Montana Mountain Biking

ACQUIRED NEEDS:

A theory proposed by David McClelland that describes how a person's life experiences changes individual needs over time. Classified into three groups; achievement, affiliation or power, these needs are shaped by the experiences of the individual. In his Acquired Needs Theory, McClelland proposes each person falls into one of these three categories based on their own personal preference and in relation to personal experiences.

Acquired needs are needs that we learn in response to our culture or environment. These may include needs for self esteem, prestige, affection, power and learning. Because acquired needs are psychological, they are considered as secondary needs or motives. These type of needs result from the individual’s subjective psychological state and from relationships with others. Motives or needs can be both positive and negative direction. Consumers may feel a driving force towards some object or condition or a driving force away some objects or conditions.
To get the acquired needs theory in effect NESCAFE uses persuasive advertising, so that they can persuade consumers to buy their products. An example of an advertisement where acquired needs theory can be used:

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The above advertisement was used by Nescafe to persuade consumers to buy coffee from them and start working at their workplace. So, for this particular campaign their target market might be young adults to middle aged men. Therefore, they used a Bangladeshi Model. As a result by using these types of advertisements a motive might develop within consumers that they must drink coffee and get motivation at their work. The following TVC we can see a cartoonist lose his job but Nescafe get him motivated it response the cultural environment. The whole concept of this TVC is Nescafe get motivated people to do something new and it’s gave them that energy to start something new make them self-made gave them power to do something innovative. As a result Nescafe are trying to use advertisements to persuade consumers into action. For example, they might be using different type of campaigns before different perspective. So they can develop a certain need within their consumers that they must buy this product for themselves.