Innate and Acquired Needs in Developing Promotional
Strategies
Consumer behavior theory explains that human needs can be divided into innate (biogenic)
needs and acquired (psychogenic) needs. Innate needs are basic and physiological in nature,
such as safety, protection, and communication. Acquired needs are learned through social
interaction, culture, and lifestyle, such as status, self-expression, and self-esteem. Successful
promotional strategies consider both types of needs to influence consumer decision-making. The
role of innate and acquired needs in promoting different products is discussed below.
(a) Global Positioning Devices (GPS)
Innate Needs
Global positioning devices address the innate need for safety and security. Humans naturally
want to avoid danger, confusion, and uncertainty while traveling. GPS devices help users
navigate correctly, avoid getting lost, and reach destinations safely.
Acquired Needs
GPS devices also satisfy acquired needs such as confidence, control, and efficiency. Using a
GPS gives users confidence in their travel decisions and helps them manage time effectively.
Use in Promotional Strategy
Promotional messages can focus on safe navigation, stress-free travel, and time-saving benefits,
appealing to both survival needs and psychological comfort.
(b) Sunglasses That Can Be Customized Online
Innate Needs
Customized sunglasses fulfill the innate need for eye protection and physical comfort. They
protect the eyes from harmful UV rays and reduce discomfort caused by bright sunlight.
Acquired Needs
These sunglasses strongly appeal to acquired needs such as self-expression, individuality, and
prestige. Online customization allows consumers to design sunglasses according to their
personal style.
Use in Promotional Strategy
Promotions can highlight both health benefits and fashion appeal by emphasizing UV protection
along with customization options.
(c) Smartphones
Innate Needs
Smartphones meet the innate need for communication and safety. People need to stay
connected with others and access help during emergencies, which smartphones enable.
Acquired Needs
They also satisfy acquired needs such as social belonging, status, self-esteem, and
achievement. Owning a modern smartphone helps users feel connected, updated, and socially
accepted.
Use in Promotional Strategy
Marketing strategies can focus on smart features, social connectivity, productivity, and the status
value of owning advanced smartphones.
For each of the following products, select one level from Maslow’s
hierarchy of human needs. Describe how you would use the need you
selected in promoting the product to a market segment of your
choice. The products are e-readers, expensive shoes, and vacation
homes.
Application of Maslow’s Hierarchy of Needs in Product Promotion
Maslow’s hierarchy of needs shows that human needs move from basic physiological needs to
higher psychological needs. People try to satisfy lower-level needs first, and the most unmet
need motivates behavior. Marketers use this theory to promote products by linking them to
consumers’ dominant needs
Application of Maslow’s Hierarchy of Needs in Product
Promotion
Maslow’s hierarchy of needs explains that human needs are arranged in a hierarchical order,
starting from lower-level physiological (biogenic) needs to higher-level psychological
(psychogenic) needs. According to this theory, individuals attempt to satisfy lower-level needs
before moving to higher-level needs. The lowest unsatisfied need becomes the primary motivator
of behavior. Marketers use this framework to design promotional strategies by linking products
to the dominant needs of target consumers.
(a) E-Readers
Selected Level: Self-Actualization Needs
Self-actualization refers to an individual’s desire to fulfill his or her full potential and achieve
personal growth. E-readers appeal to this highest level of Maslow’s hierarchy because they
provide access to knowledge, learning, and self-development.
Use in Promotion:
E-readers can be promoted as tools that help users read more, learn continuously, and improve
themselves. Advertising messages such as “Grow your mind,” “Unlimited knowledge in your
hands,” or “Be all you can be through reading” appeal directly to self-actualization needs,
especially among students, researchers, and book lovers.
(b) Expensive Shoes
Selected Level: Ego (Esteem) Needs
Ego needs include self-esteem, prestige, status, and recognition from others. Expensive shoes
strongly appeal to outwardly directed ego needs because they symbolize success, social status,
and luxury.
Use in Promotion:
Promotional messages can focus on exclusivity, premium quality, and brand reputation. Showing
successful professionals wearing the shoes helps consumers associate the product with
confidence, achievement, and social recognition.
(c) Vacation Homes
Selected Level: Safety and Security Needs (with overlap of Ego Needs)
According to Maslow, safety and security needs involve stability, protection, and control over
one’s environment. Vacation homes fulfill these needs by offering a secure, stable, and private
place for rest and relaxation. At the same time, they also reflect prestige and success.
Use in Promotion:
Marketing can emphasize a safe, peaceful environment, privacy, and long-term security.
Advertisements may show families enjoying a stable and comfortable lifestyle, appealing to
consumers who seek both security and social status.
Contrast the major characteristics of the following personal ity
theories: (a) Freudian theory, (b) neo-Freudian theory, and (c) trait
theory. In your answer, illustrate how each theory is applied to the
understanding of consumer behavior.
Personality theories help marketers understand the internal and external forces
that influence consumer behavior. Among the major theories used in consumer
behavior are Freudian theory, neo-Freudian theory, and trait theory. Each theory
explains personality from a different perspective and offers unique insights into
how consumers think, feel, and behave.
1. Freudian Theory
Major Characteristics: Focuses on unconscious motives. Personality consists of Id
(basic desires), Ego (reality-oriented), and Superego (moral conscience).
Application in Consumer Behavior: Consumers’ choices are influenced by hidden
desires and emotions. Marketers use symbolism, sex appeal, and emotional messaging in
ads to tap into these unconscious needs.
2. Neo-Freudian Theory
Major Characteristics: Expands Freudian ideas to include social and cultural
influences. Personality is shaped by relationships, social interactions, and group
affiliations.
Application in Consumer Behavior: Consumers buy products to express status,
belonging, and approval. Brands promote social identity, peer acceptance, or lifestyle fit
to appeal to these motives.
3. Trait Theory
Major Characteristics: Focuses on stable and measurable personality traits like
innovativeness, risk-taking, or materialism. Traits are consistent across situations.
Application in Consumer Behavior: Helps marketers predict preferences and
segment consumers. For example, innovative consumers may be targeted with the latest
tech products, while risk-averse consumers may prefer tried-and-tested brands
Find three advertisements that illustrate the needs for order,
achievement, and affection and discuss their effectiveness. (Each
advertisement should depict one of these needs.)
Need for Order / Safety – Grameenphone TV Ad
Description: Grameenphone ads often highlight safe communication, emergency
support, or traffic awareness.
Connection to Need: They target people’s need for safety and order. Consumers want
to avoid risks and feel secure in their daily lives.
Effectiveness in Promotion: The ad conveys that using Grameenphone keeps you
connected and protected, satisfying the safety need.
2️⃣ Need for Achievement / Ego – Samsung or Apple iPhone TV Ad
Description: Samsung or Apple ads often show how their devices enhance creativity,
efficiency, or social status.
Connection to Need: They appeal to ego and achievement needs, as consumers feel
these devices help them succeed and gain recognition.
Effectiveness in Promotion: The ad suggests that using the device makes the consumer
appear modern, successful, and capable, fulfilling the achievement/self-esteem need.
3️⃣ Need for Affection / Social Belonging – Pran TV Ad
Description: Pran ads often show family gatherings, sharing meals, and joyful moments
with loved ones.
Connection to Need: They address the social and affection need, highlighting love,
friendship, and belonging.
Effectiveness in Promotion: The ad makes viewers associate Pran products with
happiness and social connection, satisfying the belongingness/affection need.