Consumer Buying Behavior: ( Motivation and Perception)
A motive is a need that’s 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 Abraham Maslow.
- Sigmund Freud assumed that people are largely unconscious about the real
psychological forces shaping their behavior . He saw the person as growing up and
repressing many urges. These urges are never eliminated or under perfect control ; they
emerge in dreams, in slips of the tongues, in neurotic and obsessive behavior or
ultimately in psychoses.
- Abraham Maslow sought to explain why people are driven by particular needs at
particular times. Maslow’s answer is that human needs are arranged in a hierarchy, as
shown, from the most pressing at the bottom to the least pressing at the top. A person
tries to satisfy the most important need first. When that need is satisfied , if will stop
being a motivator and the person will then try to satisfy the next most important need