Do you have some explanation of Social motives provided by the Prof. Jagdish Sheth's Consumer Motives?

My assignment is due next monday and I haven't got a clue how to solve it. The question is that explain the Prof. Jagdish Sheth's Consumer Motive called "Social Motive".
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Social motives: this is the esteem value attached to the product/service. Source:
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"Mixer factors are anybody complete as well as provide things because they really feel these people have a impression involving obligation on their biotic community. Individuals with mixer ulterior motives can have endured racial discrimination, impoverishment or perhaps may wish to live in a new non selfish way. "
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