Understanding the intricacies of the human mind sheds light on the behavioral patterns associated with our consumption habits. Many of these behaviors are directly linked to the evolutionary process of humans and the adaptation of our primal emotions to the present moment.
Consumers are driven by four fundamental motivations: the pursuit of happiness, love, distinction, and survival. From these motivations, an infinite array of desires can emerge. While societal and economic developments progress, the root of our emotions remains unchanged; our brains have not evolved significantly over millions of years.
There is an innate need to consume and continually seek new goods for satisfaction. The ecstasy doesn’t come from the purchase itself but from embarking on a new quest. This unconscious quest occurs in the consumer’s mind, emphasizing that it’s not about what one has but what one desires and aspires to obtain.
To cater to this vast spectrum of desires, the current market offers a wide range of products and services tailored to various consumer segments. These offerings align with different lifestyles, encompassing specific attributes and price categories.
However, this isn’t enough. Our inherent capacity to adapt to novelty continually raises expectations. Despite significant social and economic advancements in recent decades, many consumers feel frustrated and powerless. They are not maladjusted; they are human.