Affecting human behavior can be grouped into two broad categories, namely personal factors and situational factors.
- Personal Factors Affecting Human Behavior.
Personal factors are often influenced by sociogical motives, or often also called secondary motives as opposed to primary motives (biological motives).
1. Motivation to know
That is the tendency of everyone to try to understand and get the meaning of their world. Humans need a frame of reference (frame of reference) to evaluate new situations.
2. The motive of the competition
Everyone wants to prove that he is able to overcome any life problem. Feelings are able to depend heavily on intellectual, social, and emotional development.
3. Love Motif
Various studies have shown that the need for love that is not fulfilled will lead to unfavorable human behavior.
4. Motives Self-esteem and the need to seek identity
Closely related to the need to show ability and gain love, is the need to show existence in the world.
5. The need for value, servitude, and the meaning of life
In dealing with life, humans need values to guide them in making decisions or giving meaning to their lives.
Motivation A person will also determine whether a message is received or not. This also means that motivation to seek entertainment, for example, will be a pretext for enjoying mass media.
- Situational Factors Affecting Human Behavior
Whereas situational factors that affect humans are influenced by several factors, namely.
1. Ecological factors
Environmental determinists often say that natural conditions influence lifestyle and behavior.
2. Temporal Factor
One communication message delivered in the morning will be different in meaning if delivered at midnight.
3. Behavior Settings
In every atmosphere there are patterns of relationships that regulate the behavior of the people inside.
4. Technology
The Technology Revolution is often followed by a revolution in social behavior. In communication science, shows that the form of communication technology is more important than the content of communication media.