motivational research

n.
Systematic analysis of the motives behind consumer decisions, used especially by advertisers and marketers to assess attitudes toward products and services. Also called motivation research.

Studies conducted in order to determine the motivations behind consumer purchases. The research is psychologically oriented and attempts to learn why people behave as they do, why they make certain purchases, and why they respond to specific types of advertising appeals. The resultant information is used by advertisers and advertising agencies to plan new products, develop advertising campaigns, and, in general, to create more effective advertising.

Studies conducted in order to determine the motivations behind consumer purchases. The research is psychologically oriented and attempts to learn why people behave as they do, why they make certain purchases, and why they respond to specific types of advertising appeals. The resultant information is used by advertisers and advertising agencies to plan new products, develop advertising campaigns, and, in general, to create more effective advertising.