Explicit goals are category specific objectives (e.g. reliability of a car or amount of memory for a computer) that people expect a product to deliver. People are motivated to buy products by the active goals they have, they are a means to an end. Products are selected on the basis that they are perceived to help us achieve these goals.
Brands, however, also operate at an implicit, psychological level (e.g. provide autonomy and provide enjoyment). Brands are expected to deliver on both types of goals for a purchase to be made. The more relevant a product or service is to the active goals we have, the greater the expected reward and the higher the price we are prepared to pay. See also implicit goals.
Conversion marketing – Glossary of Conversion Marketing.
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Brand psychology – Do people connect with brands at an emotional level?