Psychological Factors Affecting Buying Behaviors

A person’s buying choices are further influenced by four major psychological factors: motivation, perception, learning, and beliefs and attitudes.


We know that Lucy became interested in buying a camera. Why? What is she really seeking? What needs is she trying to satisfy?

A person has many needs at any given time. Some are biological, arising from states of tension such as hunger, thirst, or discomfort. Others are psychological, arising from the need for recognition, esteem, or belonging. Most of these needs will not be strong enough to motivate the person to act at a given point in time. A need becomes a motive when it is aroused to a sufficient level of intensity. A drive is a need that is sufficiently pressing to direct the person to seek satisfaction. Psychologist Abraham Maslow has developed theories of human motivation which can be used for consumer analysis and marketing.

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