MASLOW’S HIERARCHY OF NEEDS
Maslow’s 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
Maslow’s Theory
Maslow’s 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
Safety Needs

Protection

Stability

Pain Avoidance

Routine/Order
Love and Belonging
Social Needs

Affection

Acceptance

Inclusion
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?