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Conflict Avoidance

There are three main types of motivational conflict that consumers experience: 1. Approach-Approach: When consumers are attracted to two equally attractive options and can only choose one. 2. Approach-Avoidance: When consumers are attracted to a product but negative aspects of acquiring it may prevent purchase. 3. Avoidance-Avoidance: When consumers are faced with two equally undesirable choices. Marketers can resolve these conflicts through tactics like comparative advertising, incentives, highlighting key benefits, offering low carb/high protein options, and interest free payment plans. Resolving motivational conflicts is important for a brand's success.

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John Brayshaw
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48 views3 pages

Conflict Avoidance

There are three main types of motivational conflict that consumers experience: 1. Approach-Approach: When consumers are attracted to two equally attractive options and can only choose one. 2. Approach-Avoidance: When consumers are attracted to a product but negative aspects of acquiring it may prevent purchase. 3. Avoidance-Avoidance: When consumers are faced with two equally undesirable choices. Marketers can resolve these conflicts through tactics like comparative advertising, incentives, highlighting key benefits, offering low carb/high protein options, and interest free payment plans. Resolving motivational conflicts is important for a brand's success.

Uploaded by

John Brayshaw
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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1. Discuss and give illustration of each type of motivational conflict.

A motivational conflict is a situation in which a consumer is driven to make a decision based on


conflicting goals. Consumers are either motivated by a positive or a negative reinforcement,
which forms the basis for the individual’s motivation to act and make consumer decisions.

There are three main types of motivational conflict namely:

1. Approach-Approach

2. Approach-Avoidance

3. Avoidance-Avoidance.

It is imperative for a brands success that marketers can resolve motivational conflict. Conflict
resolution refers to the ‘ability to resist or resolve interference from task-irrelevant distractors in
order to focus on the target.

Approach-Approach

Approach/Approach motivational conflict occurs when a consumer is confronted with two


choices which are equally as attractive as each other and the consumer can only choose one.
Deciding between signing up to two equally as attractive gyms in your area, is an relevant fitness
industry example to this. Comparative advertising with emphasis on highlighting key benefits of
their gym in comparison to other gyms is a way a marketer for the gym could resolve this
conflict.

Anytime Fitness Fairy Meadow’s recent marketing campaign, provides a great example of
resolving approach/approach conflict. They recently ran a promotional marketing campaign,
offering a $0 joining fee. Additionally, Anytime Fitness utilized a partnership with Nutrition
Warehouse and offered new members the chance to win a bag full of supplements from
Nutrition Warehouse. This incentive was used to swing consumers stuck in an
approach/approach conflict to side with Anytime Fitness over other competing gyms such as
Plus Fitness 24/7.
Approach/Avoidance motivational conflict

Occurs when a consumer is attracted to purchasing a product or service but a negative


motivational conflict related to the acquisition of the product is resulting in the consumer
potentially not making the purchase. Ways for marketers to resolve Approach/Avoidance
conflicts is to offer ways to minimize the impact of the negative aspect of the acquisition of the
product. An example of this in the fitness industry can be seen in the marketing of high protein
low carb protein bars. Most people love a chocolate bar but the negative health consequences
associated with junk food result in many gym goers refraining from purchasing these products.
Protein bars with high protein low carb macronutrient ratios are appealing to consumers seeking
a sweet snack without consuming high sugar / high carb snack. BSC Low carb protein bars are a
great example of marketers utilizing advertising and brand packaging to resolve the avoidance
conflict associated with the consumption of the goods, as the labeling clearly states that the bars
are ‘LOW CARB’. This is an example of an effective marketing campaign designed to resolve
an approach/avoidance motivational conflict.

Avoidance/Avoidance motivational conflict

Occurs when consumers are faced with two equally undesirable choices. The choice can be seen
as choosing between a ‘lesser of two evils’. An example scenario of an avoidance/avoidance
conflict in the fitness industry can be seen with the prescription of exercise to an obese patient in
which the patient must buy a peace of exercise equipment. There are two negative conflicts in
this situation; Acquiring unwanted exercise equipment & spending money. Marketers
can resolve this conflict by offering interest free payment plans (commonly done by Harvey
Norman). The payment plan will minimize the negative consequence of losing upfront money for
the consumer and will increase the likelihood of the consumer purchasing the particular product.
Interest free payment plans are a great example of ways marketers can resolve
Avoidance/Avoidance conflict situations.

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