MASLOWS HIERARCHY

THEORY

INTRODUCTION
Maslows hierarchy of needs is a theory in
psychology proposed by Abraham Maslow
in his 1943. Maslow subsequently
extended the idea to include his
observations of humans innate curiosity.
His theories parallel many other theories
of human development psychology, some
of which focus on describing the stages of
growth in humans.

MASLOWS ORIGINAL FIVE-STAGED

MODEL

PHYSIOLOGICAL NEEDS
SAFETY NEEDS
AFFILIATION NEEDS
ESTEEM NEEDS
SELF-ACTUALIZATION NEEDS

THE EXPANDED HIERARCHY OF

NEEDS
PHYSIOLOGICAL NEEDS
SAFETY NEEDS
AFFILIATION NEEDS
ESTEEM NEEDS
COGNITIVE NEEDS
AESTHETIC NEEDS
SELF-ACTUALIZATION

NEEDS
TRANSCENDENCE NEEDS

ASSUMPTIONS
HUMAN BEHAVIOUR IS BASED ON NEEDS.

SATISFACTION OF THESE NEEDS

INFLUENCES BEHAVIOUR.
HUMAN NEEDS FORM AN HIERARCHY
STARTING FROM BASIC NEEDS TO HIGHER
LEVEL NEEDS.
A SATISFIED NEED CEASES TO BE
MOTIVATOR.
WHEN A LOWER NEED IS SATISFIED, A
PERSON MOVES TO THE NEXT HIGHER
LEVEL NEED.

PHYSIOLOGICAL NEEDS
THESE ARE THE MOST BASIC NEEDS.
THEY ARE ESSENTIAL FOR

MAINTAINING HUMAN LIFE.

THESE NEEDS ARE FINITE.
SUCH NEEDS INCLUDE- AIR, WATER,
FOOD, SLEEP AND SHELTER.
PHYSIOLOGICAL NEEDS HAVE TO BE
REPEATEDLY SATISFIED.
EXAMPLE-AN INDIVIDUAL NEEDS FOOD
EVERY TIME HE IS HUNGRY.
TIPS-GOOD SALARY AND
COMFORTABLE WORKING
CONDITIONS.

SAFETY NEEDS
THESE INCLUDE

PHYSICAL SAFETY AND

ECONOMIC SECURITY.
THESE PROVIDE FREEDOM
FROM FEAR OR THREAT.
A PERSON WANTS
PHYSICAL PROTECTION,
LIFE INSURANCE AND
PENSION.
TIPS-JOB SECURITY,
PENSION, GRATUITY AND
GROUP INSURANCE.

AFFILIATION NEEDS
MAN IS SOCIAL IN NATURE.
HE NEEDS LOVE,

AFFECTION, A SENSE OF
BELONGING AND
FRIENDSHIP WITH OTHERS.
AN INDIVIDUAL CREATES
FAMILY, FRIENDS,
RELATIVES AND CLUBS.
TIPS-ENCOURAGING TEAM
BUILDING AND
OPPORTUNITY FOR
FRIENDSHIP.

ESTEEM NEEDS
THESE INCLUDE SELF

ESTEEM AND ESTEEM OF

OTHERS.
IT MEANS SELFCONFIDENCE AND SELFRESPECT.
ESTEEM OF OTHERS
MEANS POWER, PRESTIGE
AND RESPECT FROM
OTHERS.
TIPS-CHALLENGING JOBS
AND PROVIDING GOOD JOB
TITLES.

COGNITIVE NEEDS
DERIVED FROM LATIN WORD

COGNOSCERE
THESE INCLUDE DESIRE TO KNOW
AND UNDERSTAND.
PEOPLE WITH STRONG COGNTIVE
NEEDS ARE DESCRIBED AS CURIOUS.
KNOWLEDGE IS IMPERATIVE TO
SATISFYING EACH OF THE CONATIVE
NEEDS.
EXAMPLE-IN ORDER TO MEET
PHYSIOLOGICAL NEEDS, A PERSON
MUST KNOW HOW TO ATTAIN FOOD
AND SHELTER.
TIPS-FAMILIARIZING WITH THE JOB AND
PROVIDING WORK KNOWLEDGE AND
LOGICAL METHODS OF DOING JOBS.

AESTHETIC NEEDS
MEANING- APPRECIATION OF

BEAUTY
IT IS BASED ON MASLOWS BELIEF.
HUMANS NEED BEAUTIFUL IMAGERY
AND SOMETHING NEW TO CONTINUE.
HUMANS NEED TO REFRESH
THEMSELVES IN THE PRESENCE AND
BEAUTY OF NATURE.
TO RELATE IN A BEAUTIFUL WAY
WITH THE ENVIRONMENT.
IT LEADS TO BEAUTIFUL FEELING OF
INTIMACY WITH NATURE.
TIPS-FRIENDLY BEHAVIOUR, CLEAN
WORK PLACE AND COMFORTABLE
WORKING CONDITIONS.

SELF-ACTUALIZATION NEEDS
IT IMPLIES TO BECOME

WHAT ONE IS CAPABLE OF

BECOMING.
THESE NEEDS ARE
PSYCHOLOGICAL AND
INFINTE.
EXAMPLE-A CLIMBER WHO
HAS CLIMBED FEW PEAKS
WANTS TO CLIMB MT.
EVEREST.
TIPS-CONTINOUS LEARNING,
ENCOURAGE CREATIVITY
AND ALLOW RISK TAKING.

