{"id":7311,"date":"2023-12-22T20:12:49","date_gmt":"2023-12-22T19:12:49","guid":{"rendered":"https:\/\/www.mickyweis.com\/koebemotiver-for-forbrugere-online\/"},"modified":"2025-08-19T16:05:58","modified_gmt":"2025-08-19T14:05:58","slug":"consumer-buying-motives","status":"publish","type":"post","link":"https:\/\/www.mickyweis.com\/en\/consumer-buying-motives\/","title":{"rendered":"Understanding consumer buying motives: A guide for marketers"},"content":{"rendered":"<p>Marketing is a fascinating intersection of technical disciplines, like <a>SEO<\/a>, and psychological factors that influence the decisions customers ultimately make.<\/p>\n<p>You can craft the perfect marketing strategies to reach your target audience, but at the end of the day, customer behavior will reveal whether the strategies worked as intended.<\/p>\n<p>This brings us to the concept of consumer buying motives.<\/p>\n<p>Buying motives come in various forms, including <strong>rational and social buying motives.<\/strong><\/p>\n<p>Today\u2019s post explores the buying motives that particularly apply to <strong>online consumers<\/strong>.<\/p>\n<p>In other words, what considerations and motivations drive consumers to shop online?<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mickyweis.com\/en\/consumer-buying-motives\/#Understand_your_target_audience_through_buying_motives\" >Understand your target audience through buying motives<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mickyweis.com\/en\/consumer-buying-motives\/#Rational_buying_motives_%E2%80%93_where_logic_prevails\" >Rational buying motives \u2013 where logic prevails<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mickyweis.com\/en\/consumer-buying-motives\/#Social_buying_motives_%E2%80%93_where_emotions_take_the_lead\" >Social buying motives \u2013 where emotions take the lead<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mickyweis.com\/en\/consumer-buying-motives\/#Veblen_motive\" >Veblen motive<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mickyweis.com\/en\/consumer-buying-motives\/#Snob_motive\" >Snob motive<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mickyweis.com\/en\/consumer-buying-motives\/#Thrifty_motive\" >Thrifty motive<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mickyweis.com\/en\/consumer-buying-motives\/#Bandwagon_motive\" >Bandwagon motive<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.mickyweis.com\/en\/consumer-buying-motives\/#When_rational_and_social_motives_intersect\" >When rational and social motives intersect<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.mickyweis.com\/en\/consumer-buying-motives\/#Why_are_buying_motives_important\" >Why are buying motives important?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.mickyweis.com\/en\/consumer-buying-motives\/#Key_characteristics_of_the_buying_journey\" >Key characteristics of the buying journey<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Understand_your_target_audience_through_buying_motives\"><\/span>Understand your target audience through buying motives<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Buying motives are crucial to identify the best marketing strategies for effectively targeting your audience.<\/p>\n<p>Broadly, there are two types of buying motives reflecting different consumer considerations before making a purchase: social and rational buying motives.<\/p>\n<p><a href=\"https:\/\/www.mickyweis.com\/en\/personalization-and-segmentation\/\"><strong>Want to learn more about understanding target audiences? Check out my post on personalization and segmentation.<\/strong><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Rational_buying_motives_%E2%80%93_where_logic_prevails\"><\/span>Rational buying motives \u2013 where logic prevails<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Rational or functional buying motives are based solely on practicality or logical reasoning.<\/p>\n<p>These purchases fulfill a need that is practical or functional, without any added social value for the consumer.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Social_buying_motives_%E2%80%93_where_emotions_take_the_lead\"><\/span>Social buying motives \u2013 where emotions take the lead<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In contrast to rational motives, social buying motives are driven by emotions.<\/p>\n<p>Broadly, there are four types of social buying motives:<\/p>\n<ul>\n<li><strong>Veblen motive<\/strong><\/li>\n<li><strong>Snob motive<\/strong><\/li>\n<li><strong>Thrifty motive<\/strong><\/li>\n<li><strong>Bandwagon motive<\/strong><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Veblen_motive\"><\/span>Veblen motive<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The Veblen motive is based on a desire to attain a certain economic status.<\/p>\n<p>Consumers purchase high-priced items, such as luxury brands, to signal wealth and social standing.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Snob_motive\"><\/span>Snob motive<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The Snob motive arises from a desire to stand out.<\/p>\n<p>Consumers seek unique products, like limited editions, to express individuality.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Thrifty_motive\"><\/span>Thrifty motive<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The Thrifty motive reflects a desire to invest in products at great prices.<\/p>\n<p>This includes bargains, second-hand purchases, or anything that signals financial prudence.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Bandwagon_motive\"><\/span>Bandwagon motive<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The Bandwagon motive reflects a need to purchase popular items.<\/p>\n<p>Consumers buy products that are widely admired or owned to gain social approval.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"When_rational_and_social_motives_intersect\"><\/span>When rational and social motives intersect<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While social and rational motives are often framed as opposites, they frequently interact.<\/p>\n<p>For example, imagine needing a new phone and choosing between a high-end brand and a budget brand, each offering different features.<\/p>\n<p>Here, a <strong>combination of considerations<\/strong> comes into play: the necessary functions of the phone versus the social status associated with the brand.<\/p>\n<p><strong>Price, functionality, and social status<\/strong> merge, leading to complex consumer decision-making\u2014a common scenario for many customers.<\/p>\n<p>The goal is to capture these customers by marketing the product (in this case, the phone) using strategies that resonate during their decision-making process.<\/p>\n<p><a href=\"https:\/\/www.mickyweis.com\/en\/sor-model\/\"><strong>Want to know how to capture your target audience&#8217;s attention? Read my post on the SOR model.<\/strong><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_are_buying_motives_important\"><\/span>Why are buying motives important?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Every customer has a motive for making a purchase. From a marketing perspective, understanding these motives is essential to tailoring strategies that resonate with the target audience.<\/p>\n<p>For instance, if your target segment is driven by the <strong>Snob motive<\/strong>, mass-marketing exclusive or unique products might not be effective.<\/p>\n<p>On the other hand, if your segment is motivated by the <strong>Bandwagon motive<\/strong>, emphasizing positive reviews and product popularity can be highly effective.<\/p>\n<p><a href=\"https:\/\/www.mickyweis.com\/en\/aida-model\/\"><strong>Does your advertising resonate with your target audience? Learn more in my post about the AIDA model.<\/strong><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Key_characteristics_of_the_buying_journey\"><\/span>Key characteristics of the buying journey<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Every target audience has unique characteristics, and understanding their buying journeys reveals similarities and differences between them.<\/p>\n<p>For example, consumers motivated by the <strong>Veblen motive<\/strong> or the <strong>Thrifty motive<\/strong> may approach purchases differently but share a tendency to spend significant time deliberating.<\/p>\n<p>Thrifty consumers scour multiple websites for the best deals, while Veblen consumers carefully consider high-priced investments.<\/p>\n<p><strong>This post provides an overview of key traits in different online buying motives. If you have experience with these buying motives, feel free to share your thoughts in the comments below!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing is a fascinating intersection of technical disciplines, like SEO, and psychological factors that influence the decisions customers ultimately make. You can craft the perfect [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":6207,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[108],"series":[],"class_list":["post-7311","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Consumer buying motives \u00bb Insights &amp; hacks for online marketing<\/title>\n<meta name=\"description\" content=\"Discover the rational and social buying motives that drive online consumer behavior. 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