In Insight, Marketing, Trend

The complexities of consumer motivation have never been more complicated. While there are many theories and models for predicting consumer behavior, the common thread is the need for some level of understanding related to customer motivation—the thoughts, impulses, and needs that drive decision making. Consumer motivations are in constant flux, changing with societal trends in our always-on, digitally connected, and rapidly evolving world. Some motivations are explicit, rational and easy to articulate, but most motivations are an amalgam of emotions, values, beliefs and subconscious forces.

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