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Maslow's Hierarchy of Needs

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Aimee Clayton

on 9 June 2014

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Transcript of Maslow's Hierarchy of Needs

Real World Examples



Advantages :

This theory provides a useful summary of human needs, which can be used in product design, product positioning, pricing (e.g. need for power & status), and retail outlets’ designs.
It also helps marketers to focus their advertising appeals on specific needs shared by a large segment of their target market.
Maslow felt that psychology in the past had neglected to focus on normal, fully functioning human beings. This new approach was later termed as the third force. In 1962, Maslow founded the American Association of Humanistic Psychology

Maslow theorized that humans have several inborn needs that are instinctual. These needs are the basis for his theory of motivation on the hierarchy of needs. Furthermore, he believed that the needs are ranked in terms of a hierarchy.
How it was developed
A hierarchy of needs that is often portrayed in the shape of a pyramid with the largest, most fundamental levels of needs at the bottom and the need for self-actualization at the top.
What is it?
Social needs:
Weekly group huddles. open communication keeps employees focused on the company’s aims. it also recognizes and rewards staff achievements. It encourages employees to contribute to the company's K-values such as being positive, seeing the best in people, and recognizing diversity

: Kellogg’s provides employees with challenging and stimulating responsibilities. it gives employees opportunities to take ownership of projects. It enables the employees to develop and improve
Real World Examples
Terms and Vocab
Stared by a humanist psychologist, Abraham Maslow

First introduced his concept of a hierarchy of needs in his 1943 paper "A Theory of Human Motivation" and his subsequent book Motivation and Personality.

Our actions are motivated in order achieve certain needs.

Who? When?
Maslow's Hierarchy of Needs

Self Esteem
Self Actualization
Kellogg’s uses Maslow Hierarchy of Needs to motivate its employees.

: Kellogg’s offers competitive salaries. it allows employees to choose the benefits that suit them, benefits include childcare vouchers, and cash alternatives to company cars. The savings and competitive salaries motivate employees to do better and be loyal to the company.

Safety needs
: Kellogg’s is committed to providing a safe and healthy working environment. however, the employees need to take responsibilities for following the safety rules. Kellogg’s offers a range of working patterns for those who work part-time, want a break, or those who work from home to have balance between work and life.


The major problem with Maslow's hierarchy-of-needs theory is that it cannot be tested effectively – there is no way to measure precisely how satisfied one level of need must be before the next higher need becomes operative.
The model is too simplistic:
The same product or service can satisfy several needs at once.
The model lacks empirical support for the rank-ordering of the needs.
The model is too culture-bound: it lacks validity across different cultures and the assumptions of the hierarchy may be restricted to Western cultures.
- Need for food, water, clothing, shelter

- The basic need for social security in a family and a society that protects against hunger and violence

- The need for belonging; to recieve and give love, appreciation, friendship

- The need to be a unique individual with a self-respect and to enjoy general esteem from others

Self Actualization
- realizing personal potential, self-fulfillment, seeking personal growth and peak experiences
This hierarchy suggests that people are motivated to fulfill basic needs before moving on to other, more advanced needs.
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