Consumer’s Needs,Wants, and Behavior – 3 Ideas
• Maslow’s Hierarchy of Needs
• Marketing Perception, Selective Comprehension, and Retention
• Consumer Behavior
Five Levels: physiological, safety,
social, esteem and self-actualization.
This model addresses and
combines the two ideas that
consumers have psychological and
physical needs. Our drive to meet
these needs is motivation.
Physiological- Most Basic
Needs to Survive
Safety- Need for Security
Social- Needs for Friendship,
belonging, and love.
Esteem- Needs for Status,
Self-Actualization- Needs to
reach Full Potential
More Detail: 5
Levels of Needs
Marketing Examples of Maslow’s Idea
• Ad for Fast Food- Physiological
• Home protection company ad-
• eHarmony Ad- Social Needs
• US Armer Ad- Self
2. Marketing Perception, Selective Comprehension, and Retention
• Perception- How people select, organize
and interpret information to create a
meaningful picture of the world.
• Selective comprehension or selective
distortion will occur as consumers try to
make sense of information and interpret it
in a way consistent with current beliefs and
• Selective retention means consumers
cannot retain information about all things
or messages they are exposed to daily.
More Detail: Four interrelatedVariables of Consumer Behavior
Drive is internal motivation that is a call to action.
Hunger as an example of internal motivation.
A response is the action taken by the consumer to
satisfy like the purchase of the burrito.
Reinforcements are the person being either satisfied or
dissatisfied with the result.
In this case being satisfied would be having a full
stomach and a smile.