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8/3/2019 CB PRESRNTATION

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faryal


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Introduction

We each have a hierarchy of needsthat ranges from "lower" to "higher."

As lower needs are fulfilled there is atendency for other, higher needs toemerge.


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Topics of Discussion

Maslows theory maintains that a

person does not feel a higher need

until the needs of the current levelhave been satisfied. Maslow's basicneeds are as follows:


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Egoistic

Self-Actualization

Safety

Social

Physiological

Summary


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PhysiologicalNeeds

Food

Air

Water

Shelter

Sex

Basic Human Needs


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Real Life

Physiological needs are the first and mostbasic level of human needs

They are dominant when chronicallyunsatisfied.


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Safety Needs

Protection

Stability

Order

Safety and Security


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What This Means

After the first level of need is satisfied,safety and security needs become thedriving force behind an individual behavior.

Health and availability of health care aremore important concerns.


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Social Needs

Affection

Friendship

Belonging

Acceptanc

e

Love and Belonging


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People seek warm and satisfying humanrelationships with other people and aremotivated by love for their families.

Advertisers of many product categoriesemphasize this appeal in theiradvertisements.


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Egoistic Needs Prestige

Self-Esteem

Status

Esteem


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When social needs are more or lesssatisfied, the fourth level becomeoperative.

Egoistic need can be an outward or aninward or both.


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Next Steps

Inwardly directed ego needs reflect an

individuals need for self-acceptance, selfesteem, success, independence, and

personal satisfaction with a job well done.

Outwardly directed ego needs include theneeds for prestige, reputation, status, and

recognition from others.


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Self-Actualization

Achieve fullpotential

Fulfillment


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Most people do not satisfy their ego needssufficiently to ever move to the fifth level

An individuals desire to fulfill his or her

potentialto become everything he or sheis capable of becoming .


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Higher-order needs become the drivingforce behind human behavior as lower-level are satisfied.

The theory says, in effect, thatdissatisfaction, not satisfaction ,motivatesbehavior.


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The major problem with the theory is that itcannot be tested empirically; there is noway to measure precisely how satisfied

one level of need must be before the nexthigher need becomes operative.

The need hierarchy also appears to bevery closely related to American culture(i.e. it appears to be both culture and timebound)


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Despite these limitations, the hierarchyoffers a highly useful framework formarketers

It is adaptable in two ways; first it enablesmarketers to focus their advertisingappeals on an need level that is likely tobe shared by a large segment of the targetaudience; second, it facilitates productpositing or repositioning

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