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

Esteem

Self-Actualization

Safety

Belonging

Physiological

Physiological Needs

Food Air Water Clothing Sex

Basic Human Needs

Safety Needs

Protection Stability Pain

Avoidance Routine/Order

Safety and Security

Social Needs

Affection Acceptance Inclusion

Love and Belonging

Esteem Needs Self-Respect Self-Esteem Respected by

Others

Esteem

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.