Understanding Consumer Behavior through Emotional and Functional Motivations PPT

This PPT slide, part of the 29-slide 3 Bs of Behavioral Change PowerPoint presentation, presents a "Benefits – Desires Matrix" aimed at understanding how to effectively motivate behavior change among consumers. It emphasizes the importance of considering both time and motivation when encouraging individuals to take action. The matrix is divided into 4 quadrants based on 2 dimensions: emotional (hedonic) versus functional motivation, and the time frame of now versus the future.

In the upper left quadrant, labeled "Emotional (Hedonic) / Future," individuals express a desire for something they want in the future. The upper right quadrant, "Emotional (Hedonic) / Now," captures the ideal state where consumers are eager to act immediately, driven by emotional satisfaction. The lower quadrants focus on functional motivations, with "Functional / Future" indicating a need that is not urgent, while "Functional / Now" represents immediate practical needs.

The text suggests that the most effective behavior change occurs in the Emotional/Now quadrant, where consumers are both motivated and ready to act. It highlights that incorporating elements of enjoyment or fun into the desired behavior can significantly enhance motivation. Conversely, functional products, which are primarily utilitarian, lack the emotional engagement necessary to inspire immediate action.

The slide concludes with a call to action for product managers to analyze their offerings. They must determine whether their products resonate with users' emotions, thereby ensuring that the benefits provided align with the desires of the target audience. This insight is crucial for developing strategies that effectively drive consumer engagement and behavior change.

This slide is part of the 3 Bs of Behavioral Change PowerPoint presentation.

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Behavioral Economics Organizational Behavior Cognitive Bias

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