BUS630: Consumer Behavior

In the previous unit, you read about Maslow's Hierarchy of Needs, which details how consumers moved from their lowest level of needs, such as hunger and thirst, to their higher level of needs, like self-esteem and self-actualization. Consumers can only move up the hierarchy after meeting their basic needs. Watch this video to compare the differences between needs, wants, and goals, how consumer behavior meets them, and the motivational conflicts that can arise when two goals are incompatible.