Reassessing the eight motivators of purchase in the context of COVID-19

Ipsos outlines how the eight motivators of purchase should be adapted to the current COVID-10 context.

Why it matters

While how people buy a brand and the context of purchase may change over time, what does not change is why people buy a brand. Marketers need to adapt brand messaging to reflect the changing times while staying true to the basic motivation that the brand fulfils.

Takeaways

  • There are times when we want to follow our impulses and let ourselves go, and there are times when we feel the need to control these urges and behave.
  • Understand what basic motivation drives purchase of the brand, and how best to deliver on that motivation in the changing...

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