In this approach,
there are three main types of appeals which marketers mainly target.
Under this motivational approaches in the consumers' continuum of decision making
process, the first one, which is usually used by marketers is the emotional appeal.
Now what do we mean by emotional appeal?
As the word stands, emotional appeal basically targets the inherent
emotions which consumer feel when they are making a purchase behavior.
For example, when you are going to buy a gift for
your dad during the Father's Day celebrations, which is every year,
you probably think about your dad and what kind of things he likes.
You feel that he has taken care of you all through your life and so
you want to buy a present which is really good.
This is where the emotional appeal comes in and
as you can see in the video, it also shows another example where
emotional appeal does play a big role in the purchase behavior.
The second one, under these motivational approaches, is the sex appeal.
This is where consumers are driven more by their sexual perspectives and
sexual preferences.
And where a purchase behavior is driven more by how consumers feel about
the different aspects of more explicit sexual characteristics of that product.
As you saw in the video on sex appeal,
it's very evident to you that in this case, definitely the consumers
would be very willing to purchase the Coke which definitely creates,
in the consumers' mind, a different sense of sexual orientation.
The third motivational approach which we are going to talk about, is fear appeal.
Now this approach is usually used by marketers when they're trying to
target consumers for certain public service announcements.
Something like anti-smoking ads, or
something like an AIDS campaign, where consumers are being made aware of
the different problems associated with unprotected sex and so on.
As you'll see in this following video, it is
also going to showcase another instance where fear appeal plays a very big role.
Under these motivational approaches,
these three main appeals are definitely relevant.
But oftentimes, consumers are not
necessarily completely irrational like we saw in these motivational approaches.
We go to the third aspect of the continuum of consumers' decision making process,
which is called bounded rationality.
This is where consumers are not necessarily completely irrational,
as we saw in the motivation approaches or they're not also completely rational,
like in the case of the economics based theory.
This is where consumer decision making is driven more by
what we call prospect theory and the behavioral sciences.
In the next video, we will see what do we mean by prospect theory,
what are the different aspects of prospect theory and why is it important,
probably the most important aspect to consider when we think about consumer
decision making processes.
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