Transcendence In his later years, Abraham Maslow explored a further dimension of motivation, while criticizing his original vision of self-actualization. He equated this with the desire to reach the infinite.
Successful marketing persuades a prospective client to purchase the product or service you are selling. One of the most effective ways to accomplish this is to appeal directly to one or more of his basic needs. Many business students are taught to view Maslow's hierarchy of needs as a guideline against which to target marketing efforts, arguing that success depends on meeting one of Maslow's identified needs.
Although other needs theories also have relevance, Maslow's needs hierarchy remains the foundation for many fruitful psychological approaches to marketing. Maslow's Hierarchy of Needs In the most basic sense, Maslow's hierarchy identifies five primary areas of needs experienced by most humans.
Beginning with physiological, or basic life survival, needs, the model progresses in subsequent steps through safety and security, love and belongingness, self-esteem and finally self-actualization. Maslow postulated that as man meets the needs at the first level, he moves toward the next, then the next and so on.
More recent studies have added levels to the needs hierarchy and refined the categories, but marketing classes throughout the country continue to use Maslow's needs hierarchy as a reasonable focus for modern marketing efforts.
Potential Marketing Implications of Maslow's Theory Maslow posited that human behavior and decision-making are motivated by one of the five need levels in his hierarchy. Applied to marketing theory, your ability to effectively appeal to one of these motivational drivers is a key determinant of your potential success.
Non-essential services -- massage treatments or custom tailoring, for example -- may be marketed successfully to those in the fourth or fifth level of Maslow's hierarchy because those people are driven by the needs for increased self-esteem and realizing their full potential.
The same marketing campaign is unlikely to appeal to those on the first level, as they are driven by the most basic of human needs: Practical Applications A prospective customer driven by Maslow's second needs level, safety and security, might be enticed to buy a new car if you convince him that it is safe for his family, reliable and well-rated in consumer studies.
Someone driven by the need for self-esteem, in needs level four, is looking for recognition and validation, so you might tailor your marketing to convince her that acquiring and implementing your accounting methods will bring accolades from her peers or make her look good to her boss.
Things to Consider Maslow's basic principles linking marketing to human psychology remain valid. You connect best with prospective customers if you appeal to their needs in a relevant, meaningful way.
Consider the level of need your customer is trying to meet, and market your product in such a way as to convince him that it will fulfill exactly that need. Perform periodic evaluations of your marketing techniques because your target audience may not remain static.
Always be aware of where on Maslow's needs hierarchy your customer base is and where your product fits in.
The Maslow's hierarchy of needs is one of the best-known theories of motivation. According to humanist psychologist Abraham Maslow, our actions are motivated in order to achieve certain needs. A Closer Look at Maslow's Hierarchy of Needs. Sep 11, · Abraham Maslow established the theory of a hierarchy of needs, believing that human beings are motivated by unsatisfied needs, and that certain lower needs must be satisfied before higher needs can be satisfied (Maslow's pp). Maslow's hierarchy of needs has been adapted many times—from starting a business to managing human resources. What would social media hierarchy of needs look like? The Hierarchy of Needs for an Engaged Social Media Audience. Blog / Social. February 19, By: Social media influence.
The more these two dovetail, the more effective your marketing efforts are. References 1 Integer Pulse: Thompson established and runs a strategic analysis company, is a professional genealogist and participates in numerous community organizations. Thompson holds degrees from Wellesley and Georgetown in psychology, political science and international relations.Maslow felt that these needs are the most basic needs and are also the most instinctive needs for the hierarchy, because all needs become less important until the physiological needs are met.
When physiological needs are largely taken care of, the second layer, or the safety and security needs . Abraham Maslow (Goble ) presented his famous Hierarchy of Needs theory. According to Maslow, people were “motivated by a number of basic needs which are species-wide ” (Goble 50).
They were driven by basic needs, growth needs and self actualisation needs. Sep 11, · Abraham Maslow established the theory of a hierarchy of needs, believing that human beings are motivated by unsatisfied needs, and that certain lower needs must be satisfied before higher needs can be satisfied (Maslow's pp).
Examples will be provided of a personal experience that directly relates to the vertical progression through Maslow’s triangle. When Maslow Examine the relationship of biological factors to Maslow’s theory of The hierarchy of needs Maslow is represented as a pyramid consisting of five levels whose main idea is to higher needs .
Maslow’s Hierarchy of Needs Coley L. Boone ODV March 15, Maslow’s Hierarchy of Needs ‘What motivates people?’—Maslow’s hierarchy of needs, a theory of psychology, helps understand and answer this question.
Maslow’s theory of human motivation is based on the premise that a set of motivation systems, quite independent of rewards and unconscious desires, drives people. The levels are presented in the form of a triangle or a pyramid with the largest and most fundamental levels of needs at the bottom tier, and the need for self-actualization at the top.
According to Maslow physiological, security, social, and esteem needs are deficiency needs or D-needs that arise because of deprivation.