Consumers ' needs and motives in soft literature of consumer psychology

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Recently, Xie is busy with his blog, "Consumer Soft psychology", has not been shared with you, today Lao Xie continued to talk about consumer needs and motives.

Need is a kind of internal state that the individual feels some deficiency under certain living conditions and seeks to satisfy, which is the reflection of the body's desire for the continuity and development of life's necessary objective things, and the reflection of the body's own or external living conditions in the mind. People's needs are multi-level, which can be divided into emotional needs, self supporting needs and self defense needs. According to Maslow's demand level, human needs are divided into five steps:

Self-fulfillment-self-satisfaction

Self-need-honor, success, self-esteem, etc.

Social needs--love, friendship, belonging, etc.

Security needs-protection, order, stability, etc.

Physiological needs-food, water, shelter, air, sex, etc.

These five levels are from the low-level (physiological) needs to the higher (psychological) needs of the ascending-shaped, and sometimes several need to coexist.

Motivation is the internal motivation or motivation to directly motivate a person to perform activities in order to obtain something that satisfies his or her needs. Motivation, as an activity, has three functions: first, to arouse and motivate the activities of individuals; second, the guiding activity to a certain goal; third, to maintain, increase or stop, weaken the power of activity. Because of these functions, the nature and level of motivation will inevitably affect the level and effectiveness of activities. Consumer motivation is an important factor in deciding what to buy.

There are two aspects of the impact of demand and motivation on the advertising of soft text: On the one hand, the need of the person and the purchase motive of the decision are usually determined by many factors, on the other hand, in the advertisement, the need and the motive show some regularity. In the current advertising campaign, advertising psychologists believe that it is not necessary to highlight the advertising of attention, perception, perception, but the need to highlight the needs and motives of people. The psychological method of advertising is to analyze the object of advertising and the social motivation of the process of advertising propaganda. Because of the characteristics of elasticity, complexity, development and variability of the consumer's psychological needs, people's needs are transformed into the process of purchasing motivation as a dynamic system. As a systematic manifestation of human needs and motivations, it directly influences and directs advertising propaganda.

In practice, the system pattern of human needs and motives is expressed as the purchasing psychological law. It has the psychological characteristics of truth-seeking, seeking for the low, novelty, seeking for the beauty and so on, as well as the psychological inertia characteristic of knowledge, pleading and seeking music, thus carries on the instruction to the person's purchase behavior. Advertising, that is, through the purchase of psychological laws of these characteristics of human needs and motives exert influence.

Generally speaking, the soft text of different commodities should be based on the use value of different goods and different publicity objects, to consider how to act on the needs and motives of people. However, in these different soft text advertising, there are always two ways to exert influence on people's needs and motivations, which is to motivate motivation and promote target choice.

Most of the special needs of a person are latent in most of the time, in a specific time, any kind of special needs of the excitation, can be the individual's internal physiological conditions or thinking processes such as intrinsic stimulation to achieve, can also be stimulated by the changes in the external environment. There are three ways to stimulate the engine: physical stimulation, cognitive stimulation and environmental stimulation. Because there is a prominent contradiction in advertising is that goods and people's rational requirements and emotional requirements of inconsistent or not synchronized, therefore, one of the tasks of advertising is to stimulate the potential of human needs, between the two to reconcile, so that people's needs and motives exert influence. Another way to exert an influence on one's needs and motivations is to push the target selection. The goal is the result that the incentive behavior pursues, the person's all behavior must be guided by the goal, has the different suitable goal for any specific need. The choice of individual goals depends on their life experience, physical strength, the rules and values of popular culture, and the accessibility of goals in physical and social contexts. According to these selection principles, advertising must find ways to allow consumers to choose the goods you promote as the goal, all the content of advertising must be to promote this goal as the content. At the same time, advertising must also understand the relationship between the advertised goods and people's choice, that is to say, positioning the product to solve their concerns and impress their potential needs.

In addition, we must pay attention to the needs of people and the change of motivation, so in the advertisement to pay attention to change the propaganda strategy, so that the advertising products to maintain the momentum of long-term sales. In the promotion of this change, it is necessary to step up.

Statement: "Consumer Psychology soft Literature" article all in A5 original starting, in the old Xie Soft article promotion blog also records the old Xie writes the dribs and drabs.

Reprint please specify: Old Xie soft article promotion blog http://ruanwenblog.com

Lao Xie: On the soft Literature of consumer psychology

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