The paper "A Compression Among Two Consumer Behavior Theories" is a perfect example of a Marketing Assignment. Consumer behavior is a topic that has attracted significant levels of attention with intensive literature and theories set to cover it. Consumers are a unique lot that identifies with products and services at different levels. There are different attributes that define how consumers behave in regard to the purchase and acquisition of products and services. In this regard, there have a set of theories that have been put forward to expound on this aspect; the focus of this paper is on analyzing Maslow’ s needs theories in relation to Bowlby Attachment theory in relation to consumer behavior. The Evolution of Maslow’ s Model & Comparison to Bowlby Attachment Theory As human beings, it is a clear presumption that, in most instances, people have always sought ways to satisfy their basic needs that relate to their immediate survival.
This has involved getting in search of such basic components as foods, house, and clothing. It is important to note that all of these needs are inborn and required by humans for purposes of sustaining life as opposed to just improving it, which means that they are both cognitive and physiological in nature (Ward & Lasen, 2009).
In expounding his consciousness-focused discussion, William James formulated a distinctive model that was later confirmed by Maslow that bases on the notion of individual empirical self on a hierarchical scale of needs amongst human beings. Maslow’ s hierarchy of 5 needs is one theory that can be best used to expound on consumer behavior. In this theory, Maslow ascertains that human being has survival needs that are prioritized given that without them being satisfied they cannot progress to the next immediate need (Ward & Lasen, 2009).
These needs are postulated as physiological in nature. It is important to comprehend the fact that most scholars have over and over again disputed this perception of the conception considering that individuals have the capacity to show desire and look for more a single need at any given period in time and thus, they might prioritize them in different degree (Halkos & Bousinakis, 2010). Taking a closer look at Maslow’ s theory, it can be noted that an individual is set to make efforts to achieve highly-positioned needs as and when the lower-level needs have been consistently and permanently accomplished.
By doing so, these efforts are perceived to be the essential part of an engine that results in individual-based growth and relates to the measure of their immediate measure of morale, which translates to either satisfaction or even dissatisfaction (Halkos & Bousinakis, 2010). Notably, Maslow’ s 5 hierarchical needs help explains how consumers engage in their purchasing and acquisition behaviors.
Figure-1 below shows the five needs and starts from the basic physiological needs in the bottom part to the self-actualization needs at the very top. Figure-1(Source-(Ward & Lasen, 2009) These five needs can further be divided into two unequal sections whereby the first four phases of the table are related to the materialistic aspects while the very last one; self-actualization is concerned with the “ being” notion given that it does not fall under the materialistic level (Ozguner & Ozguner, 2014). While Maslow, at first, developed this theory to show the progression and prioritization of human needs; it was later hijacked by marketers to put much insight into consumer needs.
Kaur (2013, 1063) notes that the theory is seen to be deterministic in its overall nature despite the fact that the marketplace is non-deterministic. Following this line of reasoning, the consumer needs are indeed analyzed, graded and given a priority in a rather prescriptive way since the same people are also perceived to be consumers’ altogether. Markedly, a marketplace is a place where humans are able to play a part in maintaining or even portraying their sense of well-being or wealth.
In this case, and within the marketplace, the human being at hand is the consumer and workers when positioned within a given workplace (Kaur, 2013). Consumerism is a concept that calls for the workplace to provide imminent economic statuses for the worker so that they can effectively play the role of a consumer. In the event that the worker is able to ascertain their needs; it then means that they are a similar person as a consumer (Kaur, 2013).
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