A consumer's behaviour often fulfils more than one need. In fact, goals are usually selected because they fulfil several needs. However, there is one overriding need that initiates behaviour, and it is called the:
A) primary need.
B) prepotent need.
C) dominant need.
D) approach goal.

Question

Quizplus · Accepted Answer

The prepotent need is the one that is strongest and takes priority over other needs, initiating behaviour. It is also sometimes referred to as the dominant need. Therefore, options A, C and D are incorrect.

A Consumer's Behaviour Often Fulfils More Than One Need