To understand motivation is to understand why consumers do what they do. Why do some people choose to bungee-jump off a bridge or compete on reality shows, whereas others spend their leisure time playing chess or gardening? Whether it is to quench a thirst, kill boredom, or attain some deep spiritual experience, we do everything for a reason, even if we can’t articulate what that reason is. We teach marketing students from Day 1 that the goal of marketing is to satisfy consumers’ needs. However, this insight is useless unless we can discover what those needs are and why they exist. A beer commercial once asked, “Why ask why?” In this module
we’ll find out.
Marketers continue to push the envelope to create spectacles that will increase consumer involvement with their messages:
A British show broadcast a group of skydivers who performed a dangerous jump to create a human formation in the air that spelled out the letters H, O, N, D, and A.
Can you top these? Imagine that a client hires you to launch a new energy drink. Propose a spectacle you could engineer that would attract potential customers to learn more about your product.