How Does Motivation Influence Consumer Behavior?
Motivation is what stimulates all human behavior. The process of motivation is initiated by the tension an unsatisfied want creates. An individual makes all possible efforts to reduce that tension. The needs or motives which are at the root of the motivation process are of different types. Physiological needs or primary needs include the need for air, water, food, clothing, shelter and sex, while psychological or secondary needs include the need for affection, status, security, etc. Needs could be positive, negative, utilitarian or hedonic, conscious or unconscious, and accordingly goals are formulated. A person has many goals and these goals are never ending and a failure to satisfy them sometimes leads to frustration. A person can deal with this by targeting substitute or related goals or by building a defense mechanism such as aggression, rationalization, regression and withdrawal. It is very important for the marketers to know the motives influencing the consumer as they initiate a
