Question

Pamela is a consumer who is guided in her choices by her beliefs and principles rather than by feelings or desire for social approval. She tends to purchase products based on functionality and reliability. Which primary motive is guiding Pamela's behavior?

Answer 1

Ideals Motivation

Step-by-step explanation:

Ideals motivation refers to the state wherein an individuals buying habits are governed by his/her ideals and beliefs, rather than what is in trend or preferred by many others or purchases made to fit into a particular social segment.

Such individuals are restricted in their choices by their principles and ideals and do not usually make purchases to seek social approval.

In the given case, the consumer is guided by her choices and beliefs, rather than by desire for social approval. She prefers functionality and reliability as product attributes. Thus, this represents a case of consumer behavior driven by ideals motivation.