8 LEARNING UNIT 2: FACTORS THAT AFFECT OR DETERMINE HUMAN BEHAVIOUR: MAIN THEORIES AND MODELS As you can imagine there are several determinants of human behaviour as indicated in the mind map below. We can say in general that behaviour is the way humans and animals act and react. Studied by psychology, ethology and sociology, human and animal behaviour is the set of voluntary or involuntary actions that we can directly observe. Of course, the big distinction is between innate and acquired behaviours. In this context we will choose only few theories that can be meaningful and stimulating to produce a reflection on how society, culture, economics and the behaviour of other individuals can be influential on our consumption. If, as we have said, in fact, it is human activities that cause the most climate change and make our ecosystem unsustainable, this is due to 'hyper’ production and consumption. There are different types of psychological theories that explain human behaviour. These theories are classified within one of four key types – developmental theories, Grand theories, Mini-theories, and Emergent theories. All psychological theories provide significant information about the history of psychology and the progression of thought on a particular topic. Just as important, the theories help contribute to our knowledge of the human mind and behavior. The following psychological theories are commonly used today: The Humanistic Theory One of the most prominent theories that fall under this category is Abraham Maslow’s Hierarchy of needs, where human beings tend to reach their fullest potential if 5 of the key needs are met, starting from the lower ones. The Psychoanalytic Theory Father of this category of theories is Sigmund Freud. In his work, Freud states that people are captives of biological and environmental forces, while childhood experiences and unconscious motivations determine people’s adult thoughts and behaviors. Moreover, he recognizes that persons are comprised of three types of personalities: Id, Superego and Ego. Source: https://www.marketing91.com/maslows-hierarchy-ofneeds/ Source: https://pmhealthnp.com/sigmund-freudpsychoanalytic-theory/
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