Maslow’s Theory “We each have a hierarchy of needs that ranges from "lower" to "higher." As...

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Transcript of Maslow’s Theory “We each have a hierarchy of needs that ranges from "lower" to "higher." As...

Page 1: 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.
Page 2: 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.

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

Page 3: 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.

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:

Page 4: 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.

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

Page 5: 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.

Esteem

Self-Actualization

Safety

Belonging

Physiological

Page 6: 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.

Physiological Needs

Food

Air

Water

Clothing

Sex

Basic Human Needs

Page 7: 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.

Safety Needs

Protection

Stability

Pain Avoidance

Routine/Order

Safety and Security

Page 8: 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.

Social Needs

Affection

Acceptance

Inclusion

Love and Belonging

Page 9: 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.

Esteem Needs Self-Respect

Self-Esteem

Respected by Others

Esteem

Page 10: 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.

Self-Actualization

Achieve full potential Fulfillment

Page 11: 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.

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

Page 12: 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.

Which Need is Being Advertised?

Page 13: 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.
Page 14: 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.
Page 15: 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.

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