A Taxonomy of Consumer Motives through Preferred Brand Personality : Empirical Findings for 11 Countries

This paper presents a circumplex taxonomy of related consumer motives based on valence ratings of 34 preferred brand personality traits. Results of INDSCAL analysis reveal a consistent, replicable preferred brand personality structure across 11 different countries and four different product categories. As preferred brand personality dimensions are considered as behavioral expressions of underlying motives, the found structure was reformulated in terms of a taxonomy of eight fundamental consumer motives i.e. Vitality, Pleasure, Conviviality, Belonging, Security, Control, Recognition and Power, determined by two basic, bipolar dimensions i.e. Intrapersonal versus Interpersonal axis. The proposed taxonomy appears to overlap considerably with prior classifications of human motives. Opportunities in the context of consumer research are discussed, as well as some directions for future research.