Define the term consumer motive. Do the psychogenic motives have superiority over the physiological ones? Use examples to justify your answer.

Q. Define the term consumer motive. Do the psychogenic motives have superiority over the physiological ones? Use examples to justify your answer.

Introduction

Consumer behavior is a dynamic field that studies how individuals make decisions to allocate their resources—money, time, and effort—toward purchasing goods and services. One of the most fundamental aspects of understanding consumer behavior is recognizing the driving forces or motives behind a person’s purchasing decisions. Consumer motives are the underlying reasons or needs that influence purchasing behavior, and they can be both conscious and unconscious. These motives can be categorized broadly into two types: physiological motives and psychogenic motives. While physiological motives are rooted in basic biological needs, psychogenic motives are driven by psychological desires, emotions, and social influences.

In this discussion, we will explore the concept of consumer motives in detail, analyze whether psychogenic motives have superiority over physiological ones, and use examples to justify this comparison.

1. Definition of Consumer Motive

A consumer motive can be defined as an internal force or need that drives a consumer to engage in a particular purchase behavior. It is essentially the "why" behind every consumer decision. These motives can stem from basic survival needs, such as hunger or thirst (physiological motives), or they can be linked to desires for status, belonging, or self-esteem (psychogenic motives). The motives reflect the deeper psychological and social factors that influence why consumers choose one product or service over another.

The concept of consumer motives is rooted in Maslow's Hierarchy of Needs, which categorizes human needs into a five-level pyramid, ranging from basic physiological needs to self-actualization. According to this framework, consumers are driven by various needs at different stages in their lives. While some consumers may prioritize basic survival needs like food and water, others may pursue higher-level needs such as esteem, social belonging, or personal growth. The motivations can be conscious or subconscious, and they often vary depending on personal, social, and cultural contexts.

2. Types of Consumer Motives

Consumer motives can be broadly classified into two categories: physiological motives and psychogenic motives.

Physiological Motives

Physiological motives are related to basic biological needs that are essential for human survival. These needs are primarily driven by the body’s physical requirements and the biological drives that humans have for sustenance. The most common physiological motives include hunger, thirst, and the need for shelter, warmth, and sleep.

· Example 1: Hunger and Thirst Motives
One of the most basic physiological motives that influence consumer behavior is the need to satisfy hunger and thirst. This is why food and beverage industries have a massive market presence. Consumers will make purchases based on their desire to satisfy these physiological needs, such as buying a meal at a restaurant or picking up a snack at a convenience store. The product choices in these cases are typically driven by immediate needs and convenience.

· Example 2: Shelter and Clothing
Another important physiological motive relates to the basic need for shelter and protection from the environment. This is why consumers invest in housing and clothing. For example, a person purchasing a warm coat in winter is motivated by the physiological need for warmth. Similarly, a person buying a house is fulfilling a basic human need for shelter.

These needs are often non-negotiable, and they form the foundation of most human consumption behavior. When consumers are unable to meet these physiological needs, they tend to prioritize them over other purchases. Physiological motives are generally immediate, instinctual, and tangible in nature.

Psychogenic Motives

Psychogenic motives, on the other hand, are more complex and are related to psychological and emotional desires rather than basic biological needs. These motives are driven by internal emotional desires, personal aspirations, and social influences, including the need for status, prestige, belonging, or self-expression.

Psychogenic motives can be further broken down into various categories such as:

· Social Motives: These motives arise from the desire to belong to a group or fit into society. For instance, consumers may purchase designer clothing or luxury cars not only for comfort but also to signal social status or gain acceptance from peers.

· Emotional Motives: Emotional motives involve the desire for feelings of security, comfort, and happiness. For example, a consumer might buy a sentimental gift for a loved one to evoke a sense of affection or emotional connection.

· Personal Motives: These are tied to individual self-actualization and fulfillment. Examples include buying self-improvement books, fitness gear, or travel experiences that cater to personal growth, wellness, or self-expression.

· Example 1: Buying Luxury Goods for Status
A well-known example of psychogenic motives is the purchase of luxury goods such as designer handbags, sports cars, or high-end watches. These purchases are often not made out of necessity but are driven by a desire for status, recognition, or to convey wealth and success. Consumers might prioritize buying an expensive luxury car over more practical needs because it satisfies their psychological need for prestige or social acceptance.

