Consumer Motivation

At present, understanding consumer motivation is very important to marketers in modern marketing. However, the key to consumer motivation, understanding the consumer needs is the first factor that marketers should know at first. “Human needs or, in this case, consumer needs are the basis of all modern marketing. Needs are the essence of the marketing concept.”(Schiffman, 2008). Maslow’s hierarchy of needs is a well-known theory in psychology which can help marketers understanding the consumer needs better. So, what is Maslow’s hierarchy of needs? It was suggested by Abraham Maslow in his 1943 paper A Theory of human Motivation, which was described in a triangular diagram. Maslow’s hierarchy of needs is often divided five levels: “At the bottom are the basic needs for food, water and air. Then, above them is the need for safety, security and protection. After theses needs have been met, an individual has a need for love, affection and friendship. When these have been satisfied an individual may seek status and self-respect and, finally, at the top of the pyramid is the need for self-actualization or self-fulfillment.” (Shaw e9t.al, 2002). Though this explanation we can see that only the lowest needs (physiological needs) are satisfied, people will focus on the higher needs.(Chinadaily BBS,2007) That is the basic concept of Maslow’s hierarchy of needs. However, based on the Maslow’s hierarchy of needs, each level needs have some limitations, not each need can completely satisfy. Therefore, “if a lower set of needs is continually unmet for an extended period of time, the individual will temporarily re-prioritize those needs - dropping down to that level until those lower needs are reasonably satisfied again.”(Chinadaily BBs, 2007). It is clear to see that differences in need priorities can influence human behavior.

Differences in need priorities can influence consumer behavior in difference ways. Though Maslow’s hierarchy of needs we can see that When one level is