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. Ten Fundamental Human Needs
Protection
Idleness
Creation
Understan
ding
Participati
on
Identity
freedom
transcend
ence
subsistenc
e
affection
4. The needs - Meaning
Need Meaning (having things)
subsistence food, shelter, work
protection social security, health systems, work
affection friendships, family, relationships with
nature
understanding literature, teachers, policies,
educational
participation responsibilities, duties, work, rights
leisure games, parties, peace of mind
creation abilities, skills, work, techniques
identity language, religions, work, customs,
values, norms
freedom equal rights
5. Abraham Maslow
Professor of Psychology
Columbia University
Original thinker
Predecessors focused on the abnormal
and the ill
Maslow focused on positive qualities of
people
(April 1, 1908 – June 8, 1970)
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
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
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
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
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
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
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. 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.