Motivation Conflict
With (he many motives consumers have and the many situations in which these motives
are activated, (here are frequent conflicts between motives. The resolution of a
motivational conflict often affects consumption patterns. In many instances, the marketer
can analyze situations that are likely to result in a motivational conflict, provide a solution
to the conflict, and attract the patronage of those consumers facing the motivational
conflict. There arc three lypes of motivational conflict of importance to marketing
managers:
•Approach-Approach Conflict
•Approach-Avoidance Conflict
•Avoidance-Avoidance Conflict
Approach-Approach Motivational Conflict A consumer who must choose between two
attractive alternatives faces approach-approach conflict. The more equal this attraction, the
greater the conflict. A consumer who recently received a large cash gift for graduation
(situational variable) might be ton) between a trip to Hawaii (perhaps powered by a need
for stimulation) and a new mountain bike (perhaps driven by the need for assertion). This
conflict could be resolved by a timely advertisement designed lo encourage one or the
other action. Or a price modification, such as “buy now, pay later.” could result in a
resolution whereby both alternatives are selected.
Approach-Avoidance Motivational Conflict A consumer facing a purchase choice with
both positive and negative consequences confronts approach-avoidance conflict. A person
who is concerned about gaining weight yet likes snack foods faces this type of problem.
