Basic Needs Drive Consumer Behavior

One of my favorite subjects in college was psychology.  I was fascinated by the research which tried to explain why people did what they did, how they processed information, made decisions, learned from their mistakes.  I never tired of reading conflicting arguments about  nature vs nurture, and how these two elements drove human behavior.   It is not surprise, when I went on to study marketing in grad school, it was the course in Consumer Behavior which intrigued me the most. My  professor, Dr. Thomas Reynolds had published a series of papers advancing the theory that every decision...