Maslow’s hierarchy of needs is a masterpiece left by American psychologist Abraham Maslow . It has a strong impact and is widely applied in all fields, especially in Marketing.
Because the ability to get consumers to act is a competitive advantage that any marketer aspires to achieve, and Maslow’s Hierarchy of Needs is a useful resource to learn about psychology and behavior. of cutomer.
What Is Maslow’s Hierarchy of Needs?
Maslow’s hierarchy of needs is a motivational theory in psychology that includes a five-tiered model of human needs including: biological , safety , social , esteem , and self-actualization.
This five-stage demand pyramid model can be divided into shortfall and growth needs. The first four levels: biological , safety , social , and esteem needs are often referred to as deprivation needs (Deficiency needs) and the highest level of self-actualization needs are called growth or growth needs need to become (Being need).
Deficiency needs in Maslow’s Hierarchy of Needs arise from deprivation and are thought to motivate people when they are not being met. In addition, the incentive to fulfill such needs becomes stronger the longer they are denied. For example, the longer a person goes without food, the hungrier they will be.
Maslow (1943) originally stated that individuals must satisfy lower-order deprivation needs before progressing to higher-order growth needs.
He then continued to refine his theory based on the concept of a hierarchy of needs for several decades (Maslow, 1943, 1962, 1987). Regarding the structure of his hierarchy of needs, Maslow (1987) proposed that the order in the hierarchy was not as rigid as he might have implied in the previous description.
He clarified that need satisfaction is not necessarily in order, and admitted that his earlier statements may have given the false impression that this need must be satisfied 100 % before the next need appears.
Maslow notes that the order of needs can be flexible based on external circumstances or individual differences. For example, he notes that for some individuals, the need for esteem is more important than the need for society. For others, the need for self-expression and creative exercise can supersede even the most basic of needs.
In addition, Maslow (1987) also showed that most behaviors are multi-motivational and that any behavior tends to be determined simultaneously by some or all of the basic needs rather than just one. one of them.
Therefore, not everyone will follow Maslow’s hierarchy of needs in a unidirectional way that can move back and forth between different types of needs.
Below are successful brands for each of the needs shown in Maslow’s Hierarchy of Needs. They are also great examples of how they can be used in many areas such as branding , business , marketing and life.
In addition, you can completely apply the theory of Maslow’s hierarchy of needs to build for businesses Customer Journey – Customer journey map . This is the best way for you to shape the customer experience process, from the moment you approach the brand, to purchase the product and implement the after-sales policies.
5 Levels of Maslow’s Hierarchy of Needs in Marketing
1. Biological needs in Maslow’s Hierarchy of Needs
Biological Needs of Maslow’s Hierarchy of Needs is the foundation of all human needs, and we need these needs to survive. For example: air, food, drink, shelter, etc. If these needs are not satisfied, the human body cannot function optimally.
Maslow considers biological needs to be the most important because all other needs become secondary until these are met.
Companies such as Nestle Pure Life, Fiji Water, Aquafina and Dasani have website content that emphasizes the pure, fresh taste of water. The ultimate desire to quench people’s thirst is conveyed throughout their content.
In addition, the messages of popular fast food chains such as McDonalds, Burger King, Taco Bell, and Wendy’s have successfully demonstrated the appeal of tapping into our innate need for food. Copies of these websites emphasize their food-related enjoyable, fun, refreshing and delicious experiences.
The positive experience associated with hunger satisfaction is strongly conveyed.
2. Maslow’s Need for Safety
Once our biological needs have been satisfied, the next need that Maslow’s Hierarchy of Needs refers to is safety. Humans need protection and safety from physical threats and dangers. mental or physical.
It is evident when we desire security, order and stability, especially in today’s world. The volatile job market, lack of quality healthcare and affordable insurance, high crime rates and extreme weather conditions.
Messages from major insurers like Progressive, Geico, State Farm, All State, Nationwide and Liberty Mutual effectively appeal to our innate need for safety and security.
Their content has a strong focus on savings, value, quality protection, trust, service, support, simplicity, satisfaction guarantee, and peace of mind. Together, these keywords meet our safety and security needs and convince consumers to make a purchase.
3. Social needs in Maslow’s hierarchy of needs
Up until now, we have only discussed the vital needs for the life and physicality of individuals. Once we satisfy those, the next level of need in Maslow’s hierarchy of needs is the social need that includes love, affection and belonging.
Examples: intimacy, trust, giving affection and connection, being part of a group (family, friends, work).
The value propositions of popular social networking sites like Facebook, Twitter, LinkedIn, Google+ and Pinterest appealed to the subconscious human need that is social. The function allows you to register an account using keywords such as “connect, share, chat, user, friend, group, love, search, cooperate, together” and hang out”…
These keywords completely fuel our desire to belong and convince us to use their services.
Likewise, the offering of popular dating sites like Tinder, Zoosk, Match.com, eHarmony and PerfectMatch.com appeals to our need to love and be loved. The copies of these sites use keywords like romance, romantic relationship, marital relationship, compatibility, affection, etc. These keywords tap into our desires. for love.
4. The need for esteem in Maslow’s Hierarchy of Needs
This stage in Maslow’s hierarchy of needs reflects an individual’s ego needs. As human beings, we always want to be recognized and respected for our achievements. The need for esteem is classified by Maslow into two categories: (1) self-respect (dignity, achievement, mastery, independence) and (2) desire for fame or respect. from others (e.g. status, prestige).
Maslow points out that the need for respect or reputation is most important for children and adolescents and precedes true self-esteem or dignity.
Marketing companies capitalize on this need and nurture that ego.
Content from luxury car companies Mercedes, Audi, Aston Martin, Lamborghini and Maybach conveys that need. Strong emotional keywords (exclusivity, luxury, elegance, etc.) come together and entice people around the world to want those products.
Companies that offer expensive, unique products are great examples of the power of conversion through words.
5. Self-actualization needs of Maslow’s hierarchy of needs
The highest level of Maslow’s Hierarchy of Needs is the need for self-actualization. When all other needs are satisfied, you move on to the pursuit of self-realization, realizing your potential, seeking personal growth and peak experiences.
A desire to be everything one is capable of being. Individuals who wish to express themselves are interested in asserting themselves in life, working according to their passions, and dedicating themselves to humanity or a community.
Calls to action by the largest charities in the United States, such as the United Way, Salvation Army, Feed the Children and the American Cancer Association, have effectively persuaded individuals to take action. The use of keywords (Change, unity, community, …) directly inspires individuals at the top of Maslow’s Hierarchy of Needs to donate or volunteer to their charity.
Similarly, messages from recruitment websites for the US Army, Navy, Air Force, and Coast Guard convince individuals to join for the benefit of the community. The use of keywords (Learn, challenge, inspire) encourages these individuals to participate in said services.
In today’s ever-evolving world, consumers are constantly exposed to a flood of advertisements, messages, offers and calls to action. Maslow’s hierarchy of needs or hierarchy of needs is the foundation for creating content that persuades and motivates consumers to buy products and services to satisfy different needs.
Make smart use of Maslow’s hierarchy of needs in Marketing to build personas , gain customer insight and thereby design effective messages for the brand. It’s an important first step to drawing consumer interest in your product, helping your brand win a place in the customer’s mind.
Hopefully, the above article of Malu has helped you gain more knowledge about Maslow’s hierarchy of needs to apply in your marketing!