Essay On Consumer Behaviour

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Recommended: Short note on maslow's hierarchy of needs

In this essay I will be explaining how advertisers find different ways to connect to the consumers and will show examples of how these advertisements influence the consumer in buying that product. Before this I need to understand the consumer behavior and on the following I need to understand Maslow’s Hierarchy of Needs.

Maslow’s Hierarchy of Needs

The hierarchy is most often displayed as a pyramid. The pyramid is made up of different levels, that displays the most basic needs, at the bottom of the pyramid. As the needs of the consumer become more complex , then it will be placed at the top of the pyramid. According to Maslow’s Hierarchy of needs, the needs at the bottom, are physiological needs, like the need for food, water, sleep and warmth. This therefore can be seen as the most basic needs. It is said that when a person succeeds an important need, it will become a motivator for the next step to try and satisfy the next most important need. This therefore brings us to the next step. The next level, is the need for safety and security that need to be looked at.

As needs become more and more complex, then needs become more psychological and social. This brings us to the next step, which is the need for love, acceptance and also the need of a sense of belonging in society. Further up the pyramid, the need for personal esteem, status and feelings become important. The last step of the pyramid, is the highest part of the pyramid, this talks about self – actualizing needs. Its about self development and realization. Below is an image of the pyramid, showing Maslow’s theory.

Lucan’s psychoanalytical theory
According to Lucan “Man’s desire is the desire of the Other”. Firstly our desire is a desire for recognition. Secondly...

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...ilable at: http://www.damselsinsuccess.com/how-advertising-has-changed-in-the-digital-age/. [Accessed 22 May 2014].

Examples of Semiotics in Advertising | Chron.com. 2014. Examples of Semiotics in Advertising | Chron.com. [ONLINE] Available at: http://smallbusiness.chron.com/examples-semiotics-advertising-38593.html. [Accessed 22 May 2014].

What Does Lacan Say About… Desire? | LACANONLINE.COM. 2014. What Does Lacan Say About… Desire? | LACANONLINE.COM. [ONLINE] Available at: http://www.lacanonline.com/index/2010/05/what-does-lacan-say-about-desire/. [Accessed 22 May 2014].

Jacques Lacan | Personality-Development.org. 2014. Jacques Lacan | Personality-Development.org. [ONLINE] Available at: http://www.personality-development.org/theories-personality-development/jacques-lacan. [Accessed 22 May 2014].

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