1. Maslow’s Hierarchy Of Needs

2. 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

3. 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:

4. 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

5. Self-Actualization
Esteem
Belonging
Physiological
Safety

6. Basic Human Needs
Food
Air
Water
Clothing
Sex
Physiological Needs

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

8. Love and Belonging
Affection
Acceptance
Inclusion
Social Needs

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

10. Self-Actualization
Achieve full potential
Fulfillment

11. W.I. Thomas’ Four Wishes

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

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

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

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

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