Psychological Influences - Motivation: The Energizing Force That Stimulates Behavior to Satisfy a Need

Psychological influences:

Motivation: the energizing force that stimulates behavior to satisfy a need.

• A motive or drive occurs when a need/want becomes so pressing as to direct the indidual to take action to satisfy it.
• Motivational research: marketing research designed to understand why people do things, nor experimental, more observational.
• Interpretive consumer research: understand what the purchase means to the consumer, trying to interpret what the purchase was all about.
• Maslows Need Theory

• Physiological Needs: basic to survival and must be satisfied first. Fast-food advertisement featuring a juice hamburger to activate the need for food.
• Safety needs: involve self preservation and physical well-being. Smoke detector and burglar alarms focus on these needs.
• Social Needs: concerned with love and relationships. Dating apps.
• Esteem needs: represented by the need for achievement, status, prestige, and self respect. Aerogold infinite card.
• Self actualization: needs involve personal fulfilment. Example travel providers offer specialized educational and exotic trips to enchance consumers life experience,

• Social culture contributes to the identification of these needs.
• Critique: does not show how individuals prorotize their needs, not culturally and geographically acceptable, people can satify more than one need at a time
• Example: Joe Koo(resteraunt): satisfies both physiological and social needs

Personality: a persons character trait that influence behavioral responses. Key traits such as assertivenesss, extraversion, compliance, dominance,aggression.

• Complaint people: prefer known brand names, use more mouthwash and toilet soaps.
• Aggressive types: use razors not electric, apply more cologne and purchase signature goods
• Self concept: which is the way people see themselves and the way they believe others see them.

• Actual self concept: how we see ourselves and how other people see us
• Ideal self concept: how we would like to see our selves.
• The use of attractive models in ads for grooming products appeals to a persons ideal self-concept

Sensation: the immediate response of our sensory receptors to such basic stimuli as light color and sound.

• Coke and pepsi and chemically similar. Moreover blind taste testing often shows consumers will prefer the pepsi product. BUT, Most consumers have a strong preference for on or other and perceive differences to exist.
• Found that different areas of their brain lit up during each taste tests. Not associatied with sensation but with emotion. The sensation that customers were experience were being effected by memories and emotions

Perception: the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.

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