In the context of consumer motives, what does 'consummatory motive' refer to?

Consummatory motive specifically refers to the desire to fulfill personal enjoyment or pleasure. This concept emphasizes immediate gratification and experiences that bring joy or satisfaction to the individual. It represents a psychological and emotional drive where consumers seek out experiences, products, or services that provide them with intrinsic rewards, such as happiness, satisfaction, or aesthetic pleasure. Understanding consummatory motives is essential for marketers, as they can tailor their strategies to appeal to consumer desires for enjoyment and pleasure, ultimately influencing purchasing decisions.

While the other options touch on different aspects of consumer behavior, they do not align with the direct idea of seeking immediate satisfaction through personal enjoyment. For instance, motivations for social approval focus more on external validation rather than internal satisfaction. Inspirations leading to long-term engagements suggest a focus on sustained behavior rather than immediate enjoyment. Considerations based on potential losses address risk and fear, which are more about avoidance rather than the pursuit of enjoyment. Thus, option C accurately captures the essence of consummatory motives in consumer behavior.