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The Motivational Basis of Brand Choice: The Psycho-Emotional Aspect
Boienko O. Y.

Boienko, Olena Yu. (2019) “The Motivational Basis of Brand Choice: The Psycho-Emotional Aspect.” Business Inform 3:406–411.
https://doi.org/10.32983/2222-4459-2019-3-406-411

Section: Management and Marketing

UDC 339.138

Abstract:
The article is concerned with the analysis of motivational basis of brand choice in the psycho-emotional context. It is defined that any human activity is conditioned by the presence of certain motives. In marketing, in the context of consumption, a motive is to meet the needs of consumers. This article presents a scheme of the motivational reinforcement of the fact of consumption and characterizes the patterns of consumer behavior in Ukraine: prevalence of consumption over accumulation; increased consumption of premium brands in the low-cost product groups; «anti-brand» moods; lack of prototypes and national advantages. It is clear that the choice associated with the price characteristic may be different, but it always fits into one of the following points: satisfies its own quality requests; demonstrates social status; corresponds to the wishes of relatives and friends; displays the level of material position. It is noted that from the psychological view the purchase of goods often occurs under the influence of factors of situational character. The levels of perception of brand are suggested as follows: cognitive (processing of input information); psychological (definition of own wishes and visualization of images); behavioral (translating internal processes into reality). The author defines the principles, relying on which, it is possible to explain behavior of consumers: principle of expected value; principle of discreetness; principle of fuzzy logic.

Keywords: brand, psycho-emotional aspect, cognitive level, consumer behavior, price characteristic, subjective risk.

Fig.: 3. Tabl.: 1. Formulae: 1. Bibl.: 10.

Boienko Olena Yu. – Candidate of Sciences (Economics), Associate Professor, Head of the Department, Department of Marketing and Business Analytics, Vasyl’ Stus Donetsk National University (21 600-richchia Str., Vinnytsia, 21021, Ukraine)
Email: [email protected]

List of references in article

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Dymshits, M. N. Manipulirovaniye pokupatelem [Manipulation of the buyer]. Moscow: Omega L, 2004.
Krasnoslobodtsev, A. A. “Psikhologicheskiye patterny povedeniya v kontekste formirovaniya brenda“ [Psychological patterns of behavior in the context of brand formation]. Sotsialno-ekonomicheskiye yavleniya i protsessy, no. 1 (2010): 60-66.
Krasnoslobodtsev, A. A. “Rol brenda pri vybore tovara“ [The role of the brand when choosing a product]. Uchenyye zapiski Tambovskogo regionalnogo otdeleniya Volnogo ekonomicheskogo obshchestva Rossii, vol. 12, no. 1 (2009): 225-226.
Lebedev-Lyubimov, A. N. Psikhologiya reklamy [Psychology of advertising]. St. Petersburg: Piter, 2008.
Pashutin, S. B. “Biologicheskiye predposylki brendinga i fenomeny povedeniya potrebiteley“ [Biological prerequisites for branding and consumer behavior]. Marketing za rubezhom, no. 5 (2006): 38-47.
Povedeniye potrebiteley [Consumer behavior]. Moscow: YuNITI-DANA, 2007.
Statt, D. Psikhologiya potrebitelya [Consumer psychology]. St. Petersburg: Piter, 2003.

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