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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