Maslows need hierarchy theory
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Maslow’s Need Hierarchy Theory, proposed by psychologist Abraham Maslow in 1943, categorizes human needs into five hierarchical stages: physiological, safety, social, esteem, and self-actualization. Each level must be satisfied before individuals can achieve higher needs, with self-actualization representing the drive to reach one's full potential. The theory highlights that motivations are influenced by unmet needs, impacting behaviors and decision-making.
Maslows need hierarchy theory
- 2. MASLOW’S NEED HIERARCHY THEORY • In his influential paper of 1943, A Theory of Human Motivation, the American psychologist Abraham Maslow proposed that healthy human beings have a certain number of needs, and that these needs are arranged in a hierarchy. The hierarchy consist of five stages.
- 5. 1. PHYSIOLOGICAL NEEDS: • These are important needs for sustaining the human life like Air, Food, water, warmth, shelter, sleep etc. • Maslow was of an opinion that until these needs were satisfied, no other motivating factors can work. • Air, food, and water, are the most important things to sustain our physical bodies. • A salesman selling water purifier could talk about the bad effects of drinking contaminated water. In this way he tries to fulfill the physiological needs of the customer.
- 6. 2. SECURITY OR SAFETY NEEDS: • Safety needs are the second level in the hierarchy and • Contain the needs such as personal/financial security, health/well- being, as well as needing safety against accidents and illnesses. • When an insurance agent talks about the customer who is injured or died in an accident, he creates a fear about safety in the mind of the prospect. • In the same way, in an advertisement of car nowadays, they talk more about safety features rather than the luxury features to fulfill the safety needs of the customer.
- 7. 3. SOCIAL NEEDS: • Since people are social beings, they have a feeling of belongingness with one another. • People try to satisfy their need for love, affection, acceptance and friendship. • People through social media platforms like Facebook, Instagram, WhatsApp etc. are connected with their friends, family and relatives and fulfill social needs. • A salesperson could sell greeting cards, holiday packages etc. to satisfy social needs of people.
- 8. 4. ESTEEM NEEDS: • Esteem level includes need for status, recognition, attention, expertise over something. • Failure to achieve an adequate level of self-esteem often leads to an inferiority complex. • People’s professions and hobbies often reflect this need to gain recognition. People also try to maximize their self-esteem by wearing branded clothes, by owning luxury cars and watches etc. • By offering a luxury product or experience, marketers and salespeople provide people an opportunity to master something, gain recognition. • This is the last level of deficiency needs, meaning that if a human satisfies all four of these needs, meaning that once all of these needs are met and mastered, an individual will feel content with his life.
- 9. 5. NEED FOR SELF-ACTUALIZATION: • Maslow considers this as the highest need in his hierarchy. • It is the drive to become what one is capable of becoming. • It includes growth, achieving full potential and self-fulfillment. Self- Actualization deals with the recognition of an individual’s full potential. • The meaning of self-actualization is subjective and vary according to individual themselves. • Some examples of this motivation could be to become the best musician who ever lived, be the best athlete of their sport, to eradicate a social problem etc. • ‘Just do it’ slogan of Nike.