Psychological Factors Affecting Buying Behaviors

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Psychological Factors Affecting Buying Behaviors

A person's buying choices are further influenced by four major psychological factors: motivation, perception, learning, and beliefs and attitudes. Motivation(动机)
We know that Lucy became interested in buying a camera. Why? What is she really seeking? What needs is she trying to satisfy? A person has many needs at any given time. Some are biological, arising from states of tension such as hunger, thirst, or discomfort. Others are psychological, arising from the need for recognition, esteem, or belonging. Most of these needs will not be strong enough to motivate the person to act at a given point in time. A need becomes a motive when it is aroused to a sufficient level of intensity. A drive is a need that is sufficiently pressing to direct the person to seek satisfaction. Psychologist Abraham Maslow has developed theories of human motivation which can be used for consumer analysis and marketing. Maslow's Theory of Motivation

Abraham Maslow sought to explain why people are driven by particular needs at particular times. Why does one person spend much time and energy on personal safety and another on gaining the esteem of others? Maslow's answer is that human needs are arranged in a hierarchy, from the most pressing to the least pressing. Maslow's hierarchy of needs is shown in Figure 5.4. In order of importance, they are physiological needs, safety needs, social needs, esteem needs, and self-actualization needs. A person tries to satisfy the most important need first. When that need is satisfied, it will stop being a motivator and the person will then try to satisfy the next most important need. For example, starving people (physiological need) will not take an interest in the latest happenings in the art world (self-actualization needs), nor in how they are seen or esteemed by others (social or esteem needs), nor even in whether they are breathing clean air (safety needs). But as each...
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