TRANSCENDENCE NEEDS
THESE ARE ALSO KNOWN AS

SPIRITUAL NEEDS.
IT INVOLVES HELPING
OTHERS TO ACHIEVE SELF
ACTUALIZATION.
ACCESSIBLE FROM MANY
LEVELS.
WHEN FULFILLED IT LEADS
TO FEELING OF INTEGRITY.
TIPS-HELPING OTHERS IN
THEIR WORK AND SHARING
IDEAS FOR BENEFIT OF
OTHERS.

ADVANTAGES
IT SERVES WELL TO INTERPRET HUMAN

BEHAVIOUR AND MOTIVATION.

IT HAS RELEVANCE IN MODERN-DAY APPLICATIONS,
ESPECIALLY IN THE WORLD OF BUSINESS.
THIS THEORY PROVIDES A USEFUL SUMMARY OF
HUMAN NEEDS, WHICH CAN BE USED IN PRODUCT
DESIGN, PRODUCT POSITIONING, PRICING AND
RETAIL OUTLETS DESIGN.
IT ALSO HELPS MARKETERS TO FOCUS THEIR
ADVERTISING APPEALS ON SPECIFIC NEEDS
SHARED BY A LARGE SEGMENT OF THEIR TARGET
MARKET.

DRAWBACKS
HUMAN NEEDS CANNOT BE

CATEGORISED INTO DISTINCT

WATERTIGHT CATEGORIES.
NEEDS MAY NOT FOLLOW HIERARCHY. A
PERSON MAY PURSUE SELF
ACTUALIZATION NEEDS EVEN THOUGH
HIS LOWER LEVEL NEEDS ARE
UNFULFILLED.
A PERSON OFTEN SEEKS TO SATISFY
SEVERAL NEEDS AT THE SAME TIME.

CRITICAL EVALUATION
MASLOWS FORMULATION OF CHARACTERISTICS OF SELF
ACTUALIZED INDIVIDUALS:
BIOGRAPHIES AND WRITING OF 18 PEOPLE WHO WERE IDENTIFIED
AS BEING SELF ACTUALIZED.
HE DEVELOPED A LIST OF QUALITIES THAT SEEMED
CHARACTERISTIC OF THIS SPECIFIC GROUP AS OPPOSED TO
HUMANITY IN GENERAL.
PROBLEMS:
FROM A SCIENTIFIC PERSPECTIVE, BIOGRAPHICAL METHOD IS
EXTREMELY SUBJECTIVE AS IT IS BASED ENTIRELY ON THE
OPINION OF THE RESEARCHER.
PERSONEL OPINION IS ALWAYS PRONE TO BIAS, WHICH REDUCES
THE VALIDITY OF THE DATA OBTAINED.
CONCLUSION:
MASLOWS OPERATIONAL DEFINITION OF SELF ACTUALIZATION
MUST NOT BE BLINDLY ACCEPTED AS SCIENTIFIC FACT.

JACK TARTAGLIAS EXPERIMENT

HE SURVEYED 5 HIGH SCHOOL GIRLS

AND 5 HIGH SCHOOL BOYS TO TEST THE

SATISFACTION THAT EACH RECEIVED
WHEN THEY ACHIEVE A DIFFERENT
HIERARCHY.
HIS HYPOTHESIS WAS THAT BOTH GIRLS
AND BOYS WOULD RECEIVE HIGHER
SATISFACTION WHEN BASIC NEEDS WERE
FULFILLED.

HOW WAS THIS

EXPERIMENT CARRIED
OUT ?
HE RANDOMLY SURVEYED BOYS AND GIRLS

THROUGHOUT A WEEK BY GIVING THEM A

WORKSHEET.
ON THE WORKSHEET WAS A SAMPLE
HIERARCHY, WHICH EXPLAINED WHAT EACH
HIERARCHY MEANS.
THEN HE HAD THESE SUBJECTS FILL A CHART
OF A RECENT BEHAVIOUR ON EACH HIERARCHY
WITH A SATISFACTION RATING FROM 1-5.

SOWHAT HAPPENED ?
AFTER HE HAD COLLECTED ALL HIS

DATA, AND AVERAGING EVERYTHING

TOGETHER, HE FOUND THAT:
GIRLS WERE MORE SATISFIED WITH SELF
ACTUALIZATION NEEDS.
BOYS WERE MORE SATISFIED WITH
SOCIAL NEEDS AND ESTEEM.

LESSON LEARNT
THOUGH IT MAY SEEM THAT HIGH SCHOOL
BOYS AND GIRLS MAY HAVE SOMEWHAT
SIMILAR SATISFACTION RATINGS, THEY
COMPLETELY DIFFER IN ALMOST EVERY
SINGLE HIERARCHY, BESIDES THE BASIC
HIERARCHIES.

CONCLUSION

BIBLIOGRAPHY
www.age-of-the-sage.org>psychology
www.simplypsychology.org>maslow
www.study.com>academy>the-needs-theory
www.managementstudyguide.com>maslow
www.callofthewild.co.uk>library>theory
www.business.com>management
www.netmba.com>motivation>maslow

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