Maslow’s Theory of

Hierarchy of Needs
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
affection

Creation

subsistenc
e
Understan
ding

transcend
ence Participati
on
freedom
Identity
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
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)

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
The Hierarchal Model
Being Need

Deficit
Needs
Physiological 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
Safety 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
Social 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
Esteem 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
Self Actualization 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
Why do I need to know all this
Psychobabble?
Maslow’s Theory in Practice in
Management

Products are formed and placed to satisfy a

category of needs in marketing
as well as advertising
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.