Maslow’s Theory “We each have a hierarchy of needs that ranges from "lower" to...

Maslow’s Theory

“We each have a hierarchy of needs

that ranges from "lower" to "higher."

As lower needs are fulfilled there is a

tendency for other, higher needs to

emerge.”

Daniels, 2004

Maslow’s Theory

Maslow’s theory maintains that a

person does not feel a higher need

until the needs of the current level

have been satisfied. Maslow's basic

needs are as follows:

Personal Motivation

Consumers will not need or want consumer goods or services that fufil higher levels on the hierarchy without satisfying lower ones. Example: If living in a war torn country,

one has no desire for a social networking site

Esteem

Self-Actualization

Safety

Belonging

Physiological

Physiological Needs

Food

Air

Water

Clothing

Sex

Basic Human Needs

Safety Needs

Protection

Stability

Pain Avoidance

Routine/Order

Safety and Security

Social Needs

Affection

Acceptance

Inclusion

Love and Belonging

Esteem Needs Self-Respect

Self-Esteem

Respected by Others

Esteem

Self-Actualization

Achieve full potential Fulfillment

Marketing and Advertising

As a business – we must learn

how to communicate how our

product or service communicates

to one of these levels of human

needs

Which Need is Being Advertised?