We're starting module number three, which focuses on motivation and emotion. Motivation is a key question for marketers. Because it all boils down to a simple word and that word is why why do consumers do what they do? That is the $64 million question. It's not enough to know what they do. We need to know why they do it.

Because the next time around, they may do something totally different. We need to understand the why, in addition to the what So to understand motivation, is to understand why consumers do what they do. Why is it that some people are diehard Coca Cola fanatics, and others prefer Pepsi while others of course, don't drink any kind of carbonated beverage at all, why are some people, vegetarians, or even vegans? This is a very complicated question much more complicated than it first appears. It's not about just boycotting meat, for example, some people are vegetarians for health reasons. Some people are vegetarians for social reasons, such as being opposed to animal cruelty.

There can be a variety of motivations here, some people are just doing it because it's a fad and they want to impress their friends. We don't really know why they're doing it. We know what they're eating, but we don't necessarily know why. So in this module, we're going to dig a little deeper into some of the motivations that consumers display. And hopefully you'll be able to apply these questions to your own products and services.