Applying a systems perspective to marketing motivation

Discusses how behavioural scientists have produced a multitude of data on complexities of consumer motivation – but states the sheer diversity of approach is making it difficult for decision‐makers to draw meaningful conclusions. Submits that the correct line of advance lies with a systems perspective. Examines Newton's Law of Motion to demonstrate how physics may be used to draw generalisation about activity in consumer systems. Purports that the important point here is that physics is not being applied to social systems, but rather it is parallel principles of cause and effect, which may be utilised, to facilitate the comprehension of these forces affecting behaviour in social systems. Concludes that what is needed to analyse available knowledge applicable to consumer motivation is a conceptual scheme which can serve as a frame of reference for marketing decision makers.