1. Maslows Theory ofHierarchy of Needs

2. Needs Something that is necessary for an organism tolive a healthy life Deficiency would cause a clear negativeoutcome - deficiency or death Can be Objective/Physical or Subjective Objective needs - food, shelter, sleep Subjective needs affection, acceptance, self-esteem 3. Ten Fundamental Human NeedsProtectionIdlenessaffection Creation subsistenc e Understan dingtranscend enceParticipationfreedom Identity 4. The needs - MeaningNeedMeaning (having things)subsistence food, shelter, workprotectionsocial security, health systems, workaffection friendships, family, relationships withnatureunderstanding literature, teachers, policies,educationalparticipation responsibilities, duties, work, rightsleisure games, parties, peace of mindcreationabilities, skills, work, techniquesidentitylanguage, religions, work, customs,values, normsfreedom equal rights 5. Abraham MaslowProfessor of PsychologyColumbia UniversityOriginal thinkerPredecessors focused on the abnormaland the illMaslow focused on positive qualities ofpeople (April 1, 1908 June 8, 1970) 6. Maslows Hierarchy of needs Proposed in his paper A Theory of HumanMotivation, in 1943 Focuses on describing the stages of growth inhumans On study of exemplary people such as AlbertEinstein, etc, rather than mentally crippled ormentally ill 7. The Hierarchal Model Being NeedDeficitNeeds 8. Physiological Needs 9. 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 10. Safety Needs 11. Safety Needs Once physical needs are met, safety needs takeover Personal including emotional Health and well-being Financial, job security Safety of property against natural disasters,calamities, wars, etc Law & order 12. Social Needs 13. Social Needs Need to love and be loved Need to feel a sense of belonging andacceptance Small groups clubs, office teams,school/college houses Large groups political parties, Sports teams,facebook 14. Esteem Needs 15. Esteem Needs Need to be respected by others and in turnrespect them Sense of contribution, to feel self-valued, inprofession 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 16. Self Actualization Needs 17. 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 lowerorder needs are met Rarely happens - < 1% Acceptance of facts, spontaneous, focused onproblems outside self, without prejudice 18. Why do I need to know all thisPsychobabble? 19. Maslows Theory in Practice in Management Products are formed and placed to satisfy a category of needs in marketing as well as advertising 20. Maslows Theory in Marketing/Advertising PN - wife/child-abuse help-lines, social securitybenefits, Samaritans, roadside recovery. SN- home security products, insurance, lifeassurance, schools. EN- cosmetics, fast cars, home improvements,furniture, fashion clothes, drinks, lifestyleproducts and services.