Consumer behavior was explored in this chapter in terms of the hierarchy of needs concept developed by Abraham Maslow. Marketers are very aware of this need hierarchy and devise their promotional campaigns to appeal to one or more of these human needs. Research Toyota's promotional messages and examine which hierarchy needs are targeted.

You may gather print advertisements, sales brochures, or other literature, visit the website, and record television commercials. Examine the materials and determine which of the consumer needs are being targeted in the appeal. As marketing is visual by nature, be sure to include the illustration of your analysis.

Questions

1. Which of the needs is the most commonly appealed to in the promotional campaigns analyzed? Why?

2. Do you think the campaigns are effective? Could the company appeal to another need within the hierarchy?

3. Do you think the consumers who are subjected to the campaigns realize that they are designed to appeal to a basic need? Explain.

4. Could you give references in an APA format for sources?