Skip to content
Home » Consumer Motivations

Consumer Motivations

Understanding the Reward Circuit: Why We Seek Rewards and Avoid Punishment

Human behavior is deeply shaped by the brain’s tendency to seek rewards and avoid punishment. This fundamental mechanism influences nearly every consumer decision from the products we crave to the services we stay loyal to. At the core of this process lies the reward circuit, a system of brain structures that evaluates, anticipates and responds to positive or negative experiences.

Who Is My Customer? Understanding Profiling and Level of Involvement to Tailor Your Marketing Strategy

Knowing your customer is the key to building a marketing strategy that captures attention and turns prospects into loyal clients. But how do you really understand your audience? To do this, it’s essential to define the sociodemographic profile, understand consumption habits, needs and expectations, motivations, and potential barriers. This article will help you better understand your customers and determine their level of involvement with your product or service so that you can adjust your marketing message accordingly.