MASLOWS HIERARCHY OF NEEDS

Maslows 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

Maslows Theory
Maslows 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

Sex

Physiological Needs

Safety and Security

Protection

Stability
Pain Avoidance Routine/Order

Safety Needs

Love and Belonging

Affection Acceptance Inclusion

Social Needs

Esteem
Esteem Needs

Self-Respect

Self-Esteem
Respected by Others

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?