Final answer:
The assertion that motives can be used to segment markets is true. Market segmentation involves understanding consumer's psychological motives to create targeted marketing strategies. This allows for the tailoring of advertisements and promotions to align with consumers' beliefs and values, effectively influencing their purchasing decisions.
Step-by-step explanation:
The statement motives can be used to segment markets is True. Market segmentation based on motives involves understanding the underlying reasons why consumers purchase products or services. These motives can include various psychological factors such as desires, fears, values, or the need for social acceptance. By segmenting markets according to consumer motives, businesses can tailor their marketing means and create targeted advertisements that resonate with specific consumer groups.
For instance, in advertising campaigns, understanding the motive aids in the development of content that could steer or influence consumer beliefs. If a motive within a segment of the market is to support sustainable products, companies will market their products emphasizing their eco-friendly attributes, thus influencing those motivated by environmental concerns.
Additionally, addressing motives in marketing can bolster the credibility of civil institutions or political messages by aligning them with the consumers' values and beliefs, which may contrast with the skepticism often directed at these entities. The approach to market segmentation using motives must also acknowledge the complexity of human reasoning. Consumers might choose to accept information or products that confirm their pre-existing attitudes, a phenomenon evident in the broader context of how individuals may prioritize motivated reasoning over empirical evidence. This aspect underlines the importance of nuanced marketing strategies to ensure they appeal to the foundational motives driving consumer behavior.