"Motivational research is important and applicable to the study of consumer behavior because of the following reasons: i) Motivational research helps discover and identify the forces/needs/desires, urges/drives and resultant behavior in the marketplace. In other words, it helps explain the actual reasons underlying consumer behavior. ii) The marketer could use findings from motivational research to influence consumer decision making to his favor. iii) Knowledge of consumer motivation can help a marketer trigger off motives to his advantage. Once a need/motive is activated, it leads to an urge/desire to act. So marketers can trigger off needs/motives by presenting desirable/required stimuli, so that they can experience desirable consumption behavior. Source: http://in.docsity.com/en-docs/Consumer_Needs_and_Involvment_-_Consumer_Behavior_-_Solved_Quiz_"
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