Hidden Needs

Definition: Hidden Needs are a set of implicit needs innate in people that can be exploited to persuade consumers.
Packhard, an American journalist, researcher and author, studied how advertisers and political leaders are able to impress their audience by targeting some emotions associated with people needs. According to his theory, this type of persuasion is more effective than that aimed at satisfying the basic needs described by Maslow.
Packhard's 8 Hidden Needs are:
1. Emotional Security
2. Reassurance of Worth
3. Ego Gratification
4. Creative Outlets
5. Love Objects
6. Sense of Power
7. Roots
8. Immortality

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