· Example 2: Buying a Brand to Signal Identity
Another example of psychogenic motives is brand loyalty, where a consumer might choose a particular brand like Apple, Nike, or Coca-Cola not just because the product is functional but because it represents a certain lifestyle or identity. This reflects the psychological desire to align oneself with a brand that symbolizes their values or personality traits.

Psychogenic motives are often more complex and harder to pinpoint than physiological motives. They are not always driven by immediate survival needs but by deeper psychological and social desires. These motives can be influenced by cultural trends, personal experiences, and societal pressures.

3. Superiority of Psychogenic Motives Over Physiological Motives

To determine whether psychogenic motives are superior to physiological motives, we must first consider the nature of each type of motive and how they influence consumer behavior. While physiological motives are foundational and cannot be ignored, psychogenic motives often have the power to override them, especially in modern consumer cultures.

Psychogenic Motives as a Driving Force in Modern Consumption

Psychogenic motives tend to play a more significant role in today’s consumer landscape, particularly in more affluent and developed societies. With basic physiological needs largely met for many consumers, psychological and emotional desires have taken precedence. For instance:

· Example: Social Media and Consumerism
The rise of social media has transformed consumer behavior by shifting focus from fulfilling basic needs to fulfilling emotional and social needs. Consumers now make purchasing decisions based not only on practicality but also on the desire for social validation, self-expression, and online status. For example, someone might buy the latest smartphone or trendy clothes not because they are the most practical choice but because they want to project a certain image or gain approval from their peers.

· Example: The Rise of Experience Economy
Modern consumers are increasingly prioritizing experiences over material goods. The "experience economy," where consumers spend money on vacations, dining out, concerts, and other activities that cater to personal and emotional fulfillment, is a clear example of psychogenic motives. The growing preference for experiences over possessions is largely driven by consumers’ desires for personal growth, happiness, and social connection.

Psychogenic Motives in Influence of Branding and Marketing

Psychogenic motives are also evident in how marketing strategies are designed. Modern advertising does not simply focus on highlighting the functionality or utility of a product (a physiological need) but also emphasizes emotional connections and social status.

· Example: Emotional Advertising
Many companies today use emotionally charged advertisements to appeal to psychogenic motives. A prime example is the “Share a Coke” campaign by Coca-Cola, which encouraged consumers to buy personalized bottles with names on them. This campaign appealed to consumers’ desire for personalization, emotional connection, and sharing experiences, tapping into psychogenic motives.

· Example: The Role of Celebrity Endorsements
Celebrity endorsements are another marketing strategy that highlights the superiority of psychogenic motives. Consumers are often swayed by the desire to emulate celebrities and their lifestyles. For example, the endorsement of luxury products by famous athletes or movie stars can trigger consumers to buy those products, not because they fulfill a basic need but because they represent a psychological desire for prestige, belonging, or status.

When Physiological Motives Take Precedence

Although psychogenic motives are often more influential, physiological motives can take precedence in certain circumstances. In situations of scarcity or survival, consumers will prioritize basic needs. For instance, during times of economic crisis or famine, consumers will focus on purchasing food, water, and other essentials. Similarly, in extreme weather conditions, people may prioritize buying coats or shelter.

Example: Economic Recession and Basic Needs
During economic recessions or periods of financial hardship, consumers tend to shift their focus back to physiological needs. Luxury goods and non-essential purchases are often the first to be cut from household budgets. This demonstrates that while psychogenic motives dominate in periods of affluence, physiological motives take precedence during times of scarcity or uncertainty.

4. Conclusion

In conclusion, consumer motives are complex and can be divided into physiological and psychogenic categories. While physiological motives are rooted in basic human needs for survival, psychogenic motives are driven by psychological and emotional desires. In modern consumer societies, psychogenic motives have gained prominence, particularly due to the influence of social media, branding, and the experience economy.

However, it is important to recognize that both types of motives are interrelated and can coexist. While psychogenic motives may appear to have superiority, especially in developed societies, physiological motives are never entirely obsolete. They are foundational and continue to drive consumer behavior in situations of crisis, scarcity, or economic downturn.

Ultimately, the interaction between physiological and psychogenic motives depends on individual circumstances, cultural context, and external environmental factors. Both types of motives play crucial roles in shaping consumer behavior, and their influence varies across different stages of life and societal conditions.