Maslow’s Theory of Hierarchy of Needs


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Maslow’s Theory of Hierarchy of Needs

  1. 1. Maslow’s Theory ofHierarchy of Needs
  2. 2. 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
  3. 3. Ten Fundamental Human Needs Protection Idleness affection Creation subsistenc e Understan ding transcend ence Participati on freedom Identity
  4. 4. 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
  5. 5. Abraham MaslowProfessor of PsychologyColumbia UniversityOriginal thinkerPredecessors focused on the abnormaland the illMaslow focused on positive qualities ofpeople (April 1, 1908 – June 8, 1970)
  6. 6. 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
  7. 7. The Hierarchal Model Being Need Deficit Needs
  8. 8. Physiological Needs
  9. 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. 10. Safety Needs
  11. 11. 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
  12. 12. Social Needs
  13. 13. 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
  14. 14. Esteem Needs
  15. 15. 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
  16. 16. Self Actualization Needs
  17. 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 lower order needs are met• Rarely happens - < 1%• Acceptance of facts, spontaneous, focused on problems outside self, without prejudice
  18. 18. Why do I need to know all this Psychobabble?
  19. 19. Maslow’s Theory in Practice in Management Products are formed and placed to satisfy a category of needs in marketing as well as advertising
  20. 20. 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.