Views on the psychology of consumer behavior through the prism of the need-motivation and motivation-need spheres of personality

the article examines the phenomenon of economic behavior from the perspective of primary demand (the need-motivational sphere of personality) and secondary, formed "from the outside" – for example, through group pressure or shifting value significance to an insignificant subject (i.e. the reverse – the motivational-need sphere). A comparative analysis of economic doctrines within the framework of social, political and economic psychology has shown that in the process of personality socialization, there is a change in the dominance of the need-motivational sphere of personality through institutions of group pressure on the dictates of the motivational-need sphere. This, in turn, changes the meaning of socialization as education and the inclusion of a new person in socially useful activities to consumer behavior "I, Me, Mine", which in reality turns a person off from the field of public communication "We" in the field of trade and economic relations, replacing civil society to the clientele system.

motivational and need sphere of personality, consumer behavior, object, abject, subject, activity