Why People Buy
PEOPLE BUY products and services to satisfy their needs. In economics, they say that every action that you or I take is because of what is called a “felt dissatisfaction.” We feel dissatisfied in our current condition for some reason. Because of this dissatisfaction, we are internally motivated or driven to take an action of some kind to relieve this dissatisfaction. Think of the example of sitting on a pin. The discomfort triggers immediate action to relieve the pain and to achieve a state of greater satisfaction, which does not involve the pin.
The ABC Model
There is an ABC principle of human motivation. In this case, the letters stand for Antecedents, Behaviors, and Consequences.
The antecedents represent about 15 percent ...