Indian Journal of Science and Technology

Abstract

This paper presents a critique of various utility theories that are currently floating around, and other contemporary theories that serve as models for defining a consumer’s motivational intensity towards utility perception of a product, followed by the development of an alternative model known as the NEURO KINETICS THEORY. According to the utility theory, people’s prescription of utility is based on the quantity, price and significance of the commodity. More importantly, a consumer under weighs or overweighs a particular utility based on the individual’s emotional state. Essentially, what people require are a change, to also include emotion, and this is known as Neural Kinetics. Needs which enable the drive to create motivation is gradually reduced by satisfaction. If this reduction in the creation of motivation is categorized in to different product life stages, the utility is not found to be uniform in all these stages, and is also independent of quantity, price and commodity significance.
Keywords: Changing Preference, Consumer Behavior, Consumer Needs, Emotion, Habituation, Motivation, Neuro Kinetics