Amid endless discussion of how brands will deal with the “new” and “next” normal, it’s easy to lose focus on the core motivations driving human behavior. Consumers are people – and understanding them through that lens is now more important than ever.
CMB’s VP of Consumer Psychology Dr. Erica Carranza draws on recent research with tens of thousands of consumers to reveal the four core motivations key that drive their engagement. She shows how fulfilling these motivations boosts consideration, trial, loyalty, and advocacy for brands across industries, with a focus on the critical roles of emotion and identity. Viewers will gain insight into measuring how well they fulfill these motivations to inform strategies anchored in what truly inspires their consumers.
*Presented at the Quirk’s Virtual Event July 2020
ABOUT DR. CARRANZA: