Needs and Motivation Theories
INTRODUCTION
Generally, people tend to have different needs toward each other because they tend to have different backgrounds, which are affected by their social and culture conditions, education levels, economic conditions, and many more. In fact, research shows that human will seek another need when one need has been fulfilled. This means that humans will prioritize achieving their basic needs before moving to other needs. Nonetheless, in order to purchase a product, there will be different types of consumer involvement, which the degree is from inertia to passionate. These degrees will be discussed further by the researcher. In addition, several theories of needs and motivation, such as types of needs and specific needs and buying behavior by Henry Murray and David McClelland will be used in this report to examine how needs motivate people and how it influences personal consumer behavior. Besides, a detailed reflection of what type consumer the researcher is will be discussed furthermore using Big Five Personality Dimensions.
NEEDS AND MOTIVATION THEORIES Generally to say, motivation is an internal action from a person to achieve a goal. In order to achieve goals, there must be needs and wants. A need is something that you must have and it is necessary, such as food and water (Schroeder 2009, 31). In contrast, a want is something that you would like to have and it is not necessary, such as fashion clothes (Shinn 2010, 7). However, each individual will have different needs as a result of their experiences. Therefore, there are types of needs that individuals can use to satisfy themselves. Firstly, biogenic need is a need that is necessary to survive. For example, air, food, water, and house. Secondly, psychogenic need means culture-related need. This means that individuals tend to seek for power, affiliation and achievement. As humans, we tend to interact with other people. Thirdly, utilitarian need is a functional
Generally, people tend to have different needs toward each other because they tend to have different backgrounds, which are affected by their social and culture conditions, education levels, economic conditions, and many more. In fact, research shows that human will seek another need when one need has been fulfilled. This means that humans will prioritize achieving their basic needs before moving to other needs. Nonetheless, in order to purchase a product, there will be different types of consumer involvement, which the degree is from inertia to passionate. These degrees will be discussed further by the researcher. In addition, several theories of needs and motivation, such as types of needs and specific needs and buying behavior by Henry Murray and David McClelland will be used in this report to examine how needs motivate people and how it influences personal consumer behavior. Besides, a detailed reflection of what type consumer the researcher is will be discussed furthermore using Big Five Personality Dimensions.
NEEDS AND MOTIVATION THEORIES Generally to say, motivation is an internal action from a person to achieve a goal. In order to achieve goals, there must be needs and wants. A need is something that you must have and it is necessary, such as food and water (Schroeder 2009, 31). In contrast, a want is something that you would like to have and it is not necessary, such as fashion clothes (Shinn 2010, 7). However, each individual will have different needs as a result of their experiences. Therefore, there are types of needs that individuals can use to satisfy themselves. Firstly, biogenic need is a need that is necessary to survive. For example, air, food, water, and house. Secondly, psychogenic need means culture-related need. This means that individuals tend to seek for power, affiliation and achievement. As humans, we tend to interact with other people. Thirdly, utilitarian need is a functional