Maslow’s Theory of Hierarchy of Needs

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Motivation

The processes that account for an individual’s intensity,

direction, and persistence of effort toward attaining a goal.

Key Elements

1. Intensity: how hard a person tries

2. Direction: toward beneficial goal

3. Persistence: how long a person tries

Needs

Something that is necessary for an organism to live a healthy life

Deficiency would cause a clear negative outcome - deficiency or

death

Can be Objective/Physical or Subjective

Objective needs - food, shelter, sleep

Subjective needs – affection, acceptance, self-esteem

Ten Fundamental Human Needs

Protection

Idleness

Creation

Understanding

Participation

Identityfreedom

transcendence

subsistence

affection

The needs - Meaning

Need Meaning (having things)

subsistence food, shelter, work

protection social security, health systems, work

affection friendships, family, relationships with

nature

understanding literature, teachers, policies,

educational

participation responsibilities, duties, work, rights

leisure games, parties, peace of mind

creation abilities, skills, work, techniques

identity language, religions, work, customs,

values, norms

freedom equal rights

Abraham Maslow

Professor of Psychology

Original thinker

Predecessors focused on the

abnormal and the ill

Maslow focused on positive

qualities of people

Maslow’s Hierarchy of needs

Proposed in his paper – A Theory of Human Motivation, in 1943

Focuses on describing the stages of growth in humans

He studied on exemplary people such as Albert Einstein, etc, rather

than mentally crippled or mentally ill

The Hierarchal Model

Being Need

Deficit Needs

Physiological Needs

Mostly, literal requirements for human survival

If not met, the human body cannot function

Metabolic needs – air, water, food, rest

Clothing, shelter – needed by even animals

Could be classified as basic animal needs

Physiological Needs

Safety Needs

Once physical needs are met, safety needs take over

Personal including emotional

Health and well-being

Financial, job security

Safety of property against natural disasters, calamities,

wars, etc

Law & order

Safety Needs

Social Needs

Need to love and be loved

Need to feel a sense of belonging and acceptance

Small groups – clubs, office teams, school/college houses

Large groups – political parties, Sports teams, facebook

Social Needs

Esteem Needs

Need to be respected by others and in turn respect them

Sense of contribution, to feel self-valued, in profession or

hobby

Lower - respect of others, the need for status, recognition,

fame, prestige, and attention

Higher - self-respect, the need for strength, competence,

mastery, self-confidence, independence and freedom

Esteem Needs

Self Actualization Needs

What a man can be, he must be

Intrinsic growth of what is already in a person

Growth-motivated rather than deficiency-motivated

Cannot normally be reached until other lower order needs

are met

Rarely happens - < 1%

Acceptance of facts, spontaneous, focused on problems

outside self, without prejudice

Self Actualization Needs

Maslow’s Theory in Marketing/Advertising

PN - wife/child-abuse help-lines, social security benefits,

Samaritans, roadside recovery.

SN- home security products, insurance, life assurance,

schools.

EN- cosmetics, fast cars, home improvements, furniture,

fashion clothes, drinks, lifestyle products and services.

Criticisms of Maslow’s Hierarchy of Needs

The needs may not follow a definite hierarchical order. For example, even

if safety need is not satisfied, the social need may emerge.

The need priority model may not apply at all times in all places.

The level of motivation may be permanently lower for some people. For

example, a person suffering from chronic unemployment may remain

satisfied for the rest of his life if only he get enough food.

Criticisms of Maslow’s Hierarchy of Needs

Pamela B Rutledge while criticizing Maslow’s theory told, “None of these

needs — starting with basic survival are possible without social

connection and collaboration. Without collaboration, there is no survival.

It was not possible to defeat a Woolley Mammoth, build a secure

structure, or care for children while hunting without a team effort. It’s

more true now than then.

(Pamela B Rutledge(Phd) is a famous physiologist)

Other criticisms of Maslow's theory note that his definition of self-

actualization is difficult to test scientifically.

Conclusion

The basis of Maslow's motivation theory is that human beings are motivated by unsatisfied needs, and that certain lower factors need to be satisfied before higher needs can be satisfied. According to Maslow, there are general types of needs (physiological, survival, safety, love, and esteem) that must be satisfied before a person can act unselfishly.

He called these needs "deficiency needs." As long as we are motivated to satisfy these cravings, we are moving towards growth, toward self-actualization. Satisfying needs is healthy, while preventing gratification makes us sick or act evilly.