Maslow need
The Significance of Maslow’s Motivational-Need Theory in Consumer Decision-Making
Name: LIN FEI
University: GLASGOW
Course Title: CONSUMER BEHAVIOR
Instructor: ARLENE NEWBIGGING
Date: 17/11/2013
1.0. Introduction
Motivational-need theories have been essential in developing various models that are used in defining consumer behaviour (Solomon, 2009). For instance, Maslow’s need hierarchy theory which states some specific needs need to be fulfilled by an individual before needs that are higher in the hierarchy becomes salient. In this case, the interrelationship between the needs that individuals have in the society is specified. According to Maslow’s need hierarchy theory, the physiological needs come first, followed by security needs, social needs, self-esteem needs and finally the self-actualisation needs (Maslow, 1965). In the recent past, learning and aesthetic needs were added into Maslow’s need hierarchy theory. In this case, the attitude of an individual is known to elicit arousal and it gives direction to the behaviour of individuals which in turn defines their decision-making process in buying.
Though the motivational theories have been used extensively in human resource management, and thus making motivational theories to be rarely applied in consumer research, recent developments and the increase in the understanding of various the essence of motivational theories have enhanced the application of these theories in consumer research (Solomon, 2009). For instance, the realisation of the consumer needs, desires and wants depends on the level of an individual’s motivation has made Maslow’s need hierarchy theory to receive significant popularity for it is relevance in the marketing concept, despite the overwhelming evidence refuting the existence of such hierarchies. This essay presents a critique of the application of Maslow’s need hierarchy theory in the consumer buying process based on the relevance of the provisions of this theory
Name: LIN FEI
University: GLASGOW
Course Title: CONSUMER BEHAVIOR
Instructor: ARLENE NEWBIGGING
Date: 17/11/2013
1.0. Introduction
Motivational-need theories have been essential in developing various models that are used in defining consumer behaviour (Solomon, 2009). For instance, Maslow’s need hierarchy theory which states some specific needs need to be fulfilled by an individual before needs that are higher in the hierarchy becomes salient. In this case, the interrelationship between the needs that individuals have in the society is specified. According to Maslow’s need hierarchy theory, the physiological needs come first, followed by security needs, social needs, self-esteem needs and finally the self-actualisation needs (Maslow, 1965). In the recent past, learning and aesthetic needs were added into Maslow’s need hierarchy theory. In this case, the attitude of an individual is known to elicit arousal and it gives direction to the behaviour of individuals which in turn defines their decision-making process in buying.
Though the motivational theories have been used extensively in human resource management, and thus making motivational theories to be rarely applied in consumer research, recent developments and the increase in the understanding of various the essence of motivational theories have enhanced the application of these theories in consumer research (Solomon, 2009). For instance, the realisation of the consumer needs, desires and wants depends on the level of an individual’s motivation has made Maslow’s need hierarchy theory to receive significant popularity for it is relevance in the marketing concept, despite the overwhelming evidence refuting the existence of such hierarchies. This essay presents a critique of the application of Maslow’s need hierarchy theory in the consumer buying process based on the relevance of the provisions of this theory
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