Maslow's Heirarchy

Maslow's Hierarchy of Needs

• • Physiological needs

  • Safety needs

  • Belongingness and love needs

  • Esteem needs

  • Self-Actualization

Abraham Maslow proposed that healthy human beings have a certain number of needs, and that these needs are arranged in a hierarchy, with some needs (such as physiological and safety needs) being more primitive or basic than others (such as social and ego needs). Maslow’s so-called ‘hierarchy of needs’ is often presented as a five-level pyramid, with higher needs coming into focus only once lower, more basic needs are met.

While you can argue that some people may value one level more than another, we will be using this pyramid in an effort towards understanding how we can target different types of consumers based upon their needs.

Vocab

• • Basic needs

  • Psychological needs

  • Self-fulfillment needs

  • Advertisement

Maslow believed that these needs are similar to instincts and play a major role in motivating behavior. Physiological, security, social, and esteem needs are deficiency needs, which arise due to deprivation. Satisfying these lower-level needs is important in order to avoid unpleasant feelings or consequences.

Maslow termed the highest level of the pyramid as growth needs. These needs don't stem from a lack of something, but rather from a desire to grow as a person.

While the theory is generally portrayed as a fairly rigid hierarchy, Maslow noted that the order in which these needs are fulfilled does not always follow this standard progression. For example, he noted that for some individuals, the need for self-esteem is more important than the need for love. For others, the need for creative fulfillment may supersede even the most basic needs.

Think About It: Maslow's Hierarchy (Write down or print your responses)

• • Do you think that people could be at two different levels simultaneously?

  • Do you believe that you could use another level to compensate for deficiencies in other levels of Maslow (e.g. use esteem needs to make up for love and belonging)?

  • Between the top three levels, which one is the most important to you and why?

Practice: Discovering Maslow's Hierarchy in Marketing

In our last section we discussed the various types of needs that end users may have. For the next assignment, we will be finding advertisements that showcase each of the different levels of Maslow's Hierarchy of Needs.

• Find a print advertisement that represents the physiological need level.

• Find a print advertisement that represents the safety need level.

• Find a print advertisement that represents the belongingness and love need level.

• Find a print advertisement that represents the esteem need level.

• Find a print advertisement that represents the self-actualization need level.

Complete and bring to class on scheduled due dates. You may print your work in our classroom prior to coming to class. Assignments can be submitted early, but late assignments will not be graded. Early or on time submissions may be returned for corrections in order to receive points, meet minimal requirements, or to improve your grade. Late assignments can be submitted for correction and to complete modules. Consideration for grade is given to those who complete all assignments.

All activities can be found above or in the Vocab document in the Resource section.

Homework (check online due dates)

1. Vocabulary definitions

2. Describe people that would most likely fit into the Basic need level (e.g. age, education, career/job, etc).

3. Describe people that would most likely fit into the Psychological need level (e.g. age, education, career/job, etc).

4. Describe people that would most likely fit into the Self-fulfillment need level (e.g. age, education, career/job, etc).

Create your own advertisement using Maslow's Hierarchy of Needs. For this assignment, use the rubric in the resource section to help guide you in creating an advertisement for each of the levels. The theme behind all five (5) of the advertisements will revolve around being a Waipahu High School student. Bonus points may be awarded for focusing on WHS students taking business courses.

• physiological need

• safety need

• belongingness and love

• esteem need

• self-actualization

Use the following article, Five Common Elements of Print Advertisements, to help you create your advertisements.

• https://studiousguy.com/maslows-hierarchy-of-needs/

• https://www.psychologytoday.com/us/blog/hide-and-seek/201205/our-hierarchy-needs

• https://www.verywellmind.com/what-is-maslows-hierarchy-of-needs-4136760

• https://smallbusiness.chron.com/five-common-elements-print-advertisement-21400.html