세 가지 소비자 동기 시스템 제안―욕구(NEED), 바람(WANT), 욕망(DESIRE): 진화심리학 관점 = Introducing Three Consumer Motivation Systems―NEED, WANT, and DESIRE: An Evolutionary Psychology Perspective

다국어 초록 (Multilingual Abstract)

This study challenges the long-standing reliance on a single, hedonism-driven motivation system in marketing by proposing three consumer motivation systems—NEED, WANT, and DESIRE—grounded in evolutionary psychology. Each system is characterized by distinct activation cues, internal states, decision rules, and satisfaction patterns. Using 87 consumer experience reports from undergraduate students, we conducted an exploratory assessment of propositions derived deductively from evolutionary psychological theory. The findings show that NEED reflects problem-solving through absolute value evaluation, WANT reflects status-oriented consumption driven by social comparison, and DESIRE reflects deceptive motivations accompanied by brief satisfaction and recurring regret. The study offers a new framework for understanding consumer behaviors that cannot be explained by a single-system hedonistic model.