3. Motivation to Buy
• When a need such as
thirst, or want such as for
a Latte, is not satisfied, it
motivates us, or drives us
to get satisfaction.
• A motive is a need or want
that is strong enough to
cause us to seek
satisfaction.
4. Consumer Behavior
• Consumers have needs
and wants. Some needs
are more physical like to
satisfy hunger or thirst
while others are more
psychological like need
for recognition, esteem
or sense of belonging.
This Photo by Unknown author is licensed under CC BY-SA-NC.
5. Consumer
Behavior:
Basic Needs
to Survive
• Physiological needs are the most basic
needs to survive. Those include things like
food, water or shelter. The next level are
safety needs. This pertains to things like
security and protection. Security being
either physical or financial. The next level
deals with social needs.
• This zeros in on our need for friendship,
belonging and love. The next level deals
with esteem or as some people call it,
personal needs. This deals with our need
for status, respect from others and
prestige. The highest level is self-
actualization with is our need to reach our
full potential.
6. Consumer Behavior:
Hierarchy of Needs
Maslow's hierarchy of needs
has five levels:
1. Physiological
2. Safety
3. Social
4. Love and Belonging
5. Esteem and Self-
actualization (Highest
Level)
Maslow believed that you had
to satisfy the most basic needs
before satisfying higher-level
needs.
This Photo by Unknown author is licensed under CC BY.
7. Social
Influences
• Many things influence consumers. Consumers
are influenced by reference groups, people who
they are around, or who they aspire to be like.
Consumers are influenced by opinion leaders,
people who are experts in the field or people
they look up to and want to be like. Consumers
are also influenced by their families.
• Consumers are influenced by social factors,
reference groups, membership groups, groups
they aspire to be part of, also, groups they want
to have nothing to do with that are opposite of
them. Consumers also are influenced by
opinion leaders like celebrities, and lastly,
consumers are influenced by different
subcultures they belong to.
8. Attitudes
• We have attitudes about almost
everything, and an attitude is
simply, our enduring evaluations
of our feelings and behavioral
tendencies towards objects and
ideas.
• Attitudes consist of 3 main
components and those
components measure our
beliefs, emotions (likes and
dislikes), and actions we
undertake based on what we
know and feel.
9. Perceptions
• Perception is another
psychological factor where we
process, select, organize, and
interpret information to form a
meaningful picture of the world
around us.
• Perception influences our
acquisition and consumption of
goods and services through
our tendency to assign meaning to
things.
10. Lifestyle
• Lifestyle is the way we choose to
spend our time and money.
• Lifestyle is also the way we
perceive ourselves (outdoorsy vs.
sedentary)
• Our ideas of who we are and how
we want to be perceived drive us
to consume products that will
match that idea.
11. Family and
Culture
• Families most often make
purchase decisions while
considering the entire family, and
each family member's needs.
• The culture of shared
beliefs, meanings, morals, values,
and customs affect and influence
our buying trends as well.
12. Why do we buy?
• We buy to satisfy a need or
want, to send signals to the
world about who we perceive
ourselves to be.
• We are motivated to buy
objects or items we feel an
emotional, familial, cultural
connection to, and represent
our lifestyle.
• We buy to show love and to
be accepted by our peers. We
buy to fulfill a need, want, or
desire.
13. Cited Work
• Marketing Eighth Edition (McGraw Hill Chp.5, 2021)
• Mazlow's Hierarchy of needs (McGraw Hill Chp.5, 2021)
• Psychological Influences on Consumer Behavior (Chp. 5, ICA)
