motivational research

n. Systematic analysis of the motives behind consumer decisions, used especially by advertisers and marketers to assess attitudes toward products and services. Also called motivation research.

motivational research

n (Psychology) the application of psychology to the study of consumer behaviour, esp the planning of advertising and sales campaigns. Also called: motivation research

motivational research

the measurement of attitudes and preferences likely to affect BUYER BEHAVIOUR. Motivational research is concerned with exploring the underlying reasons why consumers buy products, which can range from functional requirements to psychological needs like status and esteem. There are various techniques which may be employed to explore consumers' psychological needs, including in-depth interviews, psychoanalytical tests and group discussions. The results of motivational research can be used to generate ideas for new products, reposition existing products, and design ADVERTISING COPY to appeal specifically to the motives identified. See MARKETING RESEARCH.

单词	motivational research
释义	motivational research motivational research n. Systematic analysis of the motives behind consumer decisions, used especially by advertisers and marketers to assess attitudes toward products and services. Also called motivation research. motivational research n (Psychology) the application of psychology to the study of consumer behaviour, esp the planning of advertising and sales campaigns. Also called: motivation research motivational research motivational research n. Systematic analysis of the motives behind consumer decisions, used especially by advertisers and marketers to assess attitudes toward products and services. Also called motivation research. motivational research motivational research the measurement of attitudes and preferences likely to affect BUYER BEHAVIOUR. Motivational research is concerned with exploring the underlying reasons why consumers buy products, which can range from functional requirements to psychological needs like status and esteem. There are various techniques which may be employed to explore consumers' psychological needs, including in-depth interviews, psychoanalytical tests and group discussions. The results of motivational research can be used to generate ideas for new products, reposition existing products, and design ADVERTISING COPY to appeal specifically to the motives identified. See MARKETING RESEARCH.
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