1. Maslow’s Hierarchy Of Needs

2. Maslow’s Theory
“We each have a hierarchy of needs that ranges from "lower" to "higher." As lower needs are fulfilled there is a tendency for other, higher needs to emerge.” Daniels, 2004

3. Maslow’s Theory
Maslow’s theory maintains that a person does not feel a higher need until the needs of the current level have been satisfied. Maslow's basic needs are as follows:

4. Personal Motivation
Consumers will not need or want consumer goods or services that fufil higher levels on the hierarchy without satisfying lower ones.
Example: If living in a war torn country, one has no desire for a social networking site

5. Self-Actualization
Esteem
Belonging
Physiological
Safety

6. Basic Human Needs
Food
Air
Water
Clothing
Sex
Physiological Needs

7. Safety Needs Protection Stability Pain Avoidance Routine/Order
Safety and Security
Protection
Stability
Pain Avoidance
Routine/Order
Safety Needs

8. Love and Belonging
Affection
Acceptance
Inclusion
Social Needs

9. Esteem
Esteem Needs
Self-Respect
Self-Esteem
Respected by Others

10. Self-Actualization
Achieve full potential
Fulfillment

11. Marketing and Advertising
As a business – we must learn how to communicate how our product or service communicates to one of these levels of human needs

12. Which Need is Being Advertised?