. A motive is an internal energizing force which directs a person’s behavior toward satisfying needs or achieving goals.
- a) A buyer’s actions are affected by a set of motives, some stronger than others.
- b) Motives affect the direction and intensity of behavior.
- Psychologist Abraham Maslow conceived a theory of motivation; Maslow’s hierarchy of needs organizes human needs into five levels. Humans try to satisfy these needs starting with the most basic. Once needs at one level are met, humans move on to fulfilling needs at the next level:
- a) At the most basic level are “physiological needs,” requirements for survival such as food, water, sex, clothing, and shelter.
- b) At the next level are “safety needs,” which include security and freedom from physical and emotional pain and suffering.
- c) Next are “social needs,” the human requirements for love and affection and a sense of belonging.
- d) At the level of “esteem needs,” people require respect and recognition from others as well as self-esteem, a sense of one’s own worth.
- e) At the top of the hierarchy are “self-actualization needs,” which refer to people’s need to grow and develop and to become all they are capable of becoming.
(1) Most people do not reach the final levels of the hierarchy.
- Patronage motives are motives such as price, service or friendly salespeople, which influence where a person purchases products on a regular basis.
Leave a Reply
You must be logged in to post a comment.