Maslow's hierarchy of needs show the various needs a consumer seeks to fulfill in the purchasing decision. As discussed in class, individual consumers will weigh certain needs much more heavily than other needs, depending on the product they seek to purchase. When in the market for luxury vehicles, it would be expected that advertisements focus their attention on the social, esteem, and self-actualization needs of their consumers. While this is typically the case, Acura targeted a separate aspect of Maslow's hierarchy: the safety needs of their target audience. This commercial includes 8 of Acura's luxury brand competitors, emphasizes the difficulty in deciding between them, and then uses their own superior safety ratings to set themselves apart.
Daniel Dutton - Section G