AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
1. Understand the nature of motivation, the role it plays in consumer behavior, and how marketers can use motives in developing marketing strategy.
2. Understand the approaches to determining which motives are behind the purchase of products and brands as well as the difficulties in making such determinations.
3. Understand the nature of personality, the role it plays in the consumption process, and how marketers can use personality in developing marketing strategy.
4. Understand the nature of emotion, the important role it plays in the consumption process, and how marketers can use emotion in developing marketing strategy.