Title: Describe how purchasing motives affect consumer choices.
Course: Principles of Business and Marketing (12051-36) > Section: Making Sound Business Decisions

Description should include how motives can be based on reasoning or emotion and how they affect purchases. Motives may include

- price
- convenience
- safety
- health
- quality
- guarantee/warranty
- style
- color
- family or peer approval
- celebrity endorsement
- power.

Process/Skill Questions:

- What are the potential advantages of making a purchase based on reasoning? Based on emotion?
- What are the potential disadvantages of making a purchase based on reasoning? Based on emotion?
- How do merchants and advertisers appeal to customers motivated by reason? To customers motivated by emotion?
- What recent purchases have you made based on reasoning? Based on emotion?
- Why might a customer have reason-based motives for one purchase and emotion-based motives for another purchase?
- Why is it important for consumers to evaluate buying motives before making a purchase?