A theory that is used by both manufacturers is the linkage of emotions with motivation. Considering the theories of needs of human beings such as Maslow’s hierarchy, there are certain levels that have to be achieved for humans to reach the higher level of needs in the pyramid. These begin with physical, followed by safety and social needs which then lead to esteem and further on.
The emotions of humans and their association with stimuli are made use of by both automobile brands to increase the motivation of the consumers towards purchasing the vehicles (Clifton, 2009). This is achieved because consumers begin to associate the emotions with the products which are then seen as a path to achieving the desired emotions.
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