Maslow’s Theory of Hierarchy of Needs
Needs
- Something that is necessary for an organism to live a healthy life
- Deficiency would cause a clear negative outcome – deficiency or death
- Can be Objective/Physical or Subjective
- Objective needs – food, shelter, sleep
- Subjective needs – affection, acceptance, self-esteem
Ten Fundamental Human Needs
The needs – Meaning
Abraham Maslow
- Professor of Psychology
- Columbia University
- Original thinker
- Predecessors focused on the abnormal and the ill
- Maslow focused on positive qualities of people
Maslow’s Hierarchy of needs
- Proposed in his paper – A Theory of Human Motivation, in 1943
- Focuses on describing the stages of growth in humans
- On study of exemplary people such as Albert Einstein, etc, rather than mentally crippled or mentally ill
The Hierarchal Model
Physiological Needs
Physiological Needs
- Mostly, literal requirements for human survival
- If not met, the human body cannot function
- Metabolic needs – air, water, food, rest
- Clothing, shelter – needed by even animals
- Could be classified as basic animal needs
Safety Needs
Safety Needs
- Once physical needs are met, safety needs take over
- Personal including emotional
- Health and well-being
- Financial, job security
- Safety of property against natural disasters, calamities, wars, etc
- Law & order
Social Needs
Social Needs
- Need to love and be loved
- Need to feel a sense of belonging and acceptance
- Small groups – clubs, office teams, school/college houses
- Large groups – political parties, Sports teams, facebook
Esteem Needs
Esteem Needs
- Need to be respected by others and in turn respect them
- Sense of contribution, to feel self-valued, in profession or hobby
- Lower – respect of others, the need for status, recognition, fame, prestige, and attention
- Higher – self-respect, the need for strength, competence, mastery, self-confidence, independence and freedom
Self Actualization Needs
Self Actualization Needs
- What a man can be, he must be
- Intrinsic growth of what is already in a person
- Growth-motivated rather than deficiency-motivated
- Cannot normally be reached until other lower order needs are met
- Rarely happens – < 1%
- Acceptance of facts, spontaneous, focused on problems outside self, without prejudice
Why do I need to know all this Psychobabble?
Maslow’s Theory in Practice in Management
Products are formed and placed to satisfy a category of needs in marketing as well as advertising
Maslow’s Theory in Marketing/Advertising
- PN – wife/child-abuse help-lines, social security benefits, Samaritans, roadside recovery.
- SN– home security products, insurance, life assurance, schools.
- Esteem Needs– cosmetics, fast cars, home improvements, furniture, fashion clothes, drinks, lifestyle products and services.