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Unformatted text preview: often the basis for advertising campaigns as they reach consumers at the emotional level. There are three psychogenic needs that provide more insight regarding human behavior: Affection: the need to love and be loved and to form relationships Ego-bolstering: the need to build oneself up in the mind or in the eyes of others, develop self-esteem and desire status Ego-defensive: the need to protect ourselves, our families and our fragile ego. Dr. Abraham Maslow proposed that all human needs can be categorized into a basic hierarchy of needs in which people seek to satisfy needs in an ascending order of importance: biogenic, social, and psychogenic. Although not intended to predict shopping behavior, Maslow's theory helps retailers understand the buying motivations of consumers....
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- Spring '11