1. Consumer Behaviour and the Decision Making Process
Values present the goals, which guide one's thinking. ... (Zimbardo et al.2009) Self-Transcendence: Needs to further some cause beyond the self Self-Actualization: Needs to fulfill potential, have meaningful goals Esteem: Needs for confidence, sense of worth and competence, self-esteem and respect of others Attachment and Affiliation: Needs to belong, to affiliate, to love and be loved Safety: Needs for security, comfort, tranquility, freedom from fear Biological - Food, Water, Oxygen, Rest, Sexual Expression, Release from Tension I feel that the Maslow's theory is very good and exp...
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