Douwe Egberts, Nescafé, Illy, Nestlé and Starbucks. These are different brands that offer the same product, namely coffee. Each of these brands also has its own advertising campaign. Who doesn't know George Clooney from Nespresso commercials? What influence do these advertisements have on consumers? Do these create consumer needs? What role does the government play? In response to these questions, the statement is as follows: Consumer “needs” are created. I will address this statement from the government's perspective. In my opinion, consumer needs are not created. First of all I will explain my opinion based on some theory. “Needs” are basic human needs, such as food and drink (Kotler & Keller, 2012). The primary need for drinks already existed. However, due to the numerous advertising campaigns, it is questionable whether consumers still know how to satisfy their "craving" for coffee. “Wants” are basic needs translated into real products (Kotler & Keller, 2012). In my opinion the government does not play an important role in this story. Economics revolves around supply and demand, the consumer and the producer. When there are too many advertisements, “consumer resistance” occurs. Consumers will resist advertising because there is simply too much of it (Kotler & Keller, 2012). The manufacturer will then adapt its marketing strategy to provide the consumer with information on how to satisfy their “wants” (Rumbo, 2002). The consumer gives priority to his needs. This is described by Maslow's theory. His theory organizes needs based on a pyramid shape. You reach a higher level in your pyramid when the needs of lower levels are met...... middle of paper ......hnica: http://arstechnica.com/apple/2008/01/the -truth - about-the-iphonessales-Kotler, P., & Keller, K. L. (2012). A framework for marketing management. Essex: Pearson Education Limited.Maslow, A.H. (1943, November). A theory of human motivation. Journal of Marketing Research (JMR), 370-396.Peters, J. (2007, June 29). The long-awaited iPhone will go on sale. Retrieved March 10, 2014, from The New York Times: http://www.nytimes.com/2007/06/29/technology/29cnd-phone.html?_r=0Rezabakhsh, B., Bornemann, D., Hansen, U. , & Schrader, U. (2006). Consumer Power: A Comparison of the Old Economy and the Internet Economy. Journal of Consumer Policy, 3-36.Rumbo, J. D. (2002). Consumer resistance in a world of advertising confusion: the case of Adbusters. Psychology and marketing, pp. 127–148. Yuan, L. and Tam, P.-W. (2007). Apple Storm's cell phone field. The Wall Street Journal, p. 1.