In a nutshell: What are purchasing motives?
A purchase motive is the underlying reason why a customer chooses to buy. Behind every purchase lies a need, and the motive explains why that need arises and why it leads specifically to this purchase. If you understand the motives, you can target customers more precisely in both sales and marketing. Whether you work with B2C or B2B, purchase motives are one of the most useful tools for explaining buying behavior.
Purchasing motives fall into two broad categories. They rational Motifs are about reason and function, while they social Motivations revolve around how the purchase is perceived by others. Most purchases are driven by a combination of both.
Sense and Function
- Price and Overall Cost
- Quality, Condition, and Durability
- Operating Costs and Efficiency
- Concrete practical value
Status and Affiliation
- Bandwagon: to follow the crowd
- Snob: to stand out
- Veblen: Signaling Status
- Thrifty: getting a good deal
The rational buying motives
Rational purchasing motives are the reasoning behind the purchase. Imagine that Mr. Larsen is out looking at a house he’s considering buying. He asks about the price, the condition of the house, heating costs, property taxes, the energy efficiency rating, and the expected value in a few years.
All of these questions are rational and practical. They concern the actual cost and benefits of a purchase. But it would be an oversimplification to claim that our purchasing behavior is always rational. That is why we must also consider social motives.
Social purchasing motives: the four purchasing motives
Social purchasing motives are less about function and more about the impression the purchase makes on others. Whether Mr. Larsen ends up buying the house depends not only on numbers and reason, but also on how well the house aligns with his social motives. Social motives are divided into four types, which is why they are also called The Four Reasons for Buying.
Going with the flow
Mr. Larsen is buying the house because it's popular, and many others want it too. The bandwagon effect is about choosing the same thing as many others and being part of something that's in high demand.
Standing Out
Mr. Larsen is buying the house because it is rare and unique. The "snob" motive is the opposite of the "bandwagon" effect: one wants to stand out and own something special that very few others have.
To signal status
Mr. Larsen buys the house because it is more expensive than his neighbors’. The Veblen motive is about status: projecting affluence so that others look up to you. The more expensive it is, the stronger the signal.
Getting a good deal
Mr. Larsen is buying the house because it’s a good deal. The “Thrifty” motive is the opposite of the Veblen effect: you want to get a good deal and are happy to tell everyone how skillfully you negotiated.
An Overview of the Four Social Motives
| Motif | Driving Force | Contrast | Typical signal |
|---|---|---|---|
| Bandwagon | Being where so many others are | Snob | “Everyone has it, so I want it too.” |
| Snob | Owning something unique and rare | Bandwagon | “Not many people have that.” |
| Veblen | Showing status through price | Thrifty | “That expensive choice says something about me.” |
| Thrifty | Getting the Most Value for Your Money | Veblen | “Look what a great buy I made.” |
How to Use Buying Motivators in Practice
Purchase motivations aren't just theory. When you know what motivates your target audience, you can refine your message, channel selection, and offers. Here are four specific strategies.
- Identify your target audience’s primary motivation before crafting your message.
- Appeal to both reason and emotion: combine rational arguments with the right social cues.
- Tailor the tone to the target audience: exclusivity for snobs and Veblen, social validation for bandwagoners, value for thrifty consumers.
- Test your messages based on data rather than assumptions, and adjust them based on what actually converts.
Motivations are the foundation of the customer journey
If you understand the motivations behind a purchase, you understand why people act the way they do—not just what they do. It’s the same foundation that makes models like AIDA and a mapped-out customer journey useful: they’re all based on a precise understanding of what drives the decision. Read on to learn how to use The AIDA models to turn ideas into action.
Frequently asked questions
What is a purchasing motive?
A purchase motive is the underlying reason why a customer chooses to make a purchase. Behind the purchase lies a need, and the motive explains why that need arises and leads to this specific purchase.
What is the difference between rational and social purchasing motives?
Rational motives are about reason and function—for example, price, quality, and operating costs. Social motives are about how the purchase is perceived by others—for example, status and a sense of belonging. Most purchases are driven by a combination of both.
What are the four reasons for buying?
The four social purchasing motives are bandwagon (following the crowd), snob (standing out), Veblen (signaling status through price), and thrifty (getting a good deal). They are also known as the four purchasing motives.
What is the difference between the Veblen and the thrifty motives?
The Veblen motive is about signaling status through a high price, while the thrifty motive is about getting the most value for your money. They are opposites: one emphasizes how expensive the purchase was, while the other emphasizes what a good deal you got.
Why are purchase motivations important in marketing?
Once you understand what motivates your target audience, you can refine your message, channel selection, and offerings. This makes your marketing more precise and increases the likelihood that you’ll address the customer’s actual decision-making criteria.
Can a purchase be driven by more than one motive at the same time?
Yes. Most purchases are a mix of rational and social motives. A customer may outwardly justify the purchase rationally, while the decision is actually driven by a social motive. Good marketing appeals to both.
Do you want to tap into the customer's true motivations?
We help link purchasing behavior and motivations to specific messages that drive conversions across channels. Reach out to us for a no-obligation conversation about your target audience.
