Motivation According to Consumer Behavior, “Motivation refers to the processes that lead people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy,” (Solomon, 2013). Inherently, consumers do not make any purchase decisions without first having a motivation. A consumers’ motivation causes an internal tension that drives the consumer to reduce or completely eliminate it. (Solomon, 2013). Marketers often associate consumers’ motivations with their underlying wants and needs. I chose motivation because without having an initial motivation consumers’ would not make purchases and there would not be a field of consumer behavior.
Maslow’s Hierarchy of Needs According to Maslow’s hierarchy of needs,
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“Drive theory focuses on biological needs that produce unpleasant states of arousal. The arousal this tension causes motivates us to reduce it. The need to reduce arousal is a basic mechanism that governs much of our behavior,” (Solomon, 2013). According to psychology, “these needs may range from primary drives such as hunger, thirst and the need for warmth, to secondary drives such as social approval and money. Regardless of the type of drive, all drives are assumed to bring about an undesirable condition that necessitates reduction,” (,). Consumers feel motivated to reduce these feelings of tension such as hunger by purchasing products that relieve or reduce the tension. Consumers rely on their homeostasis or balanced state of being without tension to thrive. Once consumers find a way to reduce the tension their drive becomes reinforced as a behavior. For example, if every time a consumer is hungry they buy food to eat and their tension is reduced it will reinforce their purchase behavior of buying food to solve their hunger problem. However, drive theory only explains behavior that causes an action to reduce tension. Sometimes consumers resist a purchase decision and delay gratification such as not purchasing food immediately when you are hungry but waiting to overindulge on a big meal hours later. A real-world example of drive theory is the Snickers, “ You’re not you when your hungry” campaign. According to AdAge,
Abraham Maslow was an American philosopher who was born in the early 1990 's in Brooklyn, New York. He was one of the leading theorists that promoted humanistic psychology during his era. Maslow sought to understand what motivates and inspires individuals. He theorized that individuals possess and hold a group of motivation and incentive systems not related to plunder or insensible desires. Maslow declared that people are motivated and provoked to attain certain needs. When one need is fulfilled a person seeks to fulfill the next one, and so on. The earliest version of Maslow 's hierarchy of needs includes five motivational needs, often viewed as hierarchical levels inside a pyramid. The five stage representation can be separated into basic needs and growth needs. The deficiency or basic needs are said to motivate and stimulate individuals when they are unmet and not fully attained. Also, the desire to fulfill and accomplish such wants and needs will become stronger the longer the duration they are denied. Once these needs have been relatively satisfied, an individual may be capable of reaching the highest level of the pyramid called self-actualization. Maslow though that self actualization is a state that exists when an individual is acting in harmony with his or her full capabilities. In Cormac McCarthy 's novel, The Road, we will examine the character 's physical journey towards self-actualization on Maslow
Psychologist Abraham Maslow created Maslow’s Hierarchy of Needs, a list of necessary needs in order to live with healthy mental. The levels are physiological, safety, love, esteem, and self-actualization. Physiological deals with survival needs which include food, shelter, and water. Safety is the need to be secure from danger, a shelter or safe environment. Love is the is need for affection and belongingness, friends and family. Esteem is the personal worth, success and achievements. Self-actualization is actualizing one’s potential and what you are capable of. According to Maslow, the most important level is physiological and is needed for survival.
According to Maslow’s hierarchy of needs theory, all humans have different levels of needs that we need to fulfill in order to survive. Self -actualization, self esteem, love, safety, physiological all things that people need for survival and throughout Othello many characters had these needs met. Desdemona became self - actualized and finally realized her full potential when she stood up for herself and expressed her love for Othello in Act 1 she said to her father “ I do perceive here a divided duty.. ..I may profess Due to the Moor my lord.” ( 1.iii.182-185). Roderigo found safety through Iago's’ constant reassurance “ It is as sure as you Roderigo” (1.i.58). Brabantio has a high self esteem, never doubting one word he said, never needing
Maslow’s hierarchy of needs is used to analyze motivation of consumers, which are composed of 5 five stages. From the lowest level to the highest one respectively are physiological, safety, belongingness, ego needs, and self-actualization. (Solomon and Barmossy et al., 2006)
Human motivation is a physiological drive that we all have inside ourselves. There is no way to completely avoid it. Some drives we have are for basic necessities of survival, like the feelings of thirst and hunger. Obviously we must give into the drive that our body is signaling to us we must have because food and water are essential for us to live. When our behavior is directed by means of survival this is something known as homeostasis. “According to drive theory, the body maintains a condition of homeostasis, in which any particular system is in balance or equilibrium (C.L. Hull, 1951). Any departure from homeostasis, such as depletion of nutrients or a drop in temperature, produces an aroused condition, or drive, which impels the individual to engage in appropriate action such as eating, drinking, or seeking warmth. As the body’s need is met, the drive and associated arousal subside.” (Garrett, pg. 161)
Throughout life, one’s personality is a very important aspect of that individual’s wellbeing. Such characteristics are not only used by others in attempts to understand their peers, but also determine one’s own satisfaction and view of themselves. People are always attempting to change who they are for the better, in efforts to live a more satisfying and self-fulfilling life through achieving higher personal needs. With that said, when studying the psychological basis behind one’s development and change in personality, one specific theory and stance seems to explain this phenomenon of bettering one’s self; that of Maslow’s hierarchy of needs.
