Summary: It is remarkable how easily we are influenced based on our environment. Remember when you learned something in a classroom? Outside the classroom you wouldn’t remember for the life of you, but once you are placed in that exact situation — the classroom — you remember exactly what you learned. Humans are truly subjects to the elements around them.
The same goes for advertising and consumers. In order to successfully match the wants and needs to the goods and services we provide, we must be able to connect them in the right situations. If the consumer is thirsty, we must be able to provide a want or need that matches their thirst, or their thirst condition. If the consumer wants to feel like they’re in a group, similar wants and needs must be suggested.