MASLOWS HIERARCHY OF NEEDS Maslows Theory We each

MASLOW’S HIERARCHY OF NEEDS

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

Self-Actualization Esteem Belonging Safety Physiological

Basic Human Needs Food Air Water Clothing Physiological Needs

Safety and Security Safety Needs u Protection u Stability u Pain Avoidance u Routine/Order

Love and Belonging Social Needs u Affection u Acceptance u Inclusion

Esteem Needs u Self-Respect u Self-Esteem u Respected by Others

Self-Actualization u u 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?