SUNNYVALE, Calif., Apr 09, 2008 (BUSINESS WIRE) — Yahoo! Inc. (Nasdaq:YHOO), a leading global Internet company, announced today that it will begin a limited test of Google Inc.’s AdSense for Search service, which will deliver relevant Google ads alongside Yahoo!’s own search results. The test will apply only to traffic from yahoo.com in the U.S. and will not include Yahoo!’s extended network of affiliate or premium publisher partners. The test is expected to last up to two weeks and will be limited to no more than 3% of Yahoo! search queries. As previously announced, Yahoo!’s board of directors is exploring strategic alternatives to maximize stockholder value, including exploration of potential commercial business arrangements. The Company noted that the testing does not necessarily mean that Yahoo! will join the AdSense for Search program or that any further commercial relationship with Google will result. The Company further stated that it would not comment on the nature or timing of any potential relationship. Source: http://yhoo.client.shareholder.com/press/releasedetail.cfm?ReleaseID=303999 Follow

Shoppers are operating in two modes: transactional or relational. Can you identify which of these motivations is relational and which are transactional? Can you see where they each fit within Maslow’s hierarchy of needs [define]? The forces that influence whether people buy include: Basic Needs - We buy things to fulfill what Maslow describes as the bottom of his hierarchy; things like food and shelter. Convenience - You need something now and will take the easiest or fastest path to get it. Think about the last time you were running out of gas, or were thirsty and found the nearest beverage of choice. This could also be choosing the safe vendor (no one ever gets fired for hiring IBM), purchasing something to increase comfort or efficiency. Replacement - Sometimes you buy because you need to replace old things you have (e.g., clothes that don’t fit or are out-of-date). This could be moving from a VCR to a DVD player. Scarcity - This could be around collectibles or a perceived need that something may run out or have limited availability in the future. Additionally, there’s a hope to gain a return on investment, such as collectible or antiques; anything that accrues value over time. Prestige or Aspirational purchase - Something is purchased for an esteem-related reason or for personal enrichment. Emotional Vacuum - Sometimes you just buy to try to replace things you cannot have and never will. Lower prices - Something you identified earlier as a want is now a lower price than before. Maybe you were browsing for a particular large screen TV and you saw a great summer special. Great Value - When the perceived value substantially exceeds the price of a product or service. This is something you don’t particularly need, you just feel it’s too good a deal to pass up. (Like the stuff they place near the end caps or checkout counters of stores.) Name Recognition - When purchasing a category you’re unfamiliar with, branding plays a big role. Maybe you had to buy diapers for a family member and you reach for Pampers because of you’re familiarity with the brand, even though you don’t have children yourself. Fad or Innovation - Everybody wants the latest and greatest. (iPhone mania.) This could also be when someone mimics their favorite celebrity. Compulsory Purchase - Some external force, like school books, uniforms, or something your boss asked you to do, makes it mandatory. This Follow