Maslow's Theory

Topics: Maslow's hierarchy of needs, Marketing, Psychology Pages: 5 (1366 words) Published: February 17, 2013
Running head: MASLOW’S MODEL 1

Individual Project Unit 2: Maslow’s Model
Vanessa Sutton

American Intercontinental University

This paper discuss the decision making processes a consumer makes when purchasing a product or Service. It requires a consumer pass through all the stages of the Industrial model depending on the size of the purchase. Sometimes customers skip or reverse some of the stages. For example, if I bought a favorite hamburger, I would recognize the need (hunger) and go to the purchase decision. I would skip information, search and evaluation. This model is used when making larger decisions such as buying a computer, buying a car which requires some deeper thought and deliberation. Marketers have been using this approach combined with Maslow’s hierarchy of needs conceptual model to generate ideas for developing product design, features ,advertising and other promotional techniques in the business world..


A general industrial model of consumer decision making processes consists of identification Of need/want; task orientation; information search; evaluation of options; purchase decision; past Purchase evaluation. This model is important for anyone making marketing decisions it makes the Marketer think about the whole buying process rather than just the purchase decision (where its to Late for a business to influence choice). Successful marketing persuades a prospective client to Purchase the product or service you are selling. One of the most effective ways to accomplish this Is to appeal directly to one or more of his/her basic needs. Maslow’s hierarchy of needs can be Used as a guideline in which to target marketing efforts, stating that success depends on meeting one Of Maslow’s identified needs. Maslow’s needs hierarchy is the foundation for many psychological Approaches to marketing. (Schaffer, 1995).

MASLOW’S MODEL 4 Abraham Maslow created the hierarchy of needs model in which he divided into basic needs (e.g. physiological, safety, love, and esteem) growth needs (cognitive, aesthetics and self-actualization). The lower level needs must be satisfied moving to the higher level growth needs. When these needs Have been satisfied, one may reach the highest level called self-actualization.

Every individual have a desire to move up the hierarchy toward the level of self-Actualization Unfortunately, your progress can be disrupted when you can’t meet lower level needs. Our life Experiences such as loss of a job, divorce, loss of a business, etc. may contribute to the change in Levels of the hierarchy.

Maslow noted only one in a hundred people reach the level of self-actualization because our Society rewards motivation primarily based on esteem, love and other social needs. The example Of the person that has reached self-actualization is Bill and Melinda Gates with their foundation which Have (4) four values optimism, collaboration, rigor, and innovation

The original of needs five stage model includes;
1. Biological and physiological needs – air, food, drink, shelter, warmth, sex, sleep, etc. Example of this type need is food, McDonalds corporation. McDonalds marketing strategy for more Than 50 years was “Be the fun, friendly place for families.” McDonald’s changed their advertising Strategy to “I’m Lovin it” with youthful pictures...
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