QSR psychology identifies four key drivers influencing customer behavior:
- Rational: Intrinsic motivation linked to knowledge and self-improvement, prompting evaluations of nutritional information and brand expertise.
- Sensory Exploration: Intrinsic curiosity fostering a desire for new experiences through innovative offerings and limited-time promotions.
- Wisdom of the Tribe: Extrinsic motivation driven by social acceptance, where dining choices reflect group dynamics and community values.
- Instinct and Impulse: Extrinsic rewards aiming for immediate gratification, often triggered by emotional and sensory engagement in marketing.
Marketers should align strategies with these drivers to enhance customer connection and drive sales, moving beyond conventional factors like price. Understanding customer motivations can lead to significant shifts in menu, experience design, and marketing.
https://www.qsrmagazine.com/story/qsr-psychology-the-4-hidden-drivers-of-interest-and-action/