Want
DESCRIPTION
A personal feeling of desire for something.
A personal feeling of desire for something.
KEY INSIGHTS
Beyond the many needs of individuals (see need), individuals also have many wants, which may include, for example, favorite foods, stylish clothes, and internet connectivity. While the nature and scope of wants clearly varies from individual to individual, it can also be said that most individuals have an insatiable appetite for wants. Because most individuals are restricted in their ability to obtain their wants as a result of personal resource limitations, individuals must ultimately prioritize their wants. That which a consumer wants may, of course, be influenced by any number of factors, including the values, attitudes, and behaviors of family, friends, and individuals in broader society. As such, much of marketing is aimed at understanding the various factors influencing the strength of consumer wants and developing appropriate marketing approaches in response.
Beyond the many needs of individuals (see need), individuals also have many wants, which may include, for example, favorite foods, stylish clothes, and internet connectivity. While the nature and scope of wants clearly varies from individual to individual, it can also be said that most individuals have an insatiable appetite for wants. Because most individuals are restricted in their ability to obtain their wants as a result of personal resource limitations, individuals must ultimately prioritize their wants. That which a consumer wants may, of course, be influenced by any number of factors, including the values, attitudes, and behaviors of family, friends, and individuals in broader society. As such, much of marketing is aimed at understanding the various factors influencing the strength of consumer wants and developing appropriate marketing approaches in response.
KEYWORD Desire
IMPLICATIONS
A significant part of marketing involves the identification of consumer wants and the factors that influence such wants. Building on such knowledge is often considered to be essential in developing effective marketing strategies and tactics for the provision of any offering that is to be the focus of an individual’s desire.
A significant part of marketing involves the identification of consumer wants and the factors that influence such wants. Building on such knowledge is often considered to be essential in developing effective marketing strategies and tactics for the provision of any offering that is to be the focus of an individual’s desire.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Firat, A. F., and Shultz, C. J. (1997). ‘From Segmentation to Fragmentation: Markets and Marketing Strategy in the Postmodern Era II,’ European Journal of Marketing, 31(3–4), 183–207.
Firat, A. F., and Shultz, C. J. (1997). ‘From Segmentation to Fragmentation: Markets and Marketing Strategy in the Postmodern Era II,’ European Journal of Marketing, 31(3–4), 183–207.
Services Marketing
Pieters, R., Bottschen, G., and Thelen, E. (1998). ‘Customer Desire Expectations about Service Employees: An Analysis of Hierarchical Relations,’ Psychology and Marketing, 15(8), 755–774.
Pieters, R., Bottschen, G., and Thelen, E. (1998). ‘Customer Desire Expectations about Service Employees: An Analysis of Hierarchical Relations,’ Psychology and Marketing, 15(8), 755–774.
Consumer Behavior
Cross, G. (2002). ‘Valves of Desire: A Historian’s Perspective on Parents, Children, and Marketing,’ Journal of Consumer Research, 29, December, 441–447.
Cross, G. (2002). ‘Valves of Desire: A Historian’s Perspective on Parents, Children, and Marketing,’ Journal of Consumer Research, 29, December, 441–447.
Social Marketing
O’Shaughnessy, J., and O’Shaughnessy, N. J. (2002). ‘Marketing, the Consumer Society and Hedonism,’ European Journal of Marketing, 36(5–6), 524–547.
O’Shaughnessy, J., and O’Shaughnessy, N. J. (2002). ‘Marketing, the Consumer Society and Hedonism,’ European Journal of Marketing, 36(5–6), 524–547.
BIBLIOGRAPHY
Gagnier, Regenia (2000). The Insatiability of Human Wants: Economics and Aesthetics in Market Society. Chicago: University of Chicago Press.
Gagnier, Regenia (2000). The Insatiability of Human Wants: Economics and Aesthetics in Market Society. Chicago: University of Chicago Press.