‘Needs’ and ‘Wants’ in Marketing Literature: Pedagogical Difficulties
Conference paper
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Abstract
The diversified definitions of "needs" and "wants" in marketing textbooks are compared in terms of similarities and differences. The two themes that emerge from this chronicle include the notion that both constructs represent a discrepancy between actual and desired states and that needs and wants differ in various cultural environments.
Keywords
Consumer Behavior Fundamental Requirement Product Class American Market Association Broad Dimension
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© The Academy of Marketing Science 2015