Colgate is a very highly regarded oral hygiene brand that has many different motivations towards consumers when using their products. Colgate have engaged in motivational interviewing which is evidence based approach that seeks to engage customers in their health. Motivational interviewing pays attention to why people change using goal oriented strategies. This type of interviewing is designed to strengthen motivations towards a particular product or path and investigates an individuals argument for change. Mostly Colgate finds out about what the consumers do and what they don’t do although going into immense detail about what can happen if you don’t treat your teeth correctly.
Most consumers are motivated by people and rewards to make you get the best deals and rewards. Intrinsic motivation is when you want to have the enjoyment of a product without having an end goal by using the product. Consumers generally want an end goal when using Colgate as they want the goal of whiter teeth or better smelling breath. If there is no longer lasting effect then there is not really a point staying with it. The second motivation is extrinsic motivation is when there is an external force that is motivating you to do something different to what is usually done. External forces drive individuals to look a certain way and make themselves look the best they can. People generally use Colgate for this motivation as they don’t want to appear dirty or smell bad and want a permanent fix.
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