Maslow’s pyramid: how is the hierarchy of needs and motivation used in modern marketing?

Maslow’s pyramid is a model of distribution of human needs from basic (physiological) to higher (spiritual). Psychologist Abraham Maslow first outlined the theses of the model back in 1943. Subsequently, the theory was expanded and supplemented, found its critics and supporters. Today, the scientist’s ideas are used in marketing, combining the needs of buyers and the capabilities of brands.
Maslow’s Hierarchy:

Pyramid of Motivation and Needs

The author himself worked on his theory asia mobile number list of needs throughout his life, gradually supplementing and expanding it. At first, the pyramid consisted of only five basic levels, and in 1970 it already had eight.

The main idea of ​​the concept is that a person will strive for higher levels (love, respect, self-development) only after satisfying the lower ones – (safety, health, food, etc.). Basic needs are the main ones, therefore they take up more space in a person’s life. Subsequently, a specific pyramidal image was added to the simple description and the theory began to be called the Maslow pyramid or triangle.

Needs determine motivation. For example, the needs for self-realization and knowledge motivate a person to perform their duties better, acquire new knowledge and skills, and develop personally and professionally.

Maslow’s Pyramid Levels

Maslow’s Theory Levels:
Physiological – the needs form the basis of the pyramid. This is the basic level, which is necessary for survival – food, water, sleep.
Security is the desire to be healthy, to protect yourself from physical and psychological threats – a house with a reliable lock on the doors, a stable income, purchasing an insurance policy.
Social – friendship, love, the desire to belong to a certain group of people, for example, based on interests.
Respect and recognition – the desire for personal achievement, gaining competence, and the respect of others.
Self-expression and self-realization are the development of a person as an individual, the realization of one’s potential.
Cognitive – knowledge and research.

Aesthetic

 

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the desire to surround oneself with  beauty, the search for a balance between content and form.
Transcendental – reflections on the die erfolgsformel: kreativität anpassungsfähigkeit meaning of life and the search for one’s own self, the desire to go beyond everything that exists.
Interesting fact: The level of transcendence that is at the top of Maslow’s pyramidaddedto his theory already at an advanced age, having survived a heart attack and lost his foundation – physical health.

In real life, such a clear division into needs is quite rare. After all, according to the scientist, a person thinks about the next step of the usa ceo pyramid when he completely satisfies the previous request. In addition, the priority of needs often depends on life circumstances, individual, historical and geographical features.

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