal, $(2)$ problem avoidance, $(3)$ incomplete satisfaction, $(4)$ mixed approach$-$avoidance, $(5)$ normal depletion, $(6)$ sensory gratification, $(7)$ intellectual stimulation or mastery, and $(8)$ social approval. These motives are important in understanding why people buy things. In addition, purchases are steered by interpersonal influences, including family, society, and the cultural environment of the consumer.

This activity is important because advertisers must use these purchase and usage motives to appeal to consumers in their messaging. Review these important concepts before completing this activity.

The goal of this activity is to assess your understanding of the different approaches that advertisers take to appeal to consumers' various purchase and usage motivations.

Match the advertisement description or scenario with the purchase or usage motivation the advertisement or business seeks to appeal to$.$

An advertisement for a daycare shuttle service shows the time parents will save in the mornings when they do not have to drop their child nff themselves.

A car insurance commercial shows the struggles of a person dealing with the repercussions of a car accident on their own but then shows a person dealing with the car accident aftermath with the help of their insurance company.

A furniture company shows in their ad that their competitor doesn't offer their own delivery service but outsources it to a company the customer has to find. The furniture company advertising emphasizes that they have their own trustworthy delivery service.

A home security system commercial contrasts a family with their system who are sleeping soundly at night with imagery of a family without their system who is experiencing a home invasion. The commercial emphasizes that to avoid this scenario, the security svatems thev offer can provide peace of mind.