Terry Petch is launching a new brand of Beer called The Sour Seed into the Ontario market. It is a crowded field in the craft beer category, but it is made with Crabapples and there is no other product that has this tart (sour) but sweeter taste profile in the market. He is launching this in a 473ml size can in this market segment ranges from $2.25 to $3.50. He has just hired you as the new brand manager and he wants your help in answering the following questions.

Consumer Behaviour In developing a new advertising campaign to launch the brand, Terry is trying to think about where he should focus his creative development of the ad based on Maslows Hierarchy of Needs

Q) What would you say to Terry is the difference between the social state and the esteem state. Also what state he should he focus on and why?