1. Maslow’s Theory of
Hierarchy of Needs

2. 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

3. Ten Fundamental Human Needs
Protection
Idleness
affection
Creation
subsistenc
e
Understan
ding
transcend
ence Participati
on
freedom
Identity

4. 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

5. Abraham Maslow
Professor of Psychology
Columbia University
Original thinker
Predecessors focused on the abnormal
and the ill
Maslow focused on positive qualities of
people
(April 1, 1908 – June 8, 1970)

6. 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
 On study of exemplary people such as Albert
Einstein, etc, rather than mentally crippled or
mentally ill

7. The Hierarchal Model
Being Need
Deficit
Needs

8. Physiological Needs

9. 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

10. Safety Needs

11. 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

12. Social Needs

13. 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

14. Esteem Needs

15. 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

16. Self Actualization Needs

17. 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

18. Why do I need to know all this
Psychobabble?

19. Maslow’s Theory in Practice
in Management
Products are formed and placed to satisfy a
category of needs in marketing
as well as advertising

20. 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.