Your friend has not yet studied the textbook chapter on Consumer Behavior and has asked you to summarize and define the various psychological factors that influence consumers, i.e., needs and motives, perception, attitudes, learning, and self-concept. You tell her what you remember, but you get one thing wrong. Which one of the following statements is incorrect? Self-concept is the meaning a person attributes to incoming stimuli gathered through the five senses of sight, hearing, touch, taste; and smell.. Attitudes are enduring favorable or unfavorable evaluations, emotions, or tendencies toward an object or idea. Maslow's hierarchy of needs progresses from lower-level needs (such as physiological and safety needs) to higher-level needs (such as belongingness, esteem, and self-actualization). A person must at least partially satisfy lower-level needs before higher-level needs can affect behavior. Individual purchase behavior is driven by the motivation to fill a perceived need, which is defined as an imbalance between a consumer's actual and desired states. In a marketing context, learning refers to immediate or expected changes in consumer behavior as a result of experience.