Psychological influences are motives from oneself, such as the need to buy basic survival necessities to wanting to buy more fancy and expensive things.
There are four main psychological influences like motivation, our attitudes, beliefs and learning, the buying situation, and perception. Complex and simple motives determine our purchasing decisions. In most cases the underlying motives and the stated motives are different from each other. Abraham Maslow knew about motives and invented the Maslow Hierarchy of Needs Chart.
Maslow Hierarchy of Needs Chart
Maslow Hierarchy of Needs chart is shaped like a pyramid, starting with physiological needs (all basic needs of a human being) and the bottom to self-actualization at the top. This is a psychological theory belonging to Abraham Maslow, which is about human motivation. Abraham Maslow (creator of this chart) fully expressed this theory on a 1954 book named Motivation and Personality. Maslow never actually used the pyramid shape himself, but was later added to simplify his ideas and studies. He clearly knew about the levels and satisfaction in terms of "relative," "general," and "primarily". He didn't state that the individual focuses on a certain need at a time, instead he stated that an individual is overcome or dominated by a certain need. This is why he also concluded that a certain need can occur at any time in the mind, but he wanted to study the order of which the certain needs should occur and be met. Identifying basic types of needs would help him later find more complex ones.
Physiological Needs- Survival needs such as food, water, shelter, sleep, air, etc...
Safety and Security- Protection of: body, employment, morality, health, property, resources
Social Needs- Friendship, family, sexual intimacy
Esteem- Self-Esteem, confidence, achievement, respect for self and others
Self-Actualization- Creativity, problem solving, authenticity, spontaneity
Safety and Security- Protection of: body, employment, morality, health, property, resources
Social Needs- Friendship, family, sexual intimacy
Esteem- Self-Esteem, confidence, achievement, respect for self and others
Self-Actualization- Creativity, problem solving, authenticity, spontaneity
Perception
- How the individual perceives external stimuli helps influence the individual's decisions
- Selective attention- screen out most stimulants
- Selective distortion- adjusting perceptions to follow the current mind set
- Selective retention- information that reinforces our beliefs and attitudes is retained more than most other types of information
Learning, attitudes, and beliefs
- How information is processed and relates to any change in long term
- Conditioning learning- individuals develop attitudes and beliefs with reinforcement
- Social learning- learning from others' behaviors
- Cognitive learning- using reasoning to develop attitudes and beliefs about product. Important in case of high involvement purchases
- The key to development of successful marketing strategy is understand learning process
Links
Physiological Needs- http://www.youtube.com/watch?v=X5vjQQXauD0
Safety and Security- http://www.youtube.com/watch?v=cMpKDZDjBWM
Social Needs- http://www.youtube.com/watch?v=gp1U12wUu2U
Esteem- http://www.youtube.com/watch?v=litXW91UauE
Self-Actualization- http://www.youtube.com/watch?v=m_t0KeiJNvs
Safety and Security- http://www.youtube.com/watch?v=cMpKDZDjBWM
Social Needs- http://www.youtube.com/watch?v=gp1U12wUu2U
Esteem- http://www.youtube.com/watch?v=litXW91UauE
Self-Actualization- http://www.youtube.com/watch?v=m_t0KeiJNvs