Needs and Wants I want a nice designer handbag that I can carry to work. But do I really need a designer handbag? How is what I Need different from what I Want? Need: Condition required for human life • Physical/Biological: Oxygen, water, food, stimulation, activity, rest, physical safety • Psychological: Security, pleasure, comfort, identity, self-esteem, achievement • Social: Affiliation, intimacy, acceptance, community Want: What we prefer to have For example, I want a nice designer handbag that I can carry to work. But essentially, apart from a bag that can hold my keys, wallet, and cell phone, what I need is self-esteem, achievement (“I have earned enough to afford designer handbags now!”), social recognition and affiliation (“Many of my colleagues have designer handbags, and I want one too”). Purchasing a designer handbag may not be a bad way to meet these needs, but it is not the only way. Can you think of other ways to satisfy self-esteem, achi