In the 1930s, a man named Abraham first spoke of a concept now known as the Maslow’s pyramid. With it, he prioritizes the needs of people.
What does psychology have to do with marketing? More than you think, in this article we explain. So that you understand more about the relationship that exists, we place current examples.
What is Maslow’s pyramid?
In the work A Theory of Human Motivation or A theory of human motivation, the prioritization of needs was discussed for the first time. Years later, it was graphically depicted and became known as La Maslow’s pyramid.
The figure shows the psychological needs and motivations, ranging from basic to advanced. As they are covered it is like leveling up in the pyramid and you will be located in a higher one.
It was Abraham Maslowhumanistic psychologist, who created it to raise the desire of that people have. What did he want to achieve with her?
What is Maslow’s Pyramid of Needs for?
The objective is to make it clear that, in order to achieve self-realization, needs that contribute to motivation must first be met. The Maslow’s theory it has been useful in psychology, philosophy and even marketing.
What is the hierarchy of needs and the levels of Maslow’s pyramid?
The Maslow’s pyramid of needs It has a simple structure to understand and consists of five levels. The floor in which you are currently is closely related to the previous one.
Next, we explain in depth what is in each level of the pyramid:
1. Basic or physiological needs
When you say “I’m hungry”, “I want to sleep”, “I need to drink water”, you are experiencing the needs of the base of the pyramid. These are basic and, almost all, essential for your survival.
Why are they the first? So you have enough strength and energy Going through the next levels, it is necessary that you have a good physical and mental state. The following is only achieved if you cover the basic needs.
Also in the group are interpersonal relationships, homeostasis, sex and rest correctly.
2. Security needs
From level 2 to 4 of the pyramid of human needs those that are psychological are located. In the case of the second “step” of this graph, it is focused on security.
Everyone wants to feel that they are safe and order prevails in his environment. Some needs that we can name from the level are:
- Health.
- Stable economy or income.
- Have a home.
- Morality.
- Safety in the workplace.
Second level needs arise when individuals begin to develop as human beings and join social nuclei.
Relevant information to know about the safety step
We can say that some of the needs are closely related to expectations that a person has on optimal living conditions. Once they meet them, they’re like that reinforce the security you have of living with dignity.
Necessities such as stable income and adequate housing are paramount in everyday life. When something that is very relevant to the person is not covered, the feeling of insecurity causes anguish and fear.
3. Social needs
When you already enjoy the aspects that contribute to security, the need known as “social” or “affiliation” arises. In Maslow’s theory says that they are less important than those of the second level. So why are they on them?
Once personal needs are met, it is normal to want to experience emotional bonds. The first that appear in life are with the family, then, they seek to be part of a group of equals, be it in society, friends or a specific region.
The third level includes the desire for affection, requited love, and sexual intimacy. The fact that these human needs are frustrated has consequences, such as frustration and psychological suffering.
4. Esteem or recognition needs
People want to feel respected, useful, and maybe even admired. These needs are located at the fourth level of the Maslow’s Hierarchy of Needs. Not only does our own value apply to it, but also the value that others give us.
The theory shows that a large part of the concept that we form of ourselves depends on how others treat us. Feeling respected increases confidence and security considerably.
What happens if esteem needs are not met? People believe they are worthless and inferior. In addition, they feel that they are helpless and weak.
How are recognition needs divided?
Maslow divided them into two categories, they are as follows:
- lower: respect that comes from others, popularity or fame, it is status, glory, dignity and reputation.
- superiors: self-confidence, self-recognition, achievement, competence, independence and freedom.
It is important that you remember that your value as a person does not depend on others, you must work hard to build self-esteem.
5. Self-actualization needs
We reached the last level of the pyramid, what do you find here? Once the previous sections are overcome, people want to feel complete. Self-actualization is the link in this theory with a more difficult definition, why?
Not all people experience it the same, perhaps some want to focus on the ethical, labor, personal, moral or spiritual aspect. These needs are covered following your own parameters.
When you satisfy them you feel you achieved personal successthe lofty tip of a pyramid.
Maslow’s pyramid of needs and consumer psychology
Taking this pyramid into account, the entrepreneur can determine which are the needs of your and how to cover them properly.
People who are looking to cover the basic need for hydration turn to brands that sell refreshing drinks. Secondly, those who want recognition, buy luxury brand carssuch as BMW, or iPhone mobiles.
Businesses must offer their customers products that help meet the needs of the Maslow’s pyramid. This can also be achieved through advertising, relating what you sell to more friends or increased popularity.
How to apply Maslow’s pyramid in current marketing?
Consider this theory. It will be very helpful when creating your business strategy. Those who want to apply the pyramid in their marketing do well to follow the following tips:
1. Analyze the product and/or service of your business
What kind of needs does what you are selling cover? If you offer clothing, you are not only applying for the first level (protecting yourself from the cold is a physiological necessity), but it also contributes to recognition as it is trendy clothing.
In case your business is technology, that is, you have technological devices, What links does it help to complete? The security of staying connected and recognition, especially if they are the most current models.
2. Look at the idea that your business is transmitting
Once you analyze the products and/or services, make sure you that the marketing strategy is aligned with the needs that they cover. In case you are about to undertake, communicate the appropriate ideas from the opening of the business.
Also, focus on a need where your product or service contributes the most. Returning to the example of the technology business, better focus on the recognition that having a state-of-the-art mobile gives.
3. Focus on the consumers of what you offer
The needs covered by the products should not only be aligned with the marketing strategy. Remember that among the foundations of your business are your customers, What section of Maslow’s pyramid are they in?
To know what their needs are, you need to take into account the and of another type. this is key to offer products and make efficient marketing strategies.
In addition to knowing their needs, determine What is your buyer persona interested in?what are the habits and where are they geographically.
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4. Review your business strategy regularly
When you create your marketing plan, establish how often you should review it. A constant check-up helps you apply proper processes at all times.
Remember that needs change, as long as they belong to your buyer person, you must adapt to them. When appropriate, change the strategy, create a of business, a or other action for marketing.
How to adapt Maslow’s pyramid to digital media?
Take advantage of social networks to interact with your potential customers, so you know more about their needs, problems and interests. When you create a virtual community, take care of it and share posts with those who know your products.
Connecting with customers over the internet helps you make sure offer them content of interest.
Examples of Maslow’s pyramid of needs applied to marketing
Many well-known brands take into account the Maslow’s pyramid to know the needs of its customers and adapt marketing strategies to them.
Here are some examples that fit each level of the hierarchy:
1. Snickers takes advantage of the physiological need for hunger to sell
Chocolate bars associate their products directly with the need to feel full. In their successful advertising campaign they use the phrase “It’s not you when you’re hungry”.
Customers of many other brands have the same needs as Snickers, but Snickers make the most of it.
2. Mapfre Spain focuses on the security needs of its buyer person
The phase that follows the physiological is the desire to feel safeThis is important in everyday life. Mapfre is an insