The degree to which someone is motivated to make purchase decisions can be referred to as Motivational Strength. Solomon & Russell-Bennett acknowledge motivational strength as a person being willing to “expend energy to reach one goal” (2019). Consumer behaviour theories share common ground, recollecting the basic idea that people have a fixed amount of energy that they allocate towards their personal goals.
Solomon & Russell-Bennett have determined two motivational theories; Drive Theory, and Expectancy Theory.
The Drive Theory directs individuals to manifest behaviours which create dominant responses. Developed by Sigmund Freud this theory is changeable with factors such as social situations impacting behaviour as well. This in turn leads to individual manifesting behaviours, which serve as dominant responses (Communication Theory 2019).
The Expectancy Theory highlights the ability to achieve external outcomes to a purchase decision rather than ones pulled from within. The positive incentives which motivate consumers to make purchase decisions offer positive consequences to the overall product satisfaction.
HelloFresh predominately motivates their customers using characteristics of the Expectancy Theory. HelloFresh has acknowledged the need to communicate to their consumers using various media types, particularly when communicating to young consumers, new types of media, like social media, should be considered.
These consumers make purchase decisions which are influenced by cognitive factors. The cognitive factors create desirable outcomes which are recognised through HelloFresh marketing efforts such as Influencer Marketing. Consumers rely on the mass media for relevant information acting as a source which results in the beliefs and attitudes about the healthiness of foods diverging from established knowledge (Kaya 2016).
https://www.instagram.com/p/Bw3_niNlugV/
Here is @georgiestevenson sharing with her Instagram followers how convenient HelloFresh has been whilst moving house. The review Georgie gives specifies the positive attribute of ‘convenience’ as the motivation to purchase the product.
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Here we see YouTubers Aspyn Ovard and Parker Ferris show how they prepare their HelloFresh meal. The influencers give the box a wholesome review providing a positive outcome on what consumers should expect by purchasing the service.
Reference List
2019, Drive Theory, Communication Theory, weblog post, <https://www.communicationtheory.org/drive-theory/>
Kaya, I 2016, ‘Motivation Factors of Consumers’ Food Choice’, Food and Nutrition Sciences, vol. 7, pp. 149-154.
Johanson, B, Naes, T & Hersleth, M 2011, ‘Motivation for Choice and Healthiness Perception of Calorie-Reduced Dairy Products A Cross-Cultural Study’, Appetite, 56, 15-24
Solomon, R, Russell-Bennett, R & Previte, J 2019, ‘Consumer behaviour: buying, having, being’, 4th edn, Pearson Australia, VIC.
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