1. Applying Maslow to Marketing
Psychological Effects of Marketing

2. Maslow’s Hierarchy of Needs
Does the pyramid to the right look familiar?
Where have you seen it before?
Do you remember what it means?
Can you think of a connection between it and market?

3. Stage One-Physiological Needs
The basic parts of human life
Such as: food, water, shelter, air, sleep *bottom of the pyramid*
People who are in this stage of purchasing probably don’t have a lot of money
They go for cheaper price over quality
They are attracted to anything they believe will save them money
Survivor example: what do they hunt for first???

4. Stage Two: Safety Needs
Feeling safe and secure inside your home, feeling financially secure, having safe relationships with friends and family *second from the bottom of the pyramid*
People in this stage purchase products to make them feel secure such as: retirement funds, self-defense classes, nanny cameras, alarm systems
Think back to survivor: after they gained their survival needs they focus on winning the game and not being sent home

5. Stage Three-Love and Belonging Needs
The ways people feel accepted into the groups you want to be in, and the relationships you have with friends and family *middle of the pyramid*
The biggest part of this stage is wanting to being accepted or feel you “fit in” with the people you want to
People in stage three will usually purchase the following items for the following reasons:
Magazines and anything else that will keep them updated with the latest trends
Name brand items, and trendy clothes to help them fit in and be accepted by their peers
Perfumes, colognes, makeup, satin sheets, and sexy clothes to attract the opposite sex and gain love
Self improvement books to avoid criticism and by accepted
Forming friends and alliances, this is important to winning the game as well

6. Stage Four- Esteem Needs
Self esteem, giving and receiving respect, wanting power and control, as well as the need to feel valuable *second from the top on pyramid*
This is the stage where you start to take care of yourself, and wanting to be yourself instead of like everyone else
Consumers in this group will purchase the following items for the following reasons
Work-out equipment and healthy foods to become healthier
Books to help them become their own boss because they want to have power and control
Online financial investments to have complete control over their financial portfolios
Anti-aging to control aging
Expense clothes or cars to feel superior
These are the leaders in survivor (power and control as well as respect)

7. Stage Five- Self Actualization
You have everything and are searching for peace, knowledge, and self fulfilment *top of the pyramid*
Not everyone is lucky enough to make it to this stage
People in this stage will purchase the following items for the following reasons:
Art, flowers, and other beautiful things to nourish their souls
Cruises and other trips so them can enjoy themselves
Charity items and spontaneous gifts for others because they are happy when others are happy
Note the trips aren’t to show off
Suvivor-winner

8. Activities
Brainstorm more items consumers would purchase in each of the stages
Assign the stage to purchased items (remember to include a why)
The why can change which stage the consumer is at