Motivational Conflict And Consumer Behaviour

To begin with, it’s essential to know about motivational conflict and consumer behavior. Beliefs, feelings, and impulses influence consumer behavior. These reasons can sway someone’s decision to purchase, recommend a service, or choose a competitor’s products. The surroundings, a consumer’s activities, or his brand awareness can all have an impact on his decision. Understanding awareness, environment, and behavior are crucial because they form the basis of influence and conflict in consumer behavior motivation.

Consumers may be motivated by previous assumptions, knowledge, and experiences with a product. If brand views are negative and this level of awareness is inconsistent and negative, customers may choose a different outcome. Lack of concern for the product exacerbates conflicts brought on by product awareness.

Motivational conflict definition

Motivational conflict and consumer behavior go hand in hand. People are inspired by tension in their surroundings. In this situation, desires and needs are the main motivating factors. The process by which a person recognizes a need and decides on a particular course of action to meet that need is the focus of the study of motivation in consumer behavior. However, several variables might occasionally be active at once, tugging the consumer differently. The phrase “Motivational Conflict” applies when this happens.

A motivational conflict occurs when conflicting aims drive a person’s choice.

Motivational conflict psychology

A motivational conflict situation forces a consumer to choose between competing objectives. Consumers are motivated to act and make decisions based on positive or negative reinforcement, which is the foundation of consumer motivation.

Motivational conflict theory examples

A compelling conflict forces the buyer to choose between opposing goals. The idea that customers are forced to act and make decisions based on whether they receive positive or negative reinforcement forms the basis of consumer motivation. Marketing professionals need to be able to handle energizing dialogue if they want a brand to prosper. Maintaining focus on the task at hand requires conflict resolution, or the “capacity to resist or overcome interference from task-irrelevant distractors.”

Types of motivational conflict in consumer behavior

Motivational conflict and consumer behaviour

There are three different types of motivating conflict that marketing managers need to be aware of:

Approach-Avoidance Conflict

Motivational conflict approach-avoidance is when two attractive stimuli are presented to the creature for selection. Someone who enjoys snack foods but is concerned about gaining weight may run into this problem. The flavor of the food and the resulting high may have pleased them, but not at the expense of gaining weight (avoidance). Almost every decision customers make comes with some risk or drawback. Even though we can’t always stop bad things from happening, we must be conscious. By providing free goods or services, you can decrease the downside.

Approach-Approach Conflict

Approach-approach Conflict arises when a customer must pick one good or service from various choices. When both items have benefits and drawbacks, this happens. There is no clear advantage one product has over another. It’s possible for someone to feel bad about their decision. You can utilize perceptual maps to help you overcome this emotion. This enables a business to comprehend what its customers need from its products and convince customers that it is superior to the competition.

Avoidance-Avoidance Conflict

Avoidance-Avoidance When a customer is forced to choose between two undesirable options, motivational conflict results. The decisions are considered damaging when compared to specific characteristics of the consumer’s personality characteristics. They offer some advice during the decision-making process to assist the client in reaching a decision that is in their best interests.

Example Of Approach – Avoidance Conflict

Approach-avoidance motivational conflict example: The Tom families decide to drive a brand-new car to go by bus or train. It implies that kids can travel on their own and get away from their regular routines. But the cost of an automobile would put a burden on Tom’s family’s finances. The cost of fuel, maintenance, insurance, and costly repairs entails substantial financial risk. To overcome this difficulty, automotive marketers usually stress special features of the car, such as minimal maintenance needs or outstanding fuel efficiency.

Example Of Approach – Approach Conflict

Approach-approach motivational conflict example: When a customer must decide between two equally appealing options, an approach/approach conflict results. The fitness industry is significant when two alluring local clubs are selected utilizing comparative advertising that highlights the club’s key competitive advantages.

Example Of Avoidance – Avoidance Conflict

Some customers would have to decide between investing money in new clothes to replace their worn-out wardrobe and wearing their worn-out clothes despite how uncomfortable they are. In this situation, the marketer may resolve the conflict by offering the client some suggestions to influence their decision.

Bottom Line

Consequently, The relationship between motivational conflict and consumer behaviour has been thoroughly explained in this article. We hope that it was of great help. 


What is motivational conflict in consumer behavior?

A motivational conflict situation forces a consumer to choose between competing objectives. Consumers are motivated to act and make decisions based on positive or negative reinforcement, which is the foundation of consumer motivation.

What are the 4 types of motivational conflict?

There are three distinct sorts of motivating conflict to be aware of:

Approach-Approach Conflict.

Approach-Avoidance Conflict.

Avoidance-Avoidance Conflict.

Double Approach-Avoidance.

How is motivation related to consumer Behaviour?

The basis of the marketing concept is important. The term “study of motivation” refers to all the steps someone takes to identify a need and decide on a particular course of action to address it.

What is meant by motivational conflict and what relevance does it have managers?

A motivational conflict situation forces a consumer to choose between competing objectives. Consumers are motivated to act and make decisions based on positive or negative reinforcement, which is the foundation of consumer motivation.

How to Manage Motivational Conflicts in Consumer Decision making

Feelings, emotions, beliefs, and knowledge influence consumer behaviour and significantly impact the desire to buy. Numerous things may have an impact on a buyer’s decision. Customers frequently run into a range of conflicting, favorable, and disadvantageous situations. Marketers must consider these opposing motivations to decrease the impact of these motives, enhance consumer value, meet their requests, offer workable solutions to these conflicts, and develop successful marketing communications projects.

Leave a Comment