| A | B |
|---|
| need for sex | used by only 2% of ads, may detract from product |
| need for affiliation | if you use this product, you will make more friends; or the opposite,using a product or not using it may affect the number of friends |
| need to nurture | an appeal to your maternal or paternal instincts; often uses a puppy, kitten, or child |
| need for guidance | uses an authority figure such as Betty Crocker |
| need to aggress | satisfies a "get even" urge |
| need to achieve | strong product identification with winning; often uses sports figures |
| need to dominate | gives consumer a feeling of being powerful |
| need for prominence | satisfies consumer who wants to be respected and admired |
| need for attention | consumers who want to be noticed |
| need for autonomy | no one wants to be considered ordinary; people like to think of themselves as "a breed apart" |
| need to escape | the idea of escape is appealing |
| need to feel safe | Banks and insurance companies use this appeal to our need to feel secure |
| need for aesthetic sensations | Dance and art (beauty) attracts us |
| need to satisfy curiosity | Uses numbers and diagrams to make choices seem scientific |
| physiological needs | need to sleep, eat, or drink; ads for pizza appeal to this need |
