2. Consumer’s Needs,Wants, and Behavior – 3 Ideas
• Maslow’s Hierarchy of Needs
• Marketing Perception, Selective Comprehension, and Retention
• Consumer Behavior
3. 1. Maslow’s
Hierarchy of
Needs
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.
4. Physiological- Most Basic
Needs to Survive
Safety- Need for Security
and Protection
Social- Needs for Friendship,
belonging, and love.
Esteem- Needs for Status,
Respect, Prestige
Self-Actualization- Needs to
reach Full Potential
More Detail: 5
Levels of Needs
5. Marketing Examples of Maslow’s Idea
• Ad for Fast Food- Physiological
Needs
• Home protection company ad-
Safety Needs
• eHarmony Ad- Social Needs
• US Armer Ad- Self
Actualization Needs
6. 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
ideas.
• Selective retention means consumers
cannot retain information about all things
or messages they are exposed to daily.
9. 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.
