This is a big debate, and this topic is so old, that it has been included in every marketing major in every university out there. This topic is about human behavior, and studying this behavior in understanding, what drives people to buy what they buy. In other words, it is the field of study where we go deep into the psychological understanding of why humans buy the things they see in front of them. Keep in mind, that we are talking about human behavior, not what marketers around the world do. This is another huge topic I would gladly write an article about. Anyway, shall we begin?
#1 Need:
People frequently make purchases out of necessity, whether it’s for essentials like food and clothing or to address a problem that needs urgent attention. Typically, these transactions occur due to the imperative nature of the situation.
#2 FOMO (Fear Of Missing Out):
The phenomenon known as the fear of missing out (FOMO) can compel individuals to make purchases they wouldn’t typically consider. Witnessing others benefit from a great deal or enjoy something they lack can ignite this urge to buy. By making the purchase, they seek to avoid being left out and may even perceive it as a means to better assimilate with their social circle.
#3 Ambition:
Consumers may opt to purchase particular products or services as part of their journey towards self-improvement. For instance, they may acquire high-quality workout equipment to enhance their health or enroll in online courses to acquire new skills. Their aspiration to forge a brighter future or achieve their personal development objectives serves as the driving force behind these transactions.
#4 Habit:
It’s quite typical for individuals to make purchases based on routine or habit. They might consistently buy the same products or services simply because it’s what they’ve always done. Alternatively, they may opt for familiar brands due to their established trust in their quality and reliability. The convenience of sticking to a routine and the comfort of familiarity often deter them from exploring alternative choices.
#5 Pleasure:
Pleasure in buying encompasses the positive emotions and satisfaction individuals derive from the act of purchasing goods or services. It often arises from the immediate gratification of acquiring something desired or needed, the excitement of anticipating ownership or experiencing a new product, and the sense of fulfillment derived from expressing one’s identity or personal style through purchases. Additionally, shopping with friends or family, sharing purchase experiences on social media, or treating oneself to luxury items can enhance the pleasure of buying by fostering social connections and providing a sense of reward or indulgence. Furthermore, the act of making buying decisions can empower individuals, giving them a sense of control over their lives and preferences, thereby adding to the overall enjoyment of the buying experience.
#6 Acceptance
Acceptance in buying encompasses the psychological satisfaction individuals experience when their purchases resonate with their personal preferences, values, or societal norms. It involves feeling content when purchases reflect one’s identity or lifestyle choices, finding validation in social acceptance or admiration from peers, and experiencing fulfillment when purchases meet or exceed expectations. Additionally, acceptance can stem from conforming to established norms or trends to gain social approval. Overall, acceptance in buying reflects the alignment between individuals’ purchase decisions and their personal or societal standards, contributing to a sense of fulfillment and contentment in the buying process.
So, do you think you can understand really why human beings buy what they buy?
Purchasing decisions are often driven by a complex interplay of emotional triggers, social influences, practical needs, and psychological factors.
From the thrill of owning something new to the desire for social validation, emotions play a significant role in guiding consumer behavior. Additionally, social pressures, self-expression, and problem-solving needs all contribute to why individuals choose certain products or brands.
Convenience, habit, and psychological phenomena like the fear of missing out further shape purchasing decisions, sometimes leading to impulsive choices. Moreover, the messages conveyed through marketing and advertising play a crucial role in shaping consumer perceptions and preferences.
Overall, the motivations behind purchasing decisions are diverse and multifaceted, reflecting the intricacies of human behavior and decision-making processes.
