Question

According to Henry Murray, all of us have psychogenic needs that mostly function at the
unconscious level but play a major role in directing our behavior.
Identify and explain the psychogenic need that is most relevant to the following brands:
a) Zara, a brand well-known for its ability to develop new fashion
products and send to shops in very short turnaround time.

b) Ferrari, a luxury sports car designed to be the center of attention at any
event.

c) Ikea, a brand best known for its simple modern designs which provide
good ideas for home organization and storage.

d) Nike, a brand that frequently uses high-achieving athletes in
advertising and famous for its “Just Do It” slogan.

Answer 1

Henry Murray (1893-1988) was an American psychologist the developed the theory of personality. As per this theory, our personality is controlled by our needs and motives. Our behavior is the outcome of our needs and motives.

Some needs are permanent and other needs are changing as per the situation. Needs that are necessary and as per nature are our primary needs. He called the changing needs as psychogenic needs or secondary needs that are changing in our minds or created due to emotional conflict. Every person has a unique personality and it is progressing because everybody’s needs and choices are different it can be materialistic needs, power needs, affection needs, and information needs. These needs are not necessary for survival but these are essential for one’s well being.

The theory says that each need is important it can be interrelated or conflicting with each other. He identified 24 such needs. The research conducted on his theory revealed that people who want to reach the highest level accept more challenging tasks.

1. Zara is a brand name its strategy is to keep up with the fashion and showcase it effectively. Zara’s color combination and fabrics are good and attractive they manufacture and distribute the fashion within a very short period after appearing on the catwalk. That makes a rage and young generation who are the potential buyer and follow the fashion trend have a psychological need and urge to use it immediately after it became a fashion of the time. The psychological urge in humans and its availability give rise to a materialistic need for acquiring Zara’s new fashion trendy clothing.

2. Ferrari luxury car is the symbol of power and wealth; it is the person’s ambitious need to get social status and recognition. It is a brand name, famous for its style, luxury, and speed. Every individual cannot buy a Ferrari, and to the new customers it is difficult to own a Ferrari thus the human psychology is always proud to possess the things that no one else is having or few selected people have it. The psychogenic need drives one to possess it as a symbol of recognition and power.

3. IKEA is a brand name in home furnishing its products is innovative, affordable, and attractive. It s human need and necessity to have a house, an attractive and well-furnished house that can fit the budget is well suited by many households as these are attractive and affordable this fits one’s materialistic needs because every attractive and beautiful object have a positive impact on our mind, sometimes if it is not needed we tend to buy it because it has a positive impact on us, and human psychogenic needs are driven by human wellbeing and even if we do not require it we tend to buy it because it gives us satisfaction.

4. Nike shoes are used by athletes, any object is used by any famous personality impact the human mind and one feels proud in possessing that object as a symbol of recognition. If an object carries a positive slogan it creates an impact on the human mind and reading and hearing the slogan, again and again, has a psychological impact on one's mind and that gets converted into buying by the customer. The Nike slogan Just Do it is creating a positive impact and in need to get recognition one tend to buy the shoes.