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

Safety Needs

Stability

Pain
Avoidance

Routine/Order

Love and
Belonging
Affection
Social Needs

Acceptance

Inclusion

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?