Maslow’s hierarchy of needs is among the most widely used theories in fields like psychology and sociology, and is frequently applied in the study of consumer behavior.
From a marketing perspective, this theory is also interesting to engage with.
Maslow’s theory broadly divides individual needs into five different levels. The distribution is visualized through a pyramid, as these levels of needs, according to Maslow, function interdependently.
The pyramid is hierarchically divided by needs, where at the bottom of the hierarchy, we find the most basic and fundamental needs for our existence as individuals. At the top, we find the needs that lay the groundwork for personal growth.
From a marketing standpoint, the hierarchy of needs can make a lot of sense to consider in your strategies to better understand consumer buying motives and to appeal to the relevant levels of need.
Interested in learning more about marketing theories and models? Check out my posts here:
- Internal business analysis using HubSpot CRM
- Optimization of ads using the communication model Facebook Ads
- Internal and external business analysis using SEO techniques
- Analysis of external macro factors using Marketing Tools
Let’s take a look at the individual levels in Maslow’s hierarchy of needs from a marketing perspective.
Physiological needs
When talking about physiological needs, we refer to the most basic needs for our physical function as humans. These include primary needs such as food and drink.
To appeal to this need, it would be relevant in the marketing of such products to focus on their nutritional necessity for the consumer.
Safety needs
As the name suggests, this refers to the needs an individual has to feel safe and secure in their environment.
If this need is not met, it will be difficult, according to Maslow, for the individual to focus on the other needs in the pyramid.
From a marketing perspective, it would be relevant to consider strategies that promote the credibility of products that ensure consumers feel safe and comfortable investing in them.
Social needs
Social needs, as the name suggests, relate to all the needs that have to do with social connections in relationships as well as in societal communities.
Humans are inherently social beings, and being able to be part of a social community is among the most basic and fundamental needs for our existence, which is why this need is found just after safety needs.
If you want to appeal to the social needs an individual possesses, it would be relevant, for example, to create a sense of belonging around your brand through social media.
In this way, the investment in a product also becomes an investment in a community that shares the same interests and meets the need for social connection.
Esteem needs
The esteem needs are about an individual’s self-respect and their status in relation to the world around them; in other words, how the world perceives the individual.
Here, the individual needs to achieve a positive reputation and recognition of their presence, which helps to enhance their sense of self-worth.
To appeal to this need, it will be necessary to create a certain status around your product.
In this way, the investment in the product’s positive qualities and values becomes part of the individual’s self-esteem, as the world will associate a certain level of status with the product and, therefore, also with the individual who possesses it.
Self-actualization
When all other needs are met, the individual, according to Maslow, will have a need to unfold their abilities, develop these, and thereby reach their full potential.
This could, for example, be through personal development, which can be appealed to through marketing efforts.
It could be through products, courses, or workshops that the individual can explore their own abilities and meet this need.
In other words, marketing efforts should focus on appealing to the individual’s passion, interests, and need to develop these.
Criticism of maslow’s theory of needs
As with many other theories, there are several points of criticism to be directed at Maslow’s hierarchy of needs.
This theory should first and foremost be viewed as a product of its time – namely, the USA in the 1950s.
It is, therefore, a division of needs from a Western perspective, and if you wish to apply the pyramid’s hierarchical division to consumers from other cultures, you should be aware that it may be difficult to align the distribution with other cultural norms.
Furthermore, the hierarchy of needs should also be seen as a general division of an individual’s needs. It is, therefore, a practical model that can provide a general overview – but not much more.
Each need is, in reality, far more complex than they appear in the pyramid. Many times, the needs are interconnected, and it may be these connections between the individual levels that ultimately determine consumer behavior.
Have you ever used Maslow’s hierarchy of needs to understand consumer behavior? The comment section below is, as always, open for input!
Comments