In his book, Drive: The Surprising Truth About What Motivates Us, Daniel H. Pink lays out the groundwork for what he calls “Motivation 3.0.” Pink opens his book with the acknowledgement of the past drives of human behavior. Originally, humans’ main drive was biological. Hunger, thirst, and sex are the main three components of this drive. The next drive recognized is the drive most commonly used by businesses today, Motivation 2.0.
Abraham Maslow proposed Maslow’s Hierarchy of Needs in 1943. Within this theory he stated that people must achieve certain needs and that some of those needs take priority over others. He also went on to state that you must satisfy your lower level needs before you can meet higher-level growth needs. There are five stages to Maslow’s Hierarchy of Needs starting from physiological needs, safety, love/belonging, esteem and finally, self-actualization. Health is considered a safety need, which is the second stage of needs that must be met after the physiological needs (Werby, 2013). Aboriginals across Canada have poor access to health care, which hinders the growth and development of future populations. This paper will compare the Aboriginal and Western approach to medicine, the lack of representation from Aboriginal communities on health surveys and censuses and the effects of the social determinants of health on Aboriginal communities.
According to Maslow 's Hierarchy of Needs, after a person has achieved safety, satisfied their thirst, hunger and other physiological needs they continue towards self-actualization. In this is our desire for answers emerges. From the moment man had demonstrated his dominance at the top of the food chain, establishing a home, creating a life he set himself on a path towards higher thinking. They began to question why things happened. The best example of this would be the Greek philosophy and the tales of the Gods of Olympus. Tales of love, lust, creation, and destruction were a way of creating answers to what they did not understand. As Malcolm Gladwell
I think the arousal theory of motivation pertain to me the most. The arousal theory states that one seeks an optimum level of arousal. This is the reason why I think the theory fit me the most because I always show curious on how things work and I must find the answer for the question by any means such as doing a research online or read about related matters. However, I think I am a moderate type of person in arousal needs. For instance, I do not need going out on a night club with friends, hiking, or doing risky activities such as racing to raise my arousal level. Reading a book, watching a movie, going out for a walk, or playing a strategy game would help to raise my arousal level. I have always been trying to increase my arousal needs within the range of helping me stay alert, be able to concentrate, and attentive. On the other hand, excessive arousal can lead to anxious, nervous, and unable to focus in any
1. A description of the main idea and major points of the video Conley describes his own understanding of Maslow's Hierarchy of Needs, studied in the setting of the hospitality industry. As a businessperson, Conley comprehended that just as individual attempt to "be all they can be", so too can businesses. Conley trusts these requirements can be found in employees, customers, and investors. Joie de Vivre Hotels reshaped their industry ideal, keeping in mind the "higher" desires of these three main communities.
‘Motivation’ is derived from the Latin term ‘movere’ that means ‘to move’. Thus, motivation is a process that starts with a physiological or psychological deficiency or need that activates a behaviour or a drive that is aimed at a goal or incentive (Luthans). Broadly speaking, motivation is willingness to exert high levels of efforts towards organizational goals, conditioned by the efforts’ ability to satisfy some individual needs (Robbins). Need means some internal state that make certain outcomes appear attractive. An unsatisfied need creates tension that stimulates drives within the individual. These drives generate a search behaviour to find particular goals, that if attained,
4. 3 Major Types of Motivation Theories Content Theories of Motivation WHAT motivates us Process
Motivation to purchase and consume an item is to be understood by marketers. Need sets up drive that seeks a goal. Marketers want
Many acts of consumption are based not so much on needs, but on wants. Understanding the consumer’s behavior and needs are necessary for the