False Needs Analysis
MBM 401 assigment 1
Consumer Behavior: false needs
Qianqian He S126451
Vytautas Kubolis S126452
Ziyin Qin S126453
27.Sept.2012
Definition of false needs
Hoyer and Macinnis define the need as an internal state of tension caused by disequilibrium from an ideal/desired physical or psychological state. This tension leads to some outcomes that are necessary to serve the need. In other perspective, needs lead to certain goals which can be described as an outcome that one would like to achieve. It is hard to distinguish needs from wants because the line between these two is not clear. In order to survive, humans only need a certain amount of products and services or basic needs, whereas everything else could be defined as a want. However, depending on different social, economic and cultural status and personal beliefs, values, lifestyle the needs can differ as the importance of other than basic needs increases. What is more, different goals might be set in order to satisfy the same needs and different products or services might represent the same need.
With the development of marketing, the “seller 's market” has transferred to “buyer 's market”. In old days, customers’ needs decided what the market looks like; however, nowadays, large proportion of market is organized by the marketers. In brief, it’s “customers should buy what we offered”. As a result, false needs appear. Marcuse describes false needs as, “needs that are superimposed upon the individual by particular social interests in his repression: the needs that perpetuate toil, aggressiveness, misery, and injustice” (Marcuse 5). He hold the critical views that the satisfaction of false needs might make the individual “euphoria in unhappiness” since the needs are predetermined and controlled by external forces but rather imposed upon him/her as satisfactory.
False needs form in the shadows, when customers are not really conscious of the process. Marketers creating false needs and selling the products
Consumer Behavior: false needs
Qianqian He S126451
Vytautas Kubolis S126452
Ziyin Qin S126453
27.Sept.2012
Definition of false needs
Hoyer and Macinnis define the need as an internal state of tension caused by disequilibrium from an ideal/desired physical or psychological state. This tension leads to some outcomes that are necessary to serve the need. In other perspective, needs lead to certain goals which can be described as an outcome that one would like to achieve. It is hard to distinguish needs from wants because the line between these two is not clear. In order to survive, humans only need a certain amount of products and services or basic needs, whereas everything else could be defined as a want. However, depending on different social, economic and cultural status and personal beliefs, values, lifestyle the needs can differ as the importance of other than basic needs increases. What is more, different goals might be set in order to satisfy the same needs and different products or services might represent the same need.
With the development of marketing, the “seller 's market” has transferred to “buyer 's market”. In old days, customers’ needs decided what the market looks like; however, nowadays, large proportion of market is organized by the marketers. In brief, it’s “customers should buy what we offered”. As a result, false needs appear. Marcuse describes false needs as, “needs that are superimposed upon the individual by particular social interests in his repression: the needs that perpetuate toil, aggressiveness, misery, and injustice” (Marcuse 5). He hold the critical views that the satisfaction of false needs might make the individual “euphoria in unhappiness” since the needs are predetermined and controlled by external forces but rather imposed upon him/her as satisfactory.
False needs form in the shadows, when customers are not really conscious of the process. Marketers creating false needs and selling the products
References: Craft, V. (2009) “False Needs, False Wants, and False Freedom: One-Dimensionality and False Autonomy”, Avaliable from the Internet: <http://voices.yahoo.com/false-needs-false-wants-false-freedom-5155745.html> Hoyer, W., Macinnis, D. (2008) “Consumer Behavior”, Cengage Learning, 5th ed, 44-60. Kellner, D. (1984) “Herbert Marcuse and the Crisis of Marxism”, London and Berkeley: Macmillan and University of California Press Wiki Encyclopedia, (2012) “Marketing management”, Avaliable from the Internet: <http://en.wikipedia.org/wiki/Marketing_management>