Psychological Factors 1. Motivation & Personality
{"Image DocumentName": "Psychological Factors 1. Motivation & Personality", "Image ImageDescription": "NEEDS - biological & psychological. MOTIVES. Freud - believed people are largely unconscious of real psychological forces shaping their behavior. Buying decisions are affected by subconscious motivation. Maslow - wanted to explain why people are driven by particular needs at particular times. Human needs are arranged in a hierarchy, with most pressing at the bottom, and least pressing at the top. A person has many NEEDS at any given time. These needs may be biological (or physiological), e.g. arising from hunger, thirst, discomfort, or psychological, e.g. recognition, esteem, etc. As a need becomes intense, it transitions into a MOTIVE, or DRIVE, which spurs a person to seek satisfaction. Popular theories of motivation developed by psychologists: Sigmund Freud. Abraham Maslow. Freud: e.g. An aging baby boomer buys a sporty convertible. He explains that he likes the feel of the wind in his (thinning) hair. At a deeper level, he may be trying to impress others with his success, i.e. conspicuous consumption demonstrates that he has the money to buy this expensive car. At a still deeper level, he may be buying the car to feel young, independent and carefree again. He may even feel more virile and attractive in this car. Maslow: A person seeks to satisfy the most important need first. Once that need is satisfied, it will stop being a motivator. As each important need is satisfied, the next most important need will come into play. e.g. Starving people (physiological need) are focused on survival, and will not take an interest in the happenings of the art world (self-actualization need), nor in how they are seen or esteemed by others (social or esteem needs), nor even whether they are breathing clean air (safety needs).", "Image XResolution": "37", "Image YResolution": "37", "Image ResolutionUnit": "Pixels/Centimeter", "Image Software": "SlidePlayer", "Image YCbCrPositioning": "Centered"}