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Consumer motivation and affect

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Identify and describe how a consumer motivation or affect is used in any advertisement for a governmental organization/institution/agency/military branch or any non-profit organization/institution. Define how the motivation or affect reflects or appeals to a consumer's self or identity. Embed the advertisement.

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Solution Summary

Consumer motivation and emotions used in a non-profit advertisement are discussed in a structured manner in this response. The related references are also provided

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Consumer motivation or effect is used in the classic advertisement by UNICEF Sweden which says "Likes don't save lives, Money does".

Embed: https://thevisualcommunicationguy.com/wp-content/uploads/2018/08/UNICEF-Sweden.jpg

This is an advertisement by UNICEF Sweden which strives to motivate social media users to contribute money instead of just sharing and liking posts on the internet UNICEF wanted to increase users' motivation to contribute cash.

Motivation or effect reflects in appeals to a consumer's self-concept which is how he thinks of himself. In the advertisement, if the consumer's self-concept is to save lives, then he is motivated to contribute to UNICEF. The contribution by the consumer will help define the self and create a sense of identity. Similarly, Motivation or emotions reflect in the appeals to a consumer's identity (1). This is the consumption pattern through which the consumer describes himself. ...

Solution provided by:
Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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