Conceptualizing and Measuring Prospect Wants: Understanding the Source of Brand Preference

Abstract

Prospect wants originate upstream from the marketplace, in the context of everyday life and work. Researchers in marketing attempt to read wants by measuring and decomposing consumer preferences for marketplace offerings. In this paper, we show that consumer preference for offerings reflects an interaction between motivating conditions that prompt users to action, and capability of a brand's attributes to address the source of the motivation. A hierarchical Bayes conjoint model is proposed for measuring motivating wants that exist upstream from the marketplace and instrumental wants that are expressed as reactions to marketplace offerings. The model is illustrated with data from a national survey of the concerns and interests that prompt prospects to brush their teeth and their preference for toothpaste attributes .

The spirit of the fruit: contextual and transituational motives for consumption

“…The six fresh fruit consumption motives identified the consumption situations (Fennell, 1978; Fennell and Allenby, 2013). By thinking about the reasons for consumption in a given situation, the participants reached a state of mind where the product became accessible (Veludo-de-Oliveira et al.…”

“…The observed contextual motives described, within the six categories, the most consistent benefits expected after fruit consumption (Table 1). People can have different motives because these change from one situation or environment to another (Fennell and Allenby, 2013; Verain et al. , 2020).…”

“…From a contextual approach, concerns and interests were classified as problem solving, problem prevention, routine, exploratory opportunity, sensory opportunity and product-related problems (Fennell, 1978; Fennell and Allenby, 2013). The moderator organised and wrote the participants' responses on a board, visualising them into six categories.…”

“…The attributes and benefits that describe consumers' motivations are relatively easy to express and cognitively available and represent a present state of existence (Fennell, 1978;Fennell and Allenby, 2013). The most consistent attributes that move fruit consumption are taste, naturalness/freshness and health (Raaijmakers et al, 2018;Verain et al, 2020).…”

Perspectives on Bayesian Methods and Big Data

“…First, it reveals what people want but not why they want it. Need states and associated consumption contexts are not revealed [6], making this type of marketplace data uninformative about how products are effective in providing solutions to consumer problems. In reality, Big Data is huge because of its breath, not because of its depth.…”