Psychological Factors influence buying behavior

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Q) How do Psychological Factors influence buying behavior? A) A person's buying choices are further influenced by four important psychological factors: motivation, perception, learning, and beliefs and attitudes. 1) Motivation: Motivation is a need that is sufficiently pressing to direct the person to seek satisfaction of the need. 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 wilt 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 motive (or drive) is a need that is sufficiently pressing to direct the person to seek satisfaction. Psychologists have developed theories of human motivation. Two of the most popular - the theories of Sigmund Freud and Ahraham Maslow – have quite different meanings for consumer analysis and marketing. Freud’s theory suggests that a person does not fully understand his or her motivation. If someone wants to purchase an expensive car, he/she may describe his motive as wanting a hobby or career. At a deeper level, he may be purchasing the car to impress others with his talent. At a deeper level, he may be buying the car to feel young and independent again. Maslow’s theory suggests that a person tries to satisfy the most important need first. When that important need is satisfied, it will stop being a motivator and the person will then try to satisfy the next most important need. Maslow's says that human needs are arranged in a hierarchy, from the most pressing to the least pressing. Maslow's hierarchy of needs given below in order of importance, are (1) physiological needs, (2) safety needs, (3) social needs, (4) esteem

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