Category: Behavioral Change
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Why: We must learn which internal and external stimuli motivate humans.
Key Contents
- Motivation: feel that needs ought be met at a personal level
- Cognition: perceive features to thinking and making decision
- Learning: experience and form buying habit
Below illustrates that human behavior is affected not only by internal needs but also by our perception and experience that come with the usage.
You see that the human mind and behavior are too complex to say that one attribute affects specific behavior.
Marketers have focused increasingly on user experience in recent times as the third driver is ‘Learning’ about the product. This has helped many mini-brands to be recognized alongside the side with well-established brands.
Conclusion
Our behavior is affected not only by motivation but also by cognition and learning. Therefore, as we learn to motivate someone to do something, we should help customers see the needs, remember the facts and features of the solution, and reinforce a positive user experience.
Reading material: Bayton, James A. “Motivation, Cognition, Learning: Basic Factors in Consumer Behavior.” Journal of Marketing, vol. 22, no. 3, 1958, pp. 282–289.