Both these are closely related concepts. Appeals are cues or provide stimulus. Appeals are made because there are buying motives leading to action. Appeals are developed thus on the basis of buying motives. “Lower-priced Nirma has the price appeal, but it incorporates economy motive. Tonics give us energy but they incorporate health appeal. Tribhovandas Bhimji Zaveri gives exquisite jewellery. This beauty appeals to the buying motive of pride or possession.