Maslow's hierarchy of needs
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Maslow's hierarchy of needs is a theory that proposes human needs are arranged in a hierarchy. The lowest level needs must be met before higher level needs can be fulfilled. Physiological needs like food, water, shelter are the most basic. Safety needs, social needs, esteem needs, and self-actualization needs are higher level needs that can only be addressed once lower level needs are satisfied. The document provides examples of how advertising targets different levels of needs to sell various products and services.
Maslow's hierarchy of needs
- 2. INTRODUCTION Abraham Maslow sought to explain why people are driven by particular needs at particular times. His answer is that human needs are arranged in a hierarchy from most to least processing. People will try to satisfy their most important needs first. When a person succeeds in satisfying an important need, he will then try to satisfy the next important need.
- 3. For e.g. A poor man (need 1) will not take an interest in latest happening in the art work (need 5), nor in how he is view by others (need 3 or 4), nor even in whether he is breathing clean air (need 2); but when he has enough food & water, the next most important need will become main.
- 9. Physiological Needs Physiological needs are those required to sustain life, such as: • Air • Water • Food • Sleep According to Maslow's theory, if these fundamental needs are not satisfied then one will surely be motivated to satisfy them. Higher needs such as social needs and esteem are not recognized until one satisfies the needs basic to existence. E.g. Mobile- in metro city, any product for growing newbornJohnson & Johnson
- 10. Safety Needs Once physiological needs are met, one's attention turns to safety and security in order to be free from the threat of physical and emotional harm. Such needs might be fulfilled by: • Living in a safe area • Medical insurance • Job security • Financial reserves According to the Maslow hierarchy, if a person feels threatened, needs further up the pyramid will not receive attention until that need has been resolved. e.g. 1RK Flat for just married couple. Helmet, Medicines, Basic Mobile- on Kids watch, TOP security guard for home, PCI Pest control
- 11. Social Needs Once a person has met the lower level physiological and safety needs, higher level needs awaken. The first level of higher level needs are social needs. Social needs are those related to interaction with others and may include: • Friendship • Belonging to a group • Giving and receiving love E.g. Archies products, Gadgets with skype, netphone appln, Parker Pen, Magzines, Linkedin
- 12. Esteem Needs Once a person feels a sense of "belonging", the need to feel important arises. Esteem needs may be classified as internal or external. Internal esteem needs are those related to self-esteem such as self respect and achievement. External esteem needs are those such as social status and recognition. Some esteem needs are: • Self-respect • Achievement • Attention • Recognition • Reputation E.g. Highly Expensive Products-Rolex, Mercedes, world tour with cogs & kings, Phillips-55’’ 3D TV, living in Hiranandani
- 13. Self-Actualization Self-actualization is the summit of Maslow's hierarchy of needs. It is the quest of reaching one's full potential as a person. Unlike lower level needs, this need is never fully satisfied; as one grows psychologically there are always new opportunities to continue to grow. Self-actualized people tend to have needs such as: • Truth • Justice • Wisdom • Meaning
- 14. EXAMPLES ON HoN The most obvious example of HoN ‘in action’ is in advertising Biological and Physiological needs - wife/child-abuse helplines, social security benefits, roadside recovery Safety needs - home security products (alarms, etc), house and contents insurance, life assurance, schools Belongingness and Love needs - dating and match-making services, chat-lines, clubs and membership societies Esteem needs - cosmetics, fast cars, home improvements, furniture, fashion clothes, drinks, lifestyle products and services Self-Actualization needs – The need for challenging jobs, need for highest level of promotion comes, peak experience through more aware of the truth, justice.
- 15. Maslows Hierarchy of Needs by Brenda M. Doming
- 16. THANK YOU