This document discusses how different beverages appeal to different levels of human needs according to Maslow's hierarchy of needs. Starbucks coffee is said to fulfill ego needs by making one feel confident and successful. Drinking an expensive Starbucks coffee in the Czech Republic feeds one's ego by demonstrating that they can afford it. In contrast, the Kofola soft drink appeals to social needs by being a non-alcoholic drink that connects people socially when spending time with friends. The document uses these beverages as examples of how brands can be psychologically appealing by fulfilling different human motivational needs.

1. Humanistic psychology
Martin Bláha
Student number: 575298
Brand psychology

2. Pyramid of needs - Maslow

3. Ego needs - Starbucks
• https://www.youtube.com/watch?v=mmy1EdQ9YRc
• When we drink the Starbucks coffee, we will succeed.
• We will have a high ego, fulfill your dreams, we´ll get respect from
others.
• Confidence, achievement
• For me this also applies – in Czech the Starbucks coffee is quite
expensive than a „normally“ café.
• So when I drink this coffee, It´s flattering for my ego → because I have
the money for this expensive drink and I feel confidence.

4. Social needs - Kofola
• „When words are not enough, love will help“
• https://www.youtube.com/watch?v=jwppIq5ci1s

5. Kofola
• For me the Kofola feeds my social needs
• I drink the Kofola beverage with my friends
• The Kofola drink is „social connector“
• Its the same like a beer, but better, because we don´t need drink any
alcohol

6. Thank you for your attention.