To provide a clearer understanding of human behaviour, four models will be
discussed together with marketing applications based on the findings of Kotler (in
Gould, 0000: 00-00). The models of human behaviour discussed below are the
Marshallian economic model, the Pavlovian learning model, the Freudian
psychoanalytical model and the Veblenian social-psychological model. In
addition to these four models, the theory of Maslow's hierarchy of needs will be
discussed to provide a perspective on the importance of understanding the
influence of needs and motivation on consumer behaviour.
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