Volvo Consumer Behavior
Motivation
Motivation refers to the process that initiates, guides and maintains goal-oriented behaviors. It involves both the internal and external factors that stimulate desire and energy in people to be constantly attracted and committed to a job or make an effort to achieve one’s goal. In the concept of Consumer Behavior, the two campaigns that Volvo have directed can be applied in this concept. However, the concept of motivation can be applied in such a way that the reason or the driving force that prompt the people to take action or behave in a particular way.
Nevertheless, human behavior is goal-directed. The concept of motivation cause goal-directed behavior. This can be understood by understanding the Maslow’s Need Hierarchy Model
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Moreover, when it comes to “Marketing Practices” of these campaigns, we can see how Volvo excels in these areas. Firstly, Volvo is a world renowned car manufacturer. Majority of the people know that Volvo is excellent for its safety features and its ability to withstand serious vehicle accidents while keeping the passengers or drivers in the vehicle uninjured. Hence, when it comes to their brand image, there is usually a positive feedback and viewers would certainly be attracted in participating in their …show more content…
That being said that Volvo tied their campaigns with the Super Bowl event and the Twilight Saga movie as a source of medium. Volvo predicted that with the “Who Would You Give A Volvo To?” campaign, do they not only will attract the fans of the Super Bowl but also any viewers of their campaign. By doing so, this is actually a win-win solution for both the parties as the non-viewers of the Super Bowl would be ‘required’ to watch in order and wait for the commercial breaks to participate.
Emotion
Emotion is defined as a natural instinctive state of mind deriving from one’s circumstances, mood or relationships with others. One noticeable strategy that Volvo used in both campaigns is where the emotional arousal as a product benefit. This way viewers would be attentive and curious towards the campaign and that it triggers an interest towards it. However, Volvo does not position their product as the core but instead places it as a reward.
In the “Who Would You Give A Volvo To?” campaign, Volvo uses the pleasure dimension of emotion to gain the viewers’ attention. The main goal of this campaign is to show gratitude and affection to a loved one by recognizing their efforts and awarding them with a Volvo
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