Assumed the psychological forces shaping people’s behavior are largely unconscious, and that a person cannot fully understand his or her own motivations.

Sought to explain why people are driven by particular needs at particular times. His answer is that human needs are arranged in a hierarchy from most to least pressing—physiological needs, safety needs, social needs, esteem needs, and self-actualization needs.

Developed a two-factor theory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction). The absence of dissatisfiers is not enough to motivate a purchase; satisfiers must be present. For
example, a computer that does not come with a warranty would be a dissatisfier. Yet the presence of a product warranty would not act as a satisfier or motivator of a purchase, because it is not a source of intrinsic satisfaction.

Perception: select, organize and interpret information

Selective Distortion: interpret info according to our thoughts

Selective retention: retain good points or bad about a product/service

Selective perception: engagement and thoughts. Subliminal perception.