BASIC PSYCHOLOGICAL NEEDS THEORY (BPNT)

The ‘Basic Psychological Needs Theory’ is one of the mini theories of Self Determination
Theory (SDT) that describes that humans tend to experience intrinsic motivation when their three
basic psychological needs fulfill. From a marketing perspective, this theory posits that three
psychological needs internally motivate consumers to take action. The first psychological need is
autonomy is related to a human desire to act volitionary and following one’s own internal values
and goals. For instance when telecom companies offer a variety of internet packages such as
day, night, or special bundles that enable consumers to choose a package based on their
preferences then autonomy can be achieved. The second need is competence which describes a
human desire to efficiently interact with an environment. For instance. consumer feels capable
and effective to interact with a marketing environment such as when consumers provide
feedback when purchased newly launched cellphone. The last need is relatedness which tells the
desire of staying connected with significant others. For instance, relatedness is satisfied when
companies perform CSR activities consumers feel that they are cared for and stays connected
with companies. Out of three needs, relatedness is the most common need which is discussed in
many psychological theories and it’s essential for humans to feel that they are cared for and
connected to others and they have a sense of belonging with others.
Further, there are two main types of life goals i.e. intrinsic and extrinsic underlying basic
psychological needs. Consumers are extrinsically motivated to buy any product if they link their
buying decisions with external qualities of a particular commodity such as attractive packaging,
discounts, or after-sale services. In contrast, consumers are intrinsically motivated when they buy
any product for satisfying their basic psychological needs.
Thus, when these basic needs are met, they create emotional attachments towards a product
which increases future purchases. However, if any of the basic needs out of three will not satisfy
then a consumer is expected to bear a functional cost in any form such as customers will cease to
buy a specific product. The studies have shown that when companies target consumers based on
A-C-R needs are more likely to, shows positives attitudes towards the company in the form of
increased brand attachment, positive word-of-mouth, and also provide constructive feedback for
new product development.

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