Saylor URL: http://www.saylor.org/books Saylor.org
[6] Benny Barak and Steven Gould, “Alternative Age Measures: A Research Agenda,” in Advances in Consumer
Research, vol. 12, ed. Elizabeth C. Hirschman and Morris B. Holbrook (Provo, UT: Association for Consumer
Research, 1985), 53–58.
[7] Benny Barak and Steven Gould, “Alternative Age Measures: A Research Agenda,” in Advances in Consumer
Research, vol. 12, ed. Elizabeth C. Hirschman and Morris B. Holbrook (Provo, UT: Association for Consumer
Research, 1985), 53–58.
[8] Robert Berner, “Detergent Can Be So Much More,” BusinessWeek, May 1, 2006, 66–68.
3.4 Psychological Factors That Affect People’s Buying Behavior
LEARNING OBJECTIVES
- Explain how Maslow’s hierarchy of needs works.
- Outline the additional psychological factors that affect people’s buying behavior.
Motivation
Motivation is the inward drive we have to get what we need. In the mid-1900s, Abraham Maslow, an
American psychologist, developed the hierarchy of needs shown in Figure 3.8 "Maslow’s Hierarchy of
Needs".
Figure 3.8 Maslow’s Hierarchy of Needs