A matrix of consumer motivations

In the decision-making framework discussed in the previous blog, we briefly discussed the importance of the stimulus and the context of a purchase, as well as the role of history and the influence of third-parties. But the number of factors that go into making a decision are more numerous and complex.

The evidence from neuroscience is clear; every decision has some component of both rational needs and emotional wants, but these are very contextual (dependent upon the stimulus/trigger) and deeply influenced by history and expectation. Yet, all too often, businesses have a simplistic opinion of what they think their customers value; low price, efficient service, happiness, and so on.

As part of developing Predictive Behavioural Analytics, we identified that different cohorts of customers rank a whole range of factors differently, and some of this is driven by circumstance (I may love everything about Italian supercars, but I am unlikely to ever be able to afford a new one, if I were a premier league footballer however...)

In the diagram below and the following sections, we have divided these factors into two axes: what the customer wants for themselves, vs. what they want from a brand, and whether the need is rational (functional) or psychological, along with a short description of each. It is important to note that not all factors are in play simultaneously and several are mutually exclusive (e.g. 'luxury brands' are rarely 'low cost')

Psychological - ‘For me’

The emotive and psychological factors are associated with the desired state the consumer wants to feel (or stop feeling) for themself. They are often not consciously aware of these emotional or psychological influences in many cases. Examples include:

• Autonomy: having independence and accountability for one’s own actions, the consumers feel that they are in the driving seat.
• Competence/ambition/self-development: feeling able to complete a task with little or no external help and related to their personal growth.
• Belonging/relatedness: wanting to belong to and connect with a group.
• Habit: context-dependent memory associations gained through repetition of an action in a stable environment, often performed without concious choice.

Psychological - ‘About you’

Psychological factors considered by the consumer about the brand which could influence their decisions. These may be absolute (for example, the consumer trusts you) or comparative (for example, the consumer thinks you are more trustworthy than your competition). Examples include:

• Awareness: whether a consumer is aware of a need and of your brand, company, or product, or your brand’s specific advantages over your competition.
• Appearance: whether your brand or product is visually attractive and appealing to a consumer’s eye.
• Recommendation/trust: a willingness to rely on your brand with confidence and your ability to deliver a reliable service with integrity, to ensure expectations are met.

Rational/functional - ‘For me’

These are the rational ‘needs’ that the consumer seeks to meet for themselves. Typically, they are actively considered (for example, assessing the affordability of the product or service). Including:

• Removal of pain: associating your brand with the reduction of physical or psychological pain or discomfort.
• Suitability to need/utility: the perception that your brand or product fits the consumer’s need or purpose.
• Economy/price/affordability: considering whether the product is in a price range that is financially acceptable or capable for the consumer.

Rational/functional - ‘About you’

The rational/functional attributes that the consumer is seeking from your brand. Once again, these can be absolute or comparative. Including:

• Convenience: the consumer considers whether your brand is easy to access and can provide an efficient service.
• Price: the cost of your products being in line with the expectations of the consumer (e.g., low price for bargains, high price for exclusivity).
• Loyalty card/schemes: there can be no doubt that some consumers place a premium on brands that offer them rewards for their loyalty. ?

As we can see, there are lots of these decision factors and if a brand is to be highly relevant to a cohort of customers, they need to research what each cohort expects and values. The more able a brand is in addressing these criteria, the more attractive it seems to the consumers.

On a final note, bear in mind that consumers' needs and preferences change; whether it be by circumstance (e.g. a significant life event) or experience (e.g. when a consumer learns that it is sometime better to pay more for a greatly extended product lifespan). They also change as their expectations of you as a brand and they learn more about you.?

If you would like to know more about how to apply the findings of Anthrolytics’ whitepaper on this subject, or about delivering compassion with your brand’s competence, we would be delighted to arrange a personal briefing, just email Anthrolytics at [email protected]