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?