Sigmund Freud, the father of psychoanalysis, made great contributions to human behavior, which were later integrated and adapted to marketing. According to his studies, man develops his personality from infancy until he grows up, going through different stages that influence his behavior Importance of consumer.
Freud, through the theory of psychoanalysis, explains that the unconscious includes all those things to which we do not have access from our consciousness; it is a part that obeys impulses or instincts. It also includes things that our conscious mind suppresses, such as traumas.
One of the main contributions of this author
reveals that the unconscious is the largest and most difficult to access part of the mind. It is the source of motivation and is primarily responsible for human behavior.
Regarding human motivations and needs, psychologist Abraham Maslow proposed the theory of the hierarchy of individual needs and motivations. Through a pyramid, he represents human needs from the base, where the physiological canada telegram phone number list or basic needs for survival are, and goes through 5 levels until
Based on contributions from different disciplines, marketing begins to adapt and consolidate knowledge about human behavior when making purchasing decisions. In this sense, marketing combined with neuroscience forms what we know today as neuromarketing.
Neuromarketing allows us to understand how the consumer’s brain works. Neuromarketing expert Jürgen Klaric claims instant purchase deferred payment that 85% of the reason for a purchase decision is subconscious. This statement is quite in line with the theories of psychoanalysis.
Factors influencing consumer behavior
The firm KPMG conducted a study to find out how and why decisions are made. The study analyzes from a holistic perspective that consumers make decisions based on 3 dimensions:
Dimension 1: Influencing events
Those events that are part of the formative process of a human being, constitute their values and influence their behavior. These events can be of a family, educational, social, political, technological, etc. nature.
My motivations it corresponds to consumer
expectations, what they expect from their experience with the brand. It is not just about comparing yourself with close competitors, now the competition is not about product but about user experience .
In this sense, the consumer alb directory will compare you to their best experience, regardless of the category. Customers are looking for personalized and intuitive experiences, and influencers have greater credibility than brands.
Knowing what your customers expect allows you to avoid unnecessary efforts in aspects that are not valuable to your consumer and focus on those that are.
My attention: refers to how and where the consumer directs his or her concentration. 41% of respondents feel totally overwhelmed with information and avoid it as much as possible.