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.
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.
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