1. Maslow’s Hierarchy of Needs
Andres Martinez Perez
P.2

2. April 1, 1908-June 8, 1970 Abraham Maslow
Became the leader of the Humanistic School of Psychology that began in the 1950s and 1960s.
Wanted to know what established progressive mental well-being.
Sought to comprehend what influences people.

3. Abraham Maslow Individuals possess a set of motivation systems
People are motivated to achieve certain needs.
Person seeks to fulfill the next one.
His belief was that individuals possess a set of motivation systems unrelated to rewards or conscious desires.
Stated that people are motivated to achieve certain needs.
When one is fulfilled a person seeks to fulfill the next one, and so on.

4. Hierarchy of Needs Five Motivational Needs
Hierarchical Levels within a pyramid.
Five Stage Model can be divided into Basic Needs and Growth Needs.
The earliest and most widespread version of Maslow’s Hierarchy of Needs includes five motivational needs, often depicted as hierarchical levels within a pyramid.
This five stage model can be divided into basic (or deficiency) needs (e.g. physiological, safety, love and esteem) and growth needs (self-actualization).

5. Hierarchy of Needs Satisfy Lower Level Basic Needs.
Reasonably Satisfied, may reach the highest level.
Every person is capable.
Unfortunately, progress is often disrupted
Life experiences
One must statisfy lower level basic needs before progressing on to meet higher level growth needs.
Once these needs have been reasonably satisfied, one may be able to reach the highest level called self-actualization.
Every person is capable and has the desire to move up the hierarchy toward a level of self-actualization.
Unfortunately, progress is often disrupted by failure to meet lower level needs.
Life experiences including divorce and loss of job may cause an individual to fluctuate between levels of the hierarchy.

6. Hierarchy of Needs
Noted only one in a hundred (1/100) people become fully self-actualized
Bottom 4 levels “Deficiency Needs”
Presents an intuitive and potentially useful theory.
Maslow noted only one in a hundred people become fully self-actualized because our society rewards motivation primarily based on esteem, love, and other social needs.
Bottom 4 levels “Deficiency Needs” because a person does not feel anything if they are met, but becomes anxious if they are not.
It presents an intuitive and potentially useful theory of humans motivation

7. Hierarchy of Needs
The original hierarchy of needs five-stages model includes:
5-Self-Actualization Needs
4-Esteem Needs
3-Social Needs
2-Safety Needs
1-Biological & Physiological Needs

8. 1-Biological & Physiological Needs
Air, Food, Drink, Shelter, Warmth, Sex, & Sleep

9. 2-Safety Needs
Protection from elements, security, order, law, limits, stability.

10. 3-Social Needs
Belongingness & Love, work group, family, affection, relationships.

11. 4-Esteem Needs
Self-esteem, achievement, mastery, independence, status, dominance, prestige, managerial responsibility.

12. 5-Self-Actualization Needs
Realizing personal potential, self-fulfilling, seeking personal growth and peak experiences.

13. Hierarchy of Needs

14. Hierarchy of Needs Maslow’s five stage model has been expanded.
5-Cognitive Needs
6-Aesthetic Needs
8-Transcedence Needs
Its also important to note that Maslow’s five stage model has been expanded to include cognitive and aesthetic and later transcendence needs.
5-Cognitive Needs: Knowledge, meaning, etc.
6-Aesthetic Needs: Appreciation and search for beauty, balance, form, etc.
8-Transcedence Needs: Helping other to achieve self-actualization.

15. 5-Cognitive Needs
Knowledge, meaning, etc.

16. 6-Aesthetic Needs
Appreciation and search for beauty, balance, form, etc.

17. 8-Transcedence Needs
Helping other to achieve self-actualization.

19. Hierarchy of Needs
Most of us will not reach Self-actualization, or only to a limited degree.
Estimated that only 2%
reach Self-Actualization
Interested in characteristics of people whom he considered to have achieved their potential as humans.
Although we are all, theoretically, capable of self-actualizing, most of us will not do so, or only to a limited degree.
Maslow estimated that only 2% of people will reach the state of self-actualization.
He was particularly interested in the characteristics of people whom he considered to have achieved their potential as humans.

20. Characteristics of Self-Actualizers
8.Resistant to enculturation, but not purposely unconventional.
9.Concerned for the welfare of humanity.
10.Capable of deep appreciation of basic life-experience.
11.Establish deep satisfying interpersonal relationships with a few people.
12.Peak Experiences.
13.Need for Privacy
14.Democratic Attitudes
15.Strong Moral/Ethical Standards.
1-They perceive reality efficiently and can tolerate uncertainty.
2-Accept themselves and others for what they are.
3-Spontaneous in thought and action.
4.Problem-centered (not self-centered)
5.Unusual Sense of Humor
6.Able to look at life objectively
7.Highly creative.

