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This document discusses the concept of desire and how it differs from need in consumer behavior. It argues that desire is a qualitatively different phenomenon than need, originating externally rather than internally. Desire is described as overpowering and something we succumb to, while need is anticipated and controlled. The locus of desire is the imagination of possessing the desired object, fueled by advertising and media, rather than any inherent quality of the object itself. Desire is a stronger motiva

Author

TOBY2

Language

EN