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Abraham Maslow American Psychologist
from the 1950’s
He developed a theory of human behaviour to explain why we behave the way we do
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Maslow’s Theory
He explored the different causes for human actions—he called these NEEDS
He said we satisfy our needs according to a
HIERARCHY (pyramid), which follows a ranked order
He said that people are motivated to satisfy their most basic PHYSICAL NEEDS first
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Maslow’s Theory
He also said, only once our basic Physical Needs are met, will people be motivated by their higher needs for:
safety, love, respect and
self-fulfillment
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Maslow’s Theory
Consider the survivors of Hurricane Katrina
Why do we follow this order?
Their most immediate concern would be
SURVIVAL!
They needed clean drinking water, basic food and
shelter from the storm.
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Maslow’s Theory
Individuals & the police then turned their attention to maintaining control & SAFETY
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Maslow’s Theory
After the lower level needs are satisfied… basic needs & safety, people will become concerned with higher level needs such as SOCIAL/BELONGING needs & ESTEEM needs.
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Maslow’s Theory Applied to MARKETING
• Maslow’s theory is useful to marketers and advertisers of products that are WANTS
• They will attempt to appeal to our motivation to “fit in” or to “be admired” or to “reach our potential”
• These are the higher levels in the pyramid
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Basic need for fresh water, fresh air, medicine, and BASIC food,
shelter & clothing
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Need for personal security in a family & society
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Need to belong, desire to FIT IN, have friends & be loved
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Need to stand out and above others—status, recognition, attention & dominance
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Need for personal growth
Desire to be the best you
can be
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Applying Maslow’s Theory
LET’S LOOK AT SOME REAL LIFE EXAMPLES
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Applying Maslow’s Theory
Using Maslow’s Theory, it is possible that the same general “consumer good” could fit at several different levels on the pyramid.
Let’s use FOOTWEAR as an example
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B
BASIC…Value Village, Thrift Shop, Wal-Mart
Insulated boots, steel toes, orthodic
TRENDY…Nike, Sketchers, DC, Converse
EXPENSIVE DESIGNER…Coach, Gucci, Jimmy Choo
“no sweatshop”, no leather (animal rights), special design for marathon runners…
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B
GROUP ACTIVITY• You will be given 30 product
cards for food, clothing and automobiles
• You are to analyze the items and determine which of Maslow’s 5 levels they fit with the best
• Each level of need will have 2 food, 2 clothing and 2 automobile cards
• Decide as a group how the cards should be organized
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B
INDIVIDUAL ASSIGNMENT• Choose ONE PRODUCT TYPE (other than the examples
used in class) as a starting point
Some suggestions: cell phone, vehicle, food/restaurants, clothing…
• Draw and label the 5 steps of Maslow’s Pyramid AND add an appropriate title
• Using the footwear example as a guide, list specific products, product models & features, brands &/or stores that would fit at each of the levels for your product choice
Think! Think! Think! Don’t stop at the 1st idea you come up with.
The more examples at each level, the better.
• In a neat & organized way, place each of your examples with the appropriate level