Hi, everybody. This is Gatsad. I wanted today to spend a few minutes discussing one of the theories

that any student who has taken a marketing course or a more specialized consumer behavior

course would have certainly come across, and that is a theory that typically falls under

the section on motivational theories. That's Maslow's hierarchy

of needs. What is it that motivates people to do what they do? And specifically in the consumer

context, how can we apply Maslow's hierarchy of needs to consumer behavior? Now, Maslow was a humanist psychologist.

Let me just read you here.

So this is in my original book in 2007,

the evolutionary basis of consumption.

This was an academic book,

so it's a more technical, scientific book,

where I was trying to plant the flag

of how to Darwinize consumer psychology, consumer behavior.

And here I was arguing that we are a consumatory animal.

We don't just consume Coca-Cola and Starbucks, right?

We consume friendships.

We consume religious narratives.

We consume cultures, products of culture,

cultural products, movies, and romance novels,

and literature and art.

And so, you know, most of our purpose of behavior

can be consumatory in one sense or another, and therefore,

...