Maslow’s Hierarchy Of Needs

Maslow’s Theory “We each have a hierarchy of needs that ranges from "lower" to "higher." As lower needs are fulfilled there is a tendency for other, higher needs to emerge.” Daniels, 2004

Maslow’s Theory Maslow’s theory maintains that a person does not feel a higher need until the needs of the current level have been satisfied. Maslow's basic needs are as follows:

Personal Motivation Consumers will not need or want consumer goods or services that fufil higher levels on the hierarchy without satisfying lower ones. Example: If living in a war torn country, one has no desire for a social networking site

Self-Actualization Esteem Belonging Physiological Safety

Basic Human Needs Food Air Water Clothing Sex Physiological Needs

Safety Needs Protection Stability Pain Avoidance Routine/Order Safety and Security Protection Stability Pain Avoidance Routine/Order Safety Needs

Love and Belonging Affection Acceptance Inclusion Social Needs

Esteem Esteem Needs Self-Respect Self-Esteem Respected by Others

Self-Actualization Achieve full potential Fulfillment

W.I. Thomas’ Four Wishes

Thomas’ Theory Explained psychological needs people experience—the primary motivation for their behaviour He stated that humans try to fulfill four wishes:

Excitement Boredom is displeasing, we seek excitement in new experiences.

Affection For many this means love. Love can come from a parent, significant other, peers, colleagues, etc. All humans like to feel appreciated.

Recognition Recognition of our achievements – reinforces our feelings of self-esteem and self-worth.

Security The opposite of excitement; humans desire stability and comfort. We all want a sense of security in our lives.