Need for Emotional Security, People worry about their safety even when there's no rational reason to. Advertisers sell reassurance — the feeling that their product will keep you and your loved ones safe., Need for Self-Worth, Everyone needs to feel valued. Advertisers appeal to this by linking their product to celebrities, prestige, or the pride of doing an important role well., Need for Creative Outlets, Even non-artists want to express themselves. Advertisers sell products that can be personalised, customised, or 'completed' by the buyer so the consumer feels like a creator., Need for Love Objects, Everyone needs something or someone to love. Advertisers include symbols of love — gifts, rings, pets, holidays — to sell both the chance to express love and the chance to be loved., Need for Roots, Roots are part of identity. Advertisers link products to nation, family, religion, or tradition so buying the product feels like affirming who you are and where you come from.

Packard's theory

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