Recently, Lao Xie has been busy with his own blog, "The Psychology of Consumer Soft Articles," and has not shared it with you. Today, Lao Xie continues to talk about consumer needs and motivations.
Need is an internal state in which an individual feels a certain lack and strives to be satisfied under certain living conditions. It is a reflection of the body's desire for objective things necessary for the continuation and development of life. It is a requirement of the body itself or external life conditions. reflection in the mind. Human needs are multi-level and multi-faceted, and can be roughly divided into emotional needs, self-support needs and self-defense needs. Human needs are divided into five levels according to Maslow's hierarchy of needs:
Self-actualization - self-satisfaction
Self-needs - 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 ascend from low-level (physiological) needs to high-level (psychological) needs, and sometimes several needs coexist.
Motivation is the internal cause or motivation that directly drives a person to perform activities to obtain something that satisfies his or her needs. As a driving force for activities, motivation has three functions: first, to cause and launch individual activities; second, to guide activities toward a certain goal; third, to maintain, increase, or stop or weaken the power of activities. It is precisely because of these effects that the nature and level of motivation will inevitably affect the level and effectiveness of activities. Consumer motivation is an important factor in purchasing decisions.
The impact of needs and motivations on soft-text advertising has two aspects: on the one hand, people's needs and the purchasing motivations determined by them are usually determined by many factors; on the other hand, in advertising, needs and motivations are expressed There are certain regularities that come out. In current advertising, advertising psychologists believe that it is not necessary to highlight the functions of advertising on attention, feeling, and perception, but it is necessary to highlight people's needs and motivations. The psychological approach to advertising lies in analyzing the social motivations of the advertising objects and the advertising process. Since consumers' psychological needs are characterized by flexibility, complexity, development and variability, the process of transforming human needs into purchasing motivations is a dynamic system. As a systematic expression model of human needs and motivations, it directly affects and guides advertising.
In practice, the systematic pattern of human needs and motivations manifests itself as the psychological laws of purchasing. It has psychological characteristics such as seeking truth, seeking honesty, seeking novelty, seeking difference, and seeking beauty, as well as the psychological inertial characteristics of seeking knowledge, seeking love, and seeking pleasure, thereby guiding people's purchasing behavior. Advertising, that is, exerts influence on people's needs and motivations through these characteristics of purchasing psychological laws.
Generally speaking, soft articles for different products should consider how they affect people's needs and motivations based on the use value of different products and different publicity objects. However, in these different soft-text advertisements, there are always two ways of influencing people's needs and motivations, which are to stimulate motivation and promote target selection.
Most of a person's special needs are latent most of the time. Within a specific period of time, any type of special needs can be stimulated by internal stimuli such as the individual's internal physiological conditions or thinking processes. This can be achieved by changes in the external environment. There are three ways to stimulate motivation: physiological stimulation, cognitive stimulation and environmental stimulation. Since a prominent contradiction in advertising is the inconsistency or out-of-sync between products and people's intellectual and emotional requirements, one of the tasks of advertising is to reconcile the two by stimulating people's potential needs. , thereby exerting an influence on people's needs and motivations. Another way to influence people's needs and motivations is to drive goal selection. Goals are the results pursued by motivated behaviors. Almost all human behaviors are guided by goals. For any specific needs, there are different appropriate goals. An individual's goal selection depends on his or her life experience, physical strength, popular cultural norms and values, and the accessibility of the goal in the physical and social environment. According to these selection principles, advertising must find ways to make consumers choose the products you advertise, and all content in the advertisement must be aimed at promoting this goal. At the same time, advertising must also clearly understand the relationship between the products being promoted and people's choices, that is, positioning the product to solve their concerns and impress their potential needs.
In addition, we must also pay attention to the changes in people's needs and motivations, so as to change the publicity strategy in advertising so that the advertising products can maintain long-term sales momentum. In communicating about this change, gradual progress is necessary.
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Lao Xie: Talking about "Consumer Psychology Soft Literature"