Maslow’s Hierarchy of Needs
Andres Martinez Perez
P.2
April 1, 1908-June 8, 1970
Abraham Maslow
Abraham Maslow
 Individuals possess a set of motivation systems
 People are motivated to achieve certain needs.
 Person seeks to fulfill the next one.
Hierarchy of Needs
 Five Motivational Needs

Hierarchical Levels within a pyramid.
 Five Stage Model can be divided into Basic Needs and Growth Needs.
Hierarchy of Needs
 Satisfy Lower Level Basic Needs.
 Reasonably Satisfied, may reach the highest level.
 Every person is capable.
 Unfortunately, progress is often disrupted

Life experiences
Hierarchy of Needs
 Noted only one in a hundred (1/100) people become fully self-actualized
 Bottom 4 levels “Deficiency Needs”
 Presents an intuitive and potentially useful theory.
Hierarchy of Needs
 The original hierarchy of needs five-stages model includes:
 5-Self-Actualization Needs
 4-Esteem Needs
 3-Social Needs
 2-Safety Needs
 1-Biological & Physiological Needs
1-Biological & Physiological Needs
 Air, Food, Drink, Shelter, Warmth, Sex, & Sleep
2-Safety Needs
 Protection from elements, security, order, law, limits, stability.
3-Social Needs
 Belongingness & Love, work group, family, affection, relationships.
4-Esteem Needs
 Self-esteem, achievement, mastery, independence, status, dominance,
prestige, managerial responsibility.
5-Self-Actualization Needs
 Realizing personal potential, self-fulfilling, seeking personal growth and
peak experiences.
Hierarchy of Needs
http://www.youtube.com/watch?v=l7xvddOgUfc
Hierarchy of Needs
 Maslow’s five stage model has been expanded.
 5-Cognitive Needs
 6-Aesthetic Needs
 8-Transcedence Needs
5-Cognitive Needs
 Knowledge, meaning, etc.
6-Aesthetic Needs
 Appreciation and search for beauty, balance, form, etc.
8-Transcedence Needs
 Helping other to achieve self-actualization.
Hierarchy of Needs
 Most of us will not reach Self-actualization, or only to a limited degree.
 Estimated that only 2%
reach Self-Actualization
 Interested in characteristics of people whom he considered to have
achieved their potential as humans.
Characteristics of Self-Actualizers

8.Resistant to enculturation, but not
purposely unconventional.

9.Concerned for the welfare of humanity.

10.Capable of deep appreciation of basic
life-experience.

11.Establish deep satisfying interpersonal
relationships with a few people.
 5.Unusual Sense of Humor

12.Peak Experiences.
 6.Able to look at life objectively

13.Need for Privacy
 7.Highly creative.

14.Democratic Attitudes

15.Strong Moral/Ethical Standards.
 1-They perceive reality efficiently and
can tolerate uncertainty.
 2-Accept themselves and others for
what they are.
 3-Spontaneous in thought and action.
 4.Problem-centered (not self-centered)
Self-Actualization
 Not necessary to display all 15 characteristics.
 Did not equate self-actualization with perfection.
 Silly, Wasteful, Vain and Impolite but still Self-Actualized.
 ‘There are no perfect human beings’.
-Maslow
Behavior Leading to Self-Actualization
 a) Experiencing life like a child, with  d) Avoiding Deception and being
full fascination and attention.
honest.
 b) Trying new things instead of
sticking to safe paths.
 c) Listening to your own feelings in
assessing experiences instead of
the voice of tradition, authority, or
the majority.
 e) Preparing to be unpopular if
your opinions do not agree with
those of the majority.
 f) Taking responsibility and
working.
 g) Trying to recognize you defenses
and having the bravery to give
them up.
Hierarchy of Needs in Marketing
 Ties in very close with consumer behavior.
 Understand the customer on a deeper level
 Accomplish the “greater” understanding
Marketing
 “What is it that their looking for?” “What underlying motives drive their
purchases?”
 The underlying motives are the gold mine.
 “Who should they be targeting and how should they go about it?” becomes
their key question.
Example
 Economic Decline
 People who were once financially doing well are struggling
just to get by.
 As we see an extensive flop in financial welfare, we can
accept or foretell that many people will plunge into the
lower tiers of the triangle with their buying behaviors.
 Customers will instead be mostly considering towards
things like nourishment, safety, and the care of friends and
family.
Example
 Use this psychology to better target your product to the biggest possible
consumer amount.
 We might want to avoid promotions that make the product appear like a
luxury good.
 Instead produce a commercial that shows close family bonds and the
warmth of friendships, all held together by the product.
Coca-Cola Commercial
http://www.youtube.com/watch?v=_HBb8Q2sAE0
Design
 About making a very specific impression.
 Design is about getting into the heads of the viewers.
Managers
 Identify the needs of their staff and help them feel fulfilled so they can
pursue their interests outside the workplace.
 Bosses began to realize that employees’ hopes, feelings and needs had an
impact on performance.
 “Transactional” contract with a company’s staff, in which they received
money in exchange for doing a job.
 “Relational” contract where a company offered opportunities for an
individual to feel fulfilled.
Works Cited
Websites:

McLeod, Saul. "Maslow's Hierarchy of Needs." Simply Psychology. Saul McLeod, 2011.
Web. 14 Sept. 2013.

Burton, Neel, M.D. "Our Hierarchy of Needs." Psychology Today. Neel Burton M.D., 23
May 2012. Web. 14 Sept. 2013.

Kremer, William, and Claudia Hammond. "Abraham Maslow and the Pyramid That
Beguiled Business." BBC News Magazine. BBC World Service, 31 Aug. 2013. Web. 14 Sept.
2013.

Johnson, Joshua. "Design Meets Psychology: Putting Maslow’s Hierarchy of Needs to
Work." Design Shack. Compact Creative Ltd., 14 Jan. 2011. Web. 14 Sept. 2013.
Videos

Simpsons Coca Cola Commercial - Super Bowl 44 Spot. Dir. N.D. Perf. The Simpsons. CocaCola, 2010. YouTube. Web. 14 Sept. 2013.

YouTube. By Courtney Constantinos, Scott Aspden, and Stefan Phillips. Perf. Scott Aspden.
YouTube. YouTube, 21 Aug. 2011. Web. 25 Sept. 2013.