Class Project Pair up with someone. Next, identify two purchase situations, one high-involvement (e.g., new running shoes, clothes, cars) and one low-involvement (e.g., fast food, ink pens, soft drinks), which the person has some experience with.
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"Assume that you are in the market for _________. What factors do you consider when you are deciding what brand of _______ to buy for yourself?”
"What two factors are most important to you in making your decision?“
"Why is ________ important to you?" Or, "What does ________ give you?"
5.Self-actualization: This involves the desire for self- fulfillment, to become all that one is capable of becoming.
4.Esteem: Desires for status, superiority, self-respect, and prestige are examples of esteem needs. These needs relate to the individual’s feelings of usefulness and accomplishment.
3.Belongingness: Belongingness motives are reflected in a desire for love, friendship, affiliation, and group acceptance.
2.Safety: Feeling physical safety and security, stability, familiar surroundings, and so forth are manifestations of safety needs. They are aroused after physiological motives are minimally satisfied, and before other motives.
1.Physiological: Food, water, sleep, and to a limited extent, sex, are physiological motives. Unless they are minimally satisfied, other motives are not activated.