A need is defined as "a state of felt deprivation in a person" (Kotler, Chandler, Gibbs, & McColl 1989, p. 4). This refers to a general feeling of needing something. This can include needing physical items such as food, clothing, a place to live, or a mode of transport. It can also refer to a more psychological need such as a need to fit in and feel accepted, a need to express oneself, or a need to feel loved and valued. .

             A want is defined as "the form human needs take as shaped by culture and individual personality" (Kotler, Chandler, Gibbs, & McColl 1989, p. 5). This refers to the specific item that a person wants to fill a certain general need. For example, a general need for clothing may result in an individual wanting a certain pair of jeans and a certain jumper. As another example, a general need for food may result in an individual wanting to have dinner in a specific restaurant. For a psychological need such as the general need to fit in, an individual might want a certain brand of shoes that are considered fashionable.

             One of the main differences between wants and needs is that needs refers to a general desire, while wants refers to a specific desire. For example, I need a way to get to work each day is a general desire, while I need a BMW is a specific need. Another important point is that general needs can be satisfied in various ways. For example, an individual needing to get to work each day could buy a BMW, a Suzuki motorcycle, a Dunlop bicycle, or an annual pass for public transport. The related feature of wants is that people can be influenced to accept different items to fulfill a need. For example, if a person has a need for food, this need cannot be influenced. However, the individual can be influenced into selecting a specific product to fulfill that need, such as a Big Mac, a Subway Sandwich, or a meal in a certain restaurant.

             Satisfied Needs and Motivation.