21. Self-Actualization Not necessary to display all 15 characteristics.
Did not equate self-actualization with perfection.
Silly, Wasteful, Vain and Impolite but still Self-Actualized.
‘There are no perfect human beings’.
-Maslow
It’s not necessary to display all 15 characteristics to become fully self-actualized and not only self-actualized people will display them.
Maslow did not equate self-actualization with perfection. Self-actualization merely involves achieving ones potential.
Someone can be silly, wasteful, vain and impolite and still self-actualized.
Self-actualization is a matter of degree, ‘There are no perfect human beings’.
Less than 2% of the population achieve self-actualization.

22. Behavior Leading to Self-Actualization
a) Experiencing life like a child, with full fascination and attention.
b) Trying new things instead of sticking to safe paths.
c) Listening to your own feelings in assessing experiences instead of the voice of tradition, authority, or the majority.
d) Avoiding Deception and being honest.
e) Preparing to be unpopular if your opinions do not agree with those of the majority.
f) Taking responsibility and working.
g) Trying to recognize you defenses and having the bravery to give them up.

23. Hierarchy of Needs in Marketing
Ties in very close with consumer behavior.
Understand the customer on a deeper level
Accomplish the “greater” understanding
Hierarchy of Needs ties in very close with consumer behavior.
If you can understand the customer on a deeper level, you can make a more effective appeal for him/her to buy you product.
In order to accomplish the “greater” understanding, you need to know both the customers’ wants and needs.

24. Marketing
“What is it that their looking for?” “What underlying motives drive their purchases?”
The underlying motives are the gold mine.
“Who should they be targeting and how should they go about it?” becomes their key question.
“What is it that their looking for?” “What underlying motives drive their purchases?”
The underlying motives are the gold mine that marketers want to find out about, analyze, and hopefully understand.
“Who should they be targeting and how should they go about it?” becomes their key question.

25. Example Economic Decline
People who were once financially doing well are struggling just to get by.
As we see an extensive flop in financial welfare, we can accept or foretell that many people will plunge into the lower tiers of the triangle with their buying behaviors.
Customers will instead be mostly considering towards things like nourishment, safety, and the care of friends and family.
People who were once quite well of financially are struggling just to get by.
As we see a widespread hit in financial well-being, we can assume or predict that many people will be dropped to the lower tiers of the triangle with their purchasing habits.
Not able to grant themselves the luxury of purchases that pamper their needs for self-actualization, customers will instead be mostly looking towards things like sustenance, safety, and the support of friends and family.

26. Example
Use this psychology to better target your product to the biggest possible consumer amount.
We might want to avoid promotions that make the product appear like a luxury good.
Instead produce a commercial that shows close family bonds and the warmth of friendships, all held together by the product.
If you are selling a product in this environment, you can use this psychology to better target your product to the largest potential consumer base.
For instance, if we’re selling Coca-Cola in this climate, we might want to avoid campaigns that make the product look like a luxury good (self-actualization ads are popular with Coke)
Perhaps instead create a commercial that portrays close family bonds and the warmth of friendships, all held together by Coke of course.

27. Coca-Cola Commercial

28. Design About making a very specific impression.
Design is about getting into the heads of the viewers.
Design is more than nice colors and cool fonts. Its about making a very specific impression on a given group of people and steering them in the direction you want them to go.
While art could often be said to tie closely with the artists own psychology, design is about getting into the heads of the viewers.

29. Managers
Identify the needs of their staff and help them feel fulfilled so they can pursue their interests outside the workplace.
Bosses began to realize that employees’ hopes, feelings and needs had an impact on performance.
“Transactional” contract with a company’s staff, in which they received money in exchange for doing a job.
“Relational” contract where a company offered opportunities for an individual to feel fulfilled.
Managers use Maslow’s Hierarchy to identify the needs of their staff and help them feel fullfilled whether its by giving them a pet project, a fancy job title, or flexible working arrangements, so they can pursue their interests outside the workplace.
In the 2nd half of the 20th Century, bosses began to realize that employees’ hopes, feelings and needs had an impact on performance.
Some managers began to move away from a purely “transactional” contract with a company’s staff, in which they received money in exchange for doing a job
To a complex “relational” one where a company offered opportunities for an individual to feel fulfilled, but expected more in return.

30. Works Cited
Websites:
McLeod, Saul. "Maslow's Hierarchy of Needs." Simply Psychology. Saul McLeod, Web. 14 Sept
Burton, Neel, M.D. "Our Hierarchy of Needs." Psychology Today. Neel Burton M.D., 23 May Web. 14 Sept
Kremer, William, and Claudia Hammond. "Abraham Maslow and the Pyramid That Beguiled Business." BBC News Magazine. BBC World Service, 31 Aug Web. 14 Sept
Johnson, Joshua. "Design Meets Psychology: Putting Maslow’s Hierarchy of Needs to Work." Design Shack. Compact Creative Ltd., 14 Jan Web. 14 Sept
Videos
Simpsons Coca Cola Commercial - Super Bowl 44 Spot. Dir. N.D. Perf. The Simpsons. Coca- Cola, YouTube. Web. 14 Sept
YouTube. By Courtney Constantinos, Scott Aspden, and Stefan Phillips. Perf. Scott Aspden. YouTube. YouTube, 21 Aug Web. 25 Sept