Maslow’s Hierarchy of needs and advertisement

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From my research into the psychologist Abraham Maslow’s Hierarchy of Needs (illustration below) I have learnt that consumers will often buy products they desire before those that they need.

Companies and advertising agencies profit from this, making consumers believe that the non-essential products they sell are essential to the consumers needs. They often do this by picking out a unique selling point of a product and suggesting to the audience that that particular aspect is essential to their needs in terms of Maslow’s hierarchy. For example, an alarm company suggesting that their product will protect the buyers family and possessions. While it may offer some protection, it is not generally an essential product and it it will not offer 100% protection from burglary or intruders. Thus the consumer, in all likelihood probably does not NEED to purchase the alarm, but will do so anyway if they believe it is going…

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