MKT 100 Lecture Notes - Lecture 4: Self-Actualization, Homeostasis, Social Class

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Polina Buchan

Document Summary

Maslow"s hierarchy of needs underlines the forces that drive behavior. Maslow suggested that humans have different levels of need reaching most basic of needs to reaching one"s potential in all facets of life; a state to which all aspire. The needs of the lower levels must be reasonably satisfied before you can satisfy the needs on the higher levels. Various advertisements focus on satisfying these needs as a motivation to purchase. Problem identification consumers recognize an unmet need. Stores can also change layout to remind customers of their needs i. e. walmart on holidays. Amount of time spent searching depends on the product. Marketers influence this step by making sure their product information is available through multiple sources. From whom to buy & when to buy. Marketers can influence logistics by where they choose to stock their products. Cognitive dissonance psychological theory developed by leon festinger.