3.4 Goal-Directed Behavior and Consumer Decision Making

Consumer goals drive decision-making and shape behavior. From consumption goals like buying a car to non-consumption goals like living healthily, goals influence how we search for information, evaluate products, and make choices.

Understanding consumer goals is crucial for marketers. By aligning products with consumer goals and using goal-oriented messaging, companies can effectively position their offerings and create compelling marketing strategies that resonate with target audiences.

Goal-Directed Behavior and Consumer Decision Making

Role of goals in consumer behavior

Top images from around the web for Role of goals in consumer behavior

• 

  Influences on Consumer Decisions | Introduction to Business View original

  Is this image relevant?

• 

  Consumer Decision Making Process – Introduction to Consumer Behaviour View original

  Is this image relevant?

• 

  Consumer Decision Making – Introduction to Consumer Behaviour View original

  Is this image relevant?

• 

  Influences on Consumer Decisions | Introduction to Business View original

  Is this image relevant?

• 

  Consumer Decision Making Process – Introduction to Consumer Behaviour View original

  Is this image relevant?

1 of 3

Top images from around the web for Role of goals in consumer behavior

• 

  Influences on Consumer Decisions | Introduction to Business View original

  Is this image relevant?

• 

  Consumer Decision Making Process – Introduction to Consumer Behaviour View original

  Is this image relevant?

• 

  Consumer Decision Making – Introduction to Consumer Behaviour View original

  Is this image relevant?

• 

  Influences on Consumer Decisions | Introduction to Business View original

  Is this image relevant?

• 

  Consumer Decision Making Process – Introduction to Consumer Behaviour View original

  Is this image relevant?

1 of 3

• Goals are desired end states consumers strive to achieve through their behavior and decision making
  • Provide direction and motivation for consumer actions (purchasing a car for transportation)
  • Consumers engage in behaviors and make decisions they believe will help attain their goals (choosing a fuel-efficient car to save money on gas)
• Goals influence various aspects of consumer behavior
  • Information search and processing
    • Consumers selectively attend to and process information relevant to their active goals (researching car models that fit their budget and needs)
  • Product evaluation and choice
    • Consumers evaluate and choose products based on their perceived ability to satisfy goals (selecting a car with desired features and performance)
  • Post-purchase behavior
    • Goal attainment or failure affects consumer satisfaction and future behavior (recommending the car to friends if it meets expectations)

Types of consumer goals

• Consumption goals
  • Directly related to the acquisition, use, and disposal of products or services
  • Purchasing a car for transportation, buying a gift for a friend (birthday present)
• Non-consumption goals
  • Not directly related to product acquisition or use but can still influence purchase decisions
  • Maintaining a healthy lifestyle (choosing organic food), supporting environmentally friendly brands (buying from a company with sustainable practices)
• Approach goals
  • Focused on achieving positive outcomes or desired end states
  • Saving money for a vacation (budgeting for a trip to Hawaii), improving personal appearance (buying new clothes for a job interview)
• Avoidance goals
  • Focused on preventing negative outcomes or undesired end states
  • Avoiding debt (creating a financial plan), preventing health issues (exercising regularly and eating a balanced diet)
• Promotion goals
  • Emphasis on advancement, growth, and accomplishment
  • Associated with a willingness to take risks and try new things (investing in a startup company)
• Prevention goals
  • Emphasis on safety, security, and responsibility
  • Associated with a preference for stability and risk avoidance (purchasing insurance for valuable possessions)

Goal activation and consumer choice

• Goal activation
  • Goals can be activated by internal factors (needs, desires) or external factors (marketing stimuli, social influences)
  • Activated goals guide consumer attention, information processing, and decision making (seeing an advertisement for a new smartphone triggers the goal to upgrade)
• Goal-relevant information processing
  • Consumers selectively attend to and process information that is relevant to their active goals (comparing smartphone specs and reviews)
  • Goal-relevant information is given more weight in decision making (prioritizing camera quality for a photography enthusiast)
• Goal-based choice
  • Consumers evaluate and choose products based on their perceived ability to satisfy active goals (selecting a smartphone with a high-quality camera)
  • Products that are seen as more instrumental in achieving goals are more likely to be chosen (opting for a smartphone with long battery life for frequent travelers)
• Goal conflict and trade-offs
  • Consumers often face multiple, competing goals that require trade-offs in decision making (choosing between a high-end smartphone and saving money)
  • The relative importance and urgency of goals influence how consumers resolve goal conflicts (prioritizing saving money over having the latest technology)

Marketing for consumer goals

• Identify relevant consumer goals
  • Understand the goals that drive consumer behavior in the target market (eco-conscious consumers seeking sustainable products)
  • Conduct market research to uncover key consumption and non-consumption goals (surveys, focus groups, customer interviews)
• Align product positioning with consumer goals
  • Position products or services as effective means for achieving specific consumer goals (a reusable water bottle for reducing plastic waste)
  • Highlight product attributes and benefits that are relevant to targeted goals (a water bottle made from recycled materials)
• Use goal-oriented messaging
  • Develop advertising and promotional messages that explicitly address consumer goals ("Achieve your fitness goals with our gym membership")
  • Emphasize how the product or service can help consumers attain their desired end states ("Our meal delivery service helps you maintain a healthy diet")
• Leverage goal framing
  • Frame marketing communications in terms of approach or avoidance goals, depending on the target audience and product category (promoting a sunscreen as a way to prevent skin damage)
  • Use promotion-focused or prevention-focused language and imagery to resonate with consumers' goal orientations ("Protect your skin from harmful UV rays")
• Provide goal-relevant information
  • Include information in marketing materials that helps consumers evaluate the product's ability to satisfy their goals (customer reviews, product demonstrations)
  • Offer evidence, testimonials, or demonstrations that support the product's goal-related benefits ("98% of users reported improved skin texture after using our moisturizer")