Which consumer motive would be aimed at making choices for personal satisfaction rather than social perception?

The choice that reflects a consumer motive aimed at personal satisfaction rather than social perception is indeed the consummatory motive. This motive focuses on the intrinsic enjoyment and fulfillment that an individual derives from engaging in specific behaviors or making particular purchases. In contrast to motives that might prioritize external validation or societal expectations, the consummatory motive is rooted in the personal experience and the internal rewards associated with the consumption itself.

For instance, a consumer who buys a luxury item purely for the enjoyment it brings them, such as savoring a nice meal or enjoying a hobby, demonstrates this motive. They seek satisfaction from the act itself rather than from how it might be perceived by others.

In contrast, other motives, such as instrumental, social, and extrinsic, typically relate to external factors or outcomes. Instrumental motives are more about using products to achieve a specific goal or function. Social motives focus on how consumption affects one’s social interactions or status, while extrinsic motives are based on external rewards or influences, such as wanting to impress others or fulfill societal expectations. Each of these motives contrasts with the intrinsic satisfaction derived from the consummatory motive.