Maslow's Hierarchy of Needs and Consumer Motivation 2
Conclusion and Recommendations 12
List of Tables and Illustrations
Table 1 17
Table 2 18
Illustration 1 19
Illustration 2 19
Abraham Maslow's hierarchy of needs is useful for advertisers because it helps describe the motivations that consumers have when they buy certain products or services. Evidence from various studies shows that there is indeed a link between the motivations of consumers and the hierarchical ranking of needs found in Maslow's theory. Advertisers have found it particularly useful to appeal to "higher" needs (such as status or social belonging), even when making pitches for items relating to the "basic" needs (such as food or clothing). Maslow's theory has also been found helpful in creating methods for segmenting markets; in other words, consumers can be ranked according to their lifestyle characteristics, which are in turn derived from Maslow's views on the needs that motivate people. Although Maslow did not explicit discuss the topic, it has also been found that "fun" is an important consumer motivation, and advertisers need to take this factor into account along with the other motivational needs.
This paper will be concerned with Abraham Maslow's hierarchy of needs and how it relates to the needs of consumers. It will be seen that people are often motivated to make purchases because of their desire to fulfill the types of needs... [continues]
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