Motivation, personality, and lifestyles

Motivation, personality, and lifestyles

Motivation, personality, and lifestyles

In marketing, there is a popular theory that is called field theory. It is defined as follows: C = F (P, E). This means that the behavior of the consumer varies according to his person and his environment. In the part of the person, two essential aspects are the motivation and personality of the person. These are two aspects that work in consumer behavior.


Motivation is our level of energy compared to a goal. This is a personal reason that drives people to act in a certain way (buying, consuming, etc.). The motivations are mainly of three types: rational and practical, hedonistic (to indulge) and to enhance the image of oneself.

Motivation allows us to reach our central goal. However, this goal includes several objectives. For example, someone whose primary goal is to buy a new car because his car is getting old. It will have to reach secondary purposes, such as picking up money and shopping for vehicles. There will also be higher goals; for example, he wants to change the car, because it is more reliable and in a bad state, which means that another of his goals is to feel safe in his vehicle.

The motivation process:

When talking about motivation processes, the vast majority of steps are influenced by the environment. First, before making a purchase, we admit to having some need. Then we determine the purpose and the consequences that are related to it. The experiments mainly influence these two stages. When we talk about experience, it means things that we have lived and knowledge that we have spent in our lives. Finally, we take action, either to buy the product or to use a service.

For example :

1- I want to have a new car.
2- Get a new vehicle.
3- What are my needs and the characteristics of the car I am looking for?
4- I will buy a car (BMW if it suits me).

In conclusion, consumers are people who are continually trying to achieve their goals that are driven by their need and their environment.

The personality

Some brands try to segment their customer base based on personality by giving themselves a character that matches the customers they want. Customers will want to buy the brand because it corresponds to a part of their nature. For example, BMW is trying to reach distinguished business personalities by showing people in advertisements of people dressed in tuxedo aboard a BMW. This side does not require that the person on board the vehicle be famous since it is only trying to demonstrate an example of a person’s style that uses this mark, which creates a specific link with the aspect of the lifestyle.


A person’s lifestyle encompasses their activities, interests and opinions, values ​​, and personality. Using values, we can once again segment our market by doing AIOs (attitude, interest, and opinions).

For example, one could take as activity the work, as interest the profession and as opinions, the person would like to speak about business and economy. We have just segmented a walk that BMW could exploit that would be the businessmen because it works a lot and in their profession, BMW brand vehicles are considered classic