Maslow 's Hierarchy Of Needs Essay

Maslow 's Hierarchy Of Needs Essay

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Maslow’s Hierarchy of Needs, and its use as a Motivational Theory in the Dawn of Connectivity



Introduction
Various Motivational theories have gained prestige and critique over the past decade, but one that remains influential and arguably relevant to this day is Maslow’s Hierarchy of Needs. This essay will look to analyse this renowned hierarchy and to what extent it addresses motivation successfully in relation to three concepts, namely the concepts of emotional meaning, social connectivity and social digital technologies. In order to explore how these interact, the essay will look at the actions and examples of retail brand John Lewis, and how their Christmas campaign addresses the aforementioned concepts and motivates consumers into purchasing.
Maslow’s ‘hierarchy of needs’ is a motivational theory first introduced by Abraham Maslow in 1943, which deducts that human needs can be divided into five tiers and organised in a hierarchical manner. Maslow founded his concept upon the idea that individuals are motivated to fulfil needs within themselves, starting with the motivation to fulfil basic physiological needs and working up to the peak achievement of self-actualisation. The needs are as follows, starting at the tier’s bottom and escalating to the top (1943, pp372-383)
Firstly, Physiological needs concern the very basic needs of an individual, such as food, water, sleep and warmth. Maslow explains that these needs must be fulfilled before others in the hierarchy are considered, and relate to the main motivation of survival.
Secondly, Safety needs are those involving the need for safety and security, these can manifest in various ways. These motivations may be found in a desire for physical safety, safety in ideologies such ...


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...ng and connectivity, whilst providing a new platform for consumer motivations. The point should be made that online behaviours of consumers can potentially satisfy the needs of consumers at every hierarchical stage of Maslow’s, but arguably applies most to his psychological stages.
Social Digital Technologies are playing an ever increasing role in connecting and influencing consumers and their choices, providing new platforms for information sharing and marketing opportunities. It is estimated that around 2.34 billion individuals are using social media worldwide in 2016 (Statista), creating a network of connectivity spanning the globe. This has a massive effect on consumer choice, as these interlinked platforms allow individuals to connect and share ideas and reviews concerning purchases, which in turn affects the motivations and purchase choices of other consumers.

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