Research Investigation 5 - Maslow

You will consider Maslow's hierarchy of needs and how to apply this in your research investigation.

Key Words: Needs

Maslow’s Hierarchy of Needs explores the idea that humans are motivated by certain unsatisfied needs, the most basic of which must be satisfied before more complex ones can be achieved. Here both the fundamental needs for survival, health, security and self actualisation are explored. And from the perspective of the media industry this hierarchy can help to reach out to an audience with ideas and products which in some way interact with these needs, provoking a response.

Physiological Needs

(Breathing, food, water, sex, sleep, homeostasis and excretion)

At the bottom of the pyramid are the physiological needs, the basic elements without which human survival is impossible. These cravings are imprinted onto our very being as fear of death and consequently the desire to live and, if such substances such as nutrition and sleep are removed we are almost always prepared to act in order to recover them, no matter what the consequences might be. Therefore, it is only natural that these must be fulfilled before the mind or the body is able to concentrate on any more complex needs reaching out to self actualisation.

Safety

(Security of: body, employment, resources, morality, the family, health and property)

According to Maslow’s theory, once the physiological needs have been met, we are able to move our concentration to the aspects of security. Here the absence of security at its worst can result in war, famine and abuse among other horrific factors creating outcomes such as depression, post-traumatic stress, insomnia and paranoia. A sense of morality is also necessary as the ability to distinguish right from wrong and to act accordingly is crucial to the survival of society in the creation of a fair and decent system of law and order.

Love/Belonging

(Friendship, family and sexual intimacy)

After the physiological and safety needs are met, the third section of the pyramid deals with feelings of love and belonging, a need which is especially strong in childhood and can even override the need for safety. And neglect, ostracism and bullying, amongst other things, can damage the individual’s ability to maintain emotionally significant relationships between friends and family. 

Human beings, as deeply social creatures, need to feel accepted in various forms of communities and the absence of belonging can cause loneliness, depression and anxiety. The need for acceptance can also cause an individual to give into peer pressure, often disregarding a need for safety.

Esteem

(Self-esteem, confidence, achievement, respect of others, respect by others)

Esteem is the human need to be valued by themselves and by others and a lack of esteem may result in an inferiority complex or depression, which in turn will stifle the individual’s ability to increase their self esteem. Maslow notes two versions of the need for esteem, the lower need being for respect from others, recognition and prestige whilst the higher need deals with self-confidence, freedom, independence and self-respect. The higher need is ranked as such in Maslow’s theory since it deals with matters closer to inner competence and self actualisation.

Self-actualisation

(Morality, creativity, spontaneity, problem solving, lack of prejudice, acceptance of facts)

The highest need of Maslow’s theory is that of self-actualisation and represents the individual’s full potential or rather the desire to become everything that they can be. And in order to meet this need, the individual must first achieve and maintain the lower, physiological, safety, love and esteem needs.

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However, in looking at this hierarchy, one might argue that whilst Maslow presents the rigid idea that one thing must be achieved before another, the needs described will invariably overlap, blurring the lines. For example, food and water would surely come within the same category as resources and health, illness being one of the many things which lessens the chance of longevity. Problem solving, amongst other things, one of the highest needs shown here, would also surely interact with survival as the ability to problem solve allows a more efficient approach to survival and security. And therefore, although this hierarchy can be a good basis and guide, perhaps it should not be taken as the strict, inflexible structure which it is shown to be.

Description of How Marketers Can Use Maslow's Hierarchy of Needs

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 basic needs. Many business students are taught to view Maslow's hierarchy of needs as a guideline against which to target marketing efforts, arguing that success depends on meeting one of Maslow's identified needs. Although other needs theories also have relevance, Maslow's needs hierarchy remains the foundation for many fruitful psychological approaches to marketing.

Potential Marketing Implications of Maslow's Theory

Maslow posited that human behavior and decision-making are motivated by one of the five need levels in his hierarchy. Applied to marketing theory, your ability to effectively appeal to one of these motivational drivers is a key determinant of your potential success. Non-essential services -- massage treatments or custom tailoring, for example -- may be marketed successfully to those in the fourth or fifth level of Maslow's hierarchy because those people are driven by the needs for increased self-esteem and realizing their full potential. The same marketing campaign is unlikely to appeal to those on the first level, as they are driven by the most basic of human needs: food, water and other elements of survival.

Things to Consider

Maslow's basic principles linking marketing to human psychology remain valid. You connect best with prospective customers if you appeal to their needs in a relevant, meaningful way. Consider the level of need your customer is trying to meet, and market your product in such a way as to convince him that it will fulfill exactly that need. Perform periodic evaluations of your marketing techniques because your target audience may not remain static. Always be aware of where on Maslow's needs hierarchy your customer base is and where your product fits in. The more these two dovetail, the more effective your marketing efforts are.

Task 1: Go through the Ppt and complete the tasks by writing in your orange books.

Maslow u&g theory from ealeya

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Task 2: Further application of Maslow to your R. I. text

Start with a synopsis of the movie or game or poster you are investigating and decide what the overall “challenge” is that the character faces. 

Compare the main character in the film to each level of the hierarchy of needs. List specific examples of how the character met or achieved each level and then identify their overall self-actualizing moment. What do they discover about themselves?

Identify specific moments when the character is being motivated intrinsically and extrinsically and how those moments contribute to their overall success.

Finally, briefly explain how Maslow’s hierarchy could be used or has been used in your life. Either list a goal you have achieved and how you fulfilled the steps toward your goal or identify how you are working toward self-actualization and list some examples of each level that will help you to get to the top. What does Maslow’s hierarchy mean to you and how can you continue to use it in your life?