Question: Explain each of the personal determinants of consumer behavior: needs and motives, perceptions, attitudes, learning, and self-concept theory. A need is an imbalance between a consumer's actual and desired states. A motive is the inner state that directs a person toward the goal of satisfying a need. Perception is the meaning that a person attributes to incoming stimuli gathered through the five senses.
Attitudes are a person's enduring favorable or unfavorable evaluations, emotions, or action tendencies toward something. In self-concept theory, a person's view of himself or herself plays a role in purchasing behavior. In purchasing goods and services, people will likely choose products that move them closer to their ideal selfimages.