Abraham Maslow American Psychologist

from the 1950’s

He developed a theory of human behaviour to explain why we behave the way we do

Maslow’s Theory

He explored the different causes for human actions—he called these NEEDS

He said we satisfy our needs according to a

HIERARCHY (pyramid), which follows a ranked order

He said that people are motivated to satisfy their most basic PHYSICAL NEEDS first

Maslow’s Theory

He also said, only once our basic Physical Needs are met, will people be motivated by their higher needs for:

safety, love, respect and

self-fulfillment

Maslow’s Theory

Consider the survivors of Hurricane Katrina

Why do we follow this order?

Their most immediate concern would be

SURVIVAL!

They needed clean drinking water, basic food and

shelter from the storm.

Maslow’s Theory

Individuals & the police then turned their attention to maintaining control & SAFETY

Maslow’s Theory

After the lower level needs are satisfied… basic needs & safety, people will become concerned with higher level needs such as SOCIAL/BELONGING needs & ESTEEM needs.

Maslow’s Theory Applied to MARKETING

• Maslow’s theory is useful to marketers and advertisers of products that are WANTS

• They will attempt to appeal to our motivation to “fit in” or to “be admired” or to “reach our potential”

• These are the higher levels in the pyramid

Basic need for fresh water, fresh air, medicine, and BASIC food,

shelter & clothing

Need for personal security in a family & society

Need to belong, desire to FIT IN, have friends & be loved

Need to stand out and above others—status, recognition, attention & dominance

Need for personal growth

Desire to be the best you

can be

Applying Maslow’s Theory

LET’S LOOK AT SOME REAL LIFE EXAMPLES

Applying Maslow’s Theory

Using Maslow’s Theory, it is possible that the same general “consumer good” could fit at several different levels on the pyramid.

Let’s use FOOTWEAR as an example

B

BASIC…Value Village, Thrift Shop, Wal-Mart

Insulated boots, steel toes, orthodic

TRENDY…Nike, Sketchers, DC, Converse

EXPENSIVE DESIGNER…Coach, Gucci, Jimmy Choo

“no sweatshop”, no leather (animal rights), special design for marathon runners…

B

GROUP ACTIVITY• You will be given 30 product

cards for food, clothing and automobiles

• You are to analyze the items and determine which of Maslow’s 5 levels they fit with the best

• Each level of need will have 2 food, 2 clothing and 2 automobile cards

• Decide as a group how the cards should be organized

B

INDIVIDUAL ASSIGNMENT• Choose ONE PRODUCT TYPE (other than the examples

used in class) as a starting point

Some suggestions: cell phone, vehicle, food/restaurants, clothing…

• Draw and label the 5 steps of Maslow’s Pyramid AND add an appropriate title

• Using the footwear example as a guide, list specific products, product models & features, brands &/or stores that would fit at each of the levels for your product choice

Think! Think! Think! Don’t stop at the 1st idea you come up with.

The more examples at each level, the better.

• In a neat & organized way, place each of your examples with the appropriate level