What Drives human Behavior?
Humans and their Behavior Humans have been fascinated by their own behavior since the beginning. The way humans behave is what the human history largely consists. Humans love, hate, save and kill each others. Primary question is why we behave the way we do? What is the driving force to do the best of the best and the worst of the worst things we do?
What might be the driving forces? There are three basic Factors: 1. Emotions: Emotions are the part of our behavior that is felt and observed by others. e.g. love and care, being happy or sad etc. 2. Desire: Desire is to wish to have something. This is strong driving force that could lead us in any way if not in control. Desire is where we want to go from our current state. 3. Knowledge: This is a driving force that is focused on the facts and theories that could be determinant of our behavior. Knowledge drives humans to know about the world and themselves.
Purpose of Life The way humans behave is also related to what they think the purpose of life is. For some people there is no purpose of life. To some people religion provides a driving force to understand the purpose of life. Humans are constantly looking to know if there is any purpose of life or there isn’t. If there is, what it is? Image: purposedriven.com
What Motivates Us? Motivation is a Psychological drive that influences human behavior. (Maslow, 1989). Motivations are reasons to influence humans to behave in a certain way. In other words, motivation is a life driving force. Losing motivation to live could mean and end to any interest in life’s activity. Image: Google Free Images
Maslow Theory of Motivation Image: www.buzzle.com
Maslow Theory of Motivation cont. According to Abraham Maslow proposed hi theory of motivation 1943 (Maslow, 1943). According to this theory, human behavior is driven by the motivation to fulfil their needs. The needs start at a basic level of physiological needs like water, food, sex etc. These needs mature at every stage of the hierarchy. The final stage of the needs to motivate is Self Actualization where humans have higher moral standards and is interested in creativity and problem solving.
Human Motivation and Consumer Behavior Hedonic Motivation Utilitarian Motivation Driving force created by person’s pleasure or pain receptors Influences us to achieve our goals Stops us from going towards a threat Also called Pleasure Motivation Associate with work and effort to get something Looking for convenience Searching quality with affordable price Looking for variety
What does Hedonic Motivation leads to? (examples) Searching for new restaurants for dinners Going on long drives just to have fun and good time Brand consciousness and buying expensive products Buying and expensive perfume Giving and receiving Gifts Enjoying parties Image: Google Free Images
What does Utilitarian Motivation leads to? (examples) A convenient place or restaurant for a dinner Filling your car’s fuel tank for the next week Chose affordable places to shop at Only using perfume when you feel you are sweating Giving gifts when necessary Image: Google Free Images
Conclusion As humans, our behavior is not fixed. Our needs change, our motivation changes and so does our goals in life change. Consumer behavior is the field of study to understand these changing variables and utilize them in the favor of the businesses that want to sell us their products or services. Marketers may try to manipulate our motivation level by means of activating different kinds of emotions to influence us to buy what they are offering. Successful marketing strategy would depend on how well consumer behavior is understood.
References Maslow, A. H. (1943). A theory of human motivation. Psychological review, 50(4), 370. Maslow, A. H. (1989). A theory of human motivation. Readings in managerial psychology, 20-35.