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4a. Maslow's Hierarchy of Needs

Maslow's hierarchy of needs proposes that people are motivated to fulfill basic physiological needs before moving on to other, more advanced needs. The hierarchy consists of five levels from basic to complex: physiological needs, safety needs, love and belonging needs, esteem needs, and self-actualization needs. According to Maslow's theory, lower level needs must be satisfied before individuals can attend to needs higher up in the hierarchy.

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144 views15 pages

4a. Maslow's Hierarchy of Needs

Maslow's hierarchy of needs proposes that people are motivated to fulfill basic physiological needs before moving on to other, more advanced needs. The hierarchy consists of five levels from basic to complex: physiological needs, safety needs, love and belonging needs, esteem needs, and self-actualization needs. According to Maslow's theory, lower level needs must be satisfied before individuals can attend to needs higher up in the hierarchy.

Uploaded by

lyj1017
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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MASLOWS HIERARCHY OF NEEDS

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

Stability
Pain Avoidance Routine/Order

Safety Needs

Love and Belonging


Affection Acceptance Inclusion

Social Needs

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?

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