Consumer Behavior

Three types of needs are biological needs, utilitarian needs and hedonic needs. Biologic needs are those needed to sustain life (shelter, food, water). Utilitarian needs are those that "emphasize the objective, tangible attributes of products" (Miller, 2010). These are practical products that provide a specific function (toiletries, clothes, pots and pans). A third type of need is hedonic needs, and these are products that are "subjective and experiential" (Ibid). These are products that we buy because we enjoy them, and derive pleasure from their use. Some products can combine attributes -- such as paying more for better clothes because we like them.

Aisner and Fournier (1999) outline the concept of brand relationships. These are one-way sentiments that a consumer has with respect to a brand, and perhaps the relationship also consists of attributes in the brand that reflect back on the consumer as a mirror. A meek accountant...
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