A consumer behaviour rarely just happens. Behind just about every human behaviour, there is a driver or cause. Unfortunately, these drivers are not always in plain sight. Marketers need to understand the general (underlying) and specific (related to the purchase itself) motivators of purchase behaviour. In terms of underlying motivators of human behaviour, it is […]

A consumer behaviour rarely just happens. Behind just about every human behaviour, there is a driver or cause. Unfortunately, these drivers are not always in plain sight. Marketers need to understand the general (underlying) and specific (related to the purchase itself) motivators of purchase behaviour. In terms of underlying motivators of human behaviour, it is instructive to consider Maslow’s hierarchy (physiological needs, safety needs, need to belong, need for self-esteem and need to self-actualize).  In 2021, sitting in a wealthy country, it is perhaps more helpful to consider six factors highlighted by Tony Robbins: Certainty – the need to know the car will start, and you will have a job tomorrow. Variety – the need to not watch the same movie every night unless you are three.  Connection – the need to connect with other human beings. Significance – the need to feel you are at least a little important. Growth – the…