Motivation is the inner drive that propels people to fulfill a want or need. Often times, people who are highly involved with a product will be motivated to learn about the product, keep updated on product advancements, and seriously consider purchase alternatives. Sometimes motivation can be limited only to the purchase activity, for example, buying a wedding gift for a friend, while other times the motivation is a long-lasting interest in the product class, such as the motivation a hobbyist has for material used in the hobby. Recently, it has become increasingly common for marketing managers to think of motivation along a continuum. At one end of the continuum are utilitarian needs while at the other end are hedonic needs.
Utilitarian needs describe the tendency for people to see products as inherently useful.
When a consumer seeks to derive some emotional needs for pleasure, self-expression, or excitement we say the individual is motivated by hedonic needs . It is likely that some mixture of hedonic and utilitarian satisfaction is experienced in almost all consuming situations. Understanding the likely benefits consumers derive from an offering can allow the marketing manager to tailor the marketing mix more precisely. We think that it is important to recognize the difference between an attitude and a belief. The text defines an attitude as a learned predisposition to respond favorably or unfavorably to a product or a brand.