Maslow’s Theory of Hierarchy of Needs

Needs

Something that is necessary for an organism to live a healthy life

Deficiency would cause a clear negative outcome - deficiency or death

Can be Objective/Physical or Subjective Objective needs - food, shelter, sleep Subjective needs – affection,

acceptance, self-esteem

Ten Fundamental Human NeedsProtectio

n Idleness

Creation

Understanding

Participation

Identity

freedom

transcendence

subsistence

affection

The needs - MeaningNeed Meaning (having things)subsistence food, shelter, workprotection social security, health

systems, workaffection friendships, family,

relationships with natureunderstanding literature, teachers,

policies, educationalparticipation responsibilities, duties,

work, rightsleisure games, parties, peace of

mindcreation abilities, skills, work,

techniquesidentity language, religions, work,

customs, values, normsfreedom equal rights

Abraham MaslowProfessor of PsychologyColumbia UniversityOriginal thinkerPredecessors focused on the abnormal and the illMaslow focused on positive qualities of people

(April 1, 1908 – June 8, 1970)

Maslow’s Hierarchy of needs

Proposed in his paper – A Theory of Human Motivation, in 1943

Focuses on describing the stages of growth in humans

On study of exemplary people such as Albert Einstein, etc, rather than mentally crippled or mentally ill

The Hierarchal Model

Being Need

Deficit Needs

Physiological Needs

Physiological Needs

Mostly, literal requirements for human survival

If not met, the human body cannot function

Metabolic needs – air, water, food, rest Clothing, shelter – needed by even

animals Could be classified as basic animal

needs

Safety Needs

Safety Needs

Once physical needs are met, safety needs take over

Personal including emotional Health and well-being Financial, job security Safety of property against natural

disasters, calamities, wars, etc Law & order

Social Needs

Social Needs

Need to love and be loved Need to feel a sense of belonging and

acceptance Small groups – clubs, office teams,

school/college houses Large groups – political parties, Sports

teams, facebook

Esteem Needs

Esteem Needs

Need to be respected by others and in turn respect them

Sense of contribution, to feel self-valued, in profession or hobby

Lower - respect of others, the need for status, recognition, fame, prestige, and attention

Higher - self-respect, the need for strength, competence, mastery, self-confidence, independence and freedom

Self Actualization Needs

Self Actualization Needs

What a man can be, he must be Intrinsic growth of what is already in a

person Growth-motivated rather than deficiency-

motivated Cannot normally be reached until other

lower order needs are met Rarely happens - < 1% Acceptance of facts, spontaneous,

focused on problems outside self, without prejudice

Why do I need to know all this Psychobabble?

Maslow’s Theory in Practice in ECON

Products are formed and placed to satisfy a category of needs in marketing

as well as advertising

Maslow’s Theory in Marketing/Advertising

PN - wife/child-abuse help-lines, social security benefits, Samaritans, roadside recovery.

SN- home security products, insurance, life assurance, schools.

EN- cosmetics, fast cars, home improvements, furniture, fashion clothes, drinks, lifestyle products and services.