Abstract
The diversified definitions of "needs" and "wants" in marketing textbooks are compared in terms of similarities and differences. The two themes that emerge from this chronicle include the notion that both constructs represent a discrepancy between actual and desired states and that needs and wants differ in various cultural environments.
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Roberts, S.D., Dant, R.P., Lim, C.L. (2015). ‘Needs’ and ‘Wants’ in Marketing Literature: Pedagogical Difficulties. In: Dunlap, B. (eds) Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13254-9_52
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DOI: https://doi.org/10.1007/978-3-319-13254-9_52
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