Post on 20-Oct-2015
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
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:
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
Physiological NeedsFoodAirWaterClothingSex
Basic Human Needs
Safety NeedsProtectionStability Pain AvoidanceRoutine/Order Safety and Security
Social NeedsAffectionAcceptanceInclusion
Love and Belonging
Esteem NeedsSelf-RespectSelf-EsteemRespected by Others
Esteem
Self-ActualizationAchieve full potentialFulfillment
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
Which Need is Being Advertised?