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Categories human needs into five levels from basic to self-fulfillment; consumers prioritize needs from physiological to self-actualization.

Differentiates between hygiene factors that prevent dissatisfaction and motivating factors that create satisfaction; relevant to product features and employee benefits.

Condenses Maslow's five categories into three: Existence, Relatedness, Growth; suggests multiple needs can be pursued simultaneously.

Focuses on the need for achievement, power, and affiliation; consumers are driven by these needs in their purchasing behavior.

Highlights the role of intrinsic and extrinsic motivations; proposes psychological needs for autonomy, competence, and relatedness.

Motivation is a product of three factors: expectancy (effort-performance relationship), instrumentality (performance-reward relationship), and valence (reward-personal goals relationship).

Individuals seek to maintain equity between the inputs they bring to a relationship and the outcomes they receive; applied in price fairness evaluation.

Attitude toward behavior, subjective norms, and perceived behavioral control, together shape an individual's behavioral intentions and behaviors.

Post-purchase behavior may involve psychological discomfort from inconsistencies between beliefs and behaviors, impacting future decision making.

Consumers process persuasive communication through central (rational) or peripheral (emotional) routes, affecting attitudes and purchase intentions.

Consumers attribute causes to events based on consistency, distinctiveness, and consensus; influences consumer satisfaction and brand evaluation.

Consumers evaluate potential losses and gains differently; losses have a greater impact than gains of the same size.

Consumers choose products and brands that reflect and reinforce their self-identity; self-concept can influence purchasing trends and brand loyalty.

When an activity is fully engaging, it creates a sense of flow, leading to deeper consumer involvement and immersion in the product experience.

Consumers value products more highly once their ownership of the product has been established, influencing decision making in buying and selling.

Consumer decision-making is limited by the information they have, cognitive processing ability, and finite time to make choices, impacting purchasing behavior.

Consumers go through stages of change: precontemplation, contemplation, preparation, action, and maintenance; understanding these stages can aid in targeted marketing.

The level of perceived relevance and interest a consumer has in a product influences how extensively they will engage in the purchase process.

Humor can influence consumer behavior by increasing attention, recall, and positive attitude toward the product, thereby affecting purchasing decision.