Psychological Model of Consumer Behaviour Consumer Behaviour

Psychologists have been investigating the causes which lead to purchases and decision-making.This has been answered by A.H. Maslow in his hierarchy of needs. The behavior of an individual at a particular time is determined by his strongest need at that time. This also shows that needs have a priority. First they satisfy the basic needs and then go on for secondary needs.

The purchasing process and behavior is governed by motivational forces. Motivation stimulates people into action. Motivation starts with the need. It is a driving force and also a mental phenomenon. Need arises when one is deprived of something. A tension is created in the mind of the individual which leads him to a goal directed behavior which satisfies the need. Once a need is satisfied, a new need arises and the process is continuous.

Maslow's hierarchy of needs

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