4a. maslow’s hierarchy of needs
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Maslows TheoryWe 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
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Maslows TheoryMaslows 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:
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Personal MotivationConsumers 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
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Physiological NeedsFoodAirWaterClothingSex
Basic Human Needs
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Safety NeedsProtectionStability Pain AvoidanceRoutine/Order Safety and Security
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Social NeedsAffectionAcceptanceInclusion
Love and Belonging
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Esteem NeedsSelf-RespectSelf-EsteemRespected by Others
Esteem
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Self-ActualizationAchieve full potentialFulfillment
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Marketing and AdvertisingAs a business we must learn how to communicate how our product or service communicates to one of these levels of human needs
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Which Need is Being Advertised?