Abraham H.

Maslow
-What a man can be, he must be

Group Members:
U108097 - Richa Gupta
U108098 - Rishiraj Singh Shekhawat
U108099 - Rupaj Dash
U108100 - S. Sandeep Gautam

Presentation Outline
1

About Abraham Maslow

Hierarchy of Needs

Application of the need hierarchy

Later Additions to the theory

Criticism

Case Studies

Things that can go WRONG

References

About Abraham H. Maslow

Abraham Harold Maslow

(April 1,1908 - June 8, 1970)

Had lonely childhood, found refuge in

books

Completed his BA, MA and PhD in

psychology from university of Wisconsin

Supported positive psychology

Known for his conceptualization of

hierarchy of human needs

Father of humanistic psychology

Influenced by Harry Harlow and Alfred

Adler
What is necessary to change a person is to change his awareness of himself.

Hierarchy of Needs
Pyramid composed of levels of human needs. The base included basic
needs and top self-actualization, which could be reached after humans
conquered each level of social, intellectual and spiritual needs

Being
Needs

Deficiency
needs

If you plan on being anything less than you are capable of being, you will probably be unhappy all the days of your life.

Application
Level of Need

General Rewards

Organizational Factors

5. Self Actualization

Growth, Achievement,
Advancement, Creativity

Challenging Job,
Opportunities for Creativity,
Promotion

4. Self Esteem

Self-respect, Status, Prestige

Social Recognition, Job Title,

High Status of Job, Achievement at work
Feedback from the Job itself

3. Social

Love, Friendship,
Feelings of Belonging

Work Groups / Teams,

Supervision,
Professional Associations

2. Safety

Security, Stability,
Protection

Health & Safety,

Job Security,
Contract of Employment

1. Physiological

Food, Water, Sleep

Pay,
Working Conditions

We fear to know the fearsome and unsavoury aspects of ourselves, but we fear even more to know the godlike in ourselves

Later Additions to the Theory

SELF - ACTUALIZATION
AESTHETIC

COGNITIVE

SELF - ACTUALIZATION

TRANSCENDENCE

Abraham continued his thought on hierarchy and further divided fifth

level of self-actualization into four parts
Level 5 - Cognitive (to know, to understand and to explore)
Level 6 - Aesthetic (the pursuit of symmetry, order and beauty)
Level 7 - Self - actualization (find fulfillment in ones self)
Level 8 - Transcendence (help others find fulfillment)
It is tempting, if the only tool you have is a hammer, treat everything as if it were a nail.

Case Studies

Embattled Hotelier found inspiration from an unlikely source:

Psychologist Abraham Maslow
Motivation of employees, customers and investors. E.g. Joe and workshop with
housekeepers

Internet Usage mapped to Maslows Theory

Increase in social networking sites (social needs)
Blogging and Video-casting (Self-esteem needs)

Applying the theory to create more effective and communicative

advertisements/commercials.
Sense of belongingness Johnson & Johnson, Saffola
Esteem needs Lakme, Lux

"He who controls others may be powerful, but he who has mastered himself is mightier still"

Criticism

Not Scientific

Research challenges the order of needs

Characterized people based on study of only small sample

Self actualization needs displayed by individuals even when there

lower level needs have not been fulfilled

Same need may cause different behaviour in different people

Ignores behaviour of people who bear with low pay for future
benefits

The ability to be in the present moment is a major component of mental wellness.

A real life example of how blind use

of Maslows theory can go wrong

A manager applied the theory to motivate and recruit his staff

Promoted some of his staff and gave them uniforms and titles but without
increasing their wages, thinking it will motivate them by addressing their
belonging needs and esteem needs

However, most of the promoted staff resigned to do manual jobs elsewhere

to increase their income. What he did not realise was that for these

staff what mattered most were physiological and security

needs.

Decided to increase their wages annually. But then, absenteeism

increased

Mistake: overlooked cultural issues

What is necessary to change a person is to change his awareness of himself.

References

EBSCO Database

http://www.examstutor.com/business/resources/studyroom/peo
ple_and_organisations/motivation_theory/3maslowshierachyofneeds.php

http://allpsych.com/personalitysynopsis/maslow.html

http://en.wikipedia.org/wiki/Abraham_Maslow

http://www.envisionsoftware.com/Management/Maslows_Needs
_Hierarchy.html

http://webspace.ship.edu/cgboer/maslow.html

Questions?