Every day, consumers make thousands of choices—some instinctive, others deeply considered. Whether selecting a breakfast cereal, a skincare product, or a high-ticket piece of technology, the motivations behind those decisions run far deeper than price or basic functionality. As marketers and strategists, our job is to uncover why people choose what they do.
The Layers of Consumer Decision-Making
At the heart of these choices lies motivation—a complex interplay of psychological, social, and situational factors. Maslow’s hierarchy of needs offers a foundational framework, but it’s important to recognize its limitations. Built on Western cultural assumptions, Maslow’s model doesn’t always translate across different societies or belief systems.
For example, a monk may prioritize spiritual enlightenment over social connection or intimacy, defying Maslow’s traditional structure. Similarly, in some cultures, community well-being takes precedence over personal achievement, reshaping how consumers define value and necessity. This is a critical reminder that understanding a consumer’s frame of reference is just as important as understanding their needs.
Going Beyond the Obvious
A decision can be driven by multiple, layered motivations:
A busy mom choosing a pre-made meal isn’t just buying convenience—she’s protecting her time, reducing stress, and ensuring her family eats well.
A consumer selecting a personal care product isn’t just purchasing efficacy—she’s minimizing risk, avoiding embarrassment, and reinforcing self-confidence.
A chef seeking a new ingredient isn’t just looking for quality—he’s enhancing creativity, differentiating his menu, and protecting his reputation.
In B2B sales, the stakes are just as high. A manufacturer sourcing ingredients isn’t just making a purchase; they’re managing supply chain risk, regulatory concerns, brand differentiation, and cost pressures—all while ensuring they meet the needs of their own customers.
What’s “Table Stakes” vs. What Delights?
When evaluating consumer behavior, we must consider three levels of impact:
Table Stakes – The fundamental expectations of a product or service. If these are not met, consumers won’t engage (e.g., a phone must work, food must be safe to eat).
Excite & Delight – Features or benefits that make the experience more enjoyable but aren’t strictly necessary (e.g., a beautifully designed package, a bonus feature in a tech product).
Life-Changing Impact – A product that redefines how someone feels, behaves, or experiences the world (e.g., a skincare solution that restores confidence, a kitchen tool that transforms how a chef works).
Too often, teams focus on what’s already expected rather than what truly excites and motivates. If we don’t challenge our assumptions, we risk missing the deeper emotional or cultural drivers behind a purchase.
The Challenge: Digging Deeper Into the "Why"
So how do we push past the obvious? It starts with asking better questions:
What’s at stake if the consumer chooses the wrong product?
How does this purchase make them feel? Empowered? Safe? Inspired?
What unconscious biases or environmental factors are shaping their decision?
If price were no longer a factor, what would truly drive their choice?
As business leaders, we must challenge ourselves to go deeper—to understand not just what people buy, but why they buy. Because at the end of the day, brands that tap into the true motivations of their audience build loyalty, differentiation, and long-term success.
Are you asking the right questions?
