One of the lessons of this section is that customer dissatisfaction has severe
market implications. The tendency that negative experiences are shared at a
higher rate than positive experiences on social media is called “negativity
bias.” Discuss ways of how consumers can be motivated to share their
experiences in a more balanced fashion, such that not only negative but also
positive experiences are posted.
Consumer motivation is the internal process that give consumers the urge and drive to choose a particular product or services over and above others of similar nature. The fulfillment of those needs is what makes consumer come back for the same product or service or opt to look for a separate one. Consumer motivation can be divided into several theories like theory of reasoned action, the Engel-Kollet-Blackwell-model, motivation-need theory and Hawkins stern impulse buying. Consumer motivation is what every retailer needs to focus on as a means of maintaining steady and constant flow of customers.