Needs/wants

Question 1

What are needs/wants?

Answer 1

Needs and wants: consumer research

In consumer research, Maslow’s classification of needs can be used for

• linking a ‘consumption want’ to the underlying need(s) o identifying product benefits people might look for
• Some products can clearly be linked to certain needs
• Some products may fulfil several needs
• Needs are dynamic o As soon as one need is satisfied, new needs emerge o Daily life is a constant process of need fulfilment
• Needs can be internally or externally aroused

Question 2

Explain Maslow’s pyramid of needs

Answer 2

Question 3

What kinds of conflicts can arise from needs?

Answer 3

Needs can conflict (Kurt Lewin’s conflict theory)

• approach-avoidance conflict
  
  • A choice with one positive and one negative outcome
• approach-approach conflict
  
  • A choice with two positive outcomes
• avoidance-avoidance conflict
• A choice with two negative outcomes

Question 4

What are visceral needs?

Answer 4

Visceral states such as, hunger, thirst, sexual desires & pain affect judgement.

These „biological“ needs re-direct attention and surpress the importance of other behavioural/choice related outcomes.

Hungry study participants identify food related words or items much faster than their sated counterparts.

Considerations of health and sustainablity become less important determinants of food choice, when individuals are hungry.

Question 5

Which needs and wants (Maslows) do DRS fulfill?

Answer 5

Context dependent - Varies on the individual’s underlying goals

Security: protecting the environment and future generation

Social: prone to social desirability bias: want to be a good citizen, a good role model

Ego: higher social status and recognition

Question 6

What type of conflict is DRS?

Answer 6

Approach avoidance – doing a good deed / making that extra time and effort to do it