Maslow's Hierarchy of Needs
• Abraham Maslow’s hierarchy of needs states that there are four types of needs that must be satisfied before a person can act unselfishly. As Figure 10.1 shows, the needs are arranged in a hierarchical order. The upward climb is made by satisfying one set of needs at a time. The most basic drives are physiological. After that, comes the need for safety, then the desire for love, and then the quest for esteem. Note the softening of terminology used to describe the move up the ladder. We’re driven to satisfy the lower needs, but we’re drawn to meet the higher ones.
Maslow referred to the four lower needs as “deficiency needs” because their lack creates a tension within us. As long as we can work to satisfy the cravings, we’re moving towards growth. It’s when a repressive society or a warped individual curtails our freedom to satisfy our needs that we become ill. The urge to fulfill needs is potent but not overpowering. People can resist the pull of physiological, safety, love, and esteem needs, but it’s not easy. These needs are universal urges and not created by culture. Although everyone has the same set of needs, the ways of fulfilling them can be different. People feel this gentle but persistent tug to maximize their potential only after they have satisfied their basic deficiency cravings.
• Maslow’s hierarchy of needs has major implications in marketing domain since the way a consumer perceives a purchase situation and becomes motivated to resolve it will influence the remainder of the decision process. For example, one consumer may perceive the need to purchase a new watch from a functional perspective while another consumer may see the purchase of a watch as more of a fashion statement. To better understand the reasons underlying consumer purchases, marketers devote considerable attention to examining motives, and this is where Maslow’s theory of needs is referred to. This theory helps marketers understand how various products fit into the plans,
Maslow referred to the four lower needs as “deficiency needs” because their lack creates a tension within us. As long as we can work to satisfy the cravings, we’re moving towards growth. It’s when a repressive society or a warped individual curtails our freedom to satisfy our needs that we become ill. The urge to fulfill needs is potent but not overpowering. People can resist the pull of physiological, safety, love, and esteem needs, but it’s not easy. These needs are universal urges and not created by culture. Although everyone has the same set of needs, the ways of fulfilling them can be different. People feel this gentle but persistent tug to maximize their potential only after they have satisfied their basic deficiency cravings.
• Maslow’s hierarchy of needs has major implications in marketing domain since the way a consumer perceives a purchase situation and becomes motivated to resolve it will influence the remainder of the decision process. For example, one consumer may perceive the need to purchase a new watch from a functional perspective while another consumer may see the purchase of a watch as more of a fashion statement. To better understand the reasons underlying consumer purchases, marketers devote considerable attention to examining motives, and this is where Maslow’s theory of needs is referred to. This theory helps marketers understand how various products fit into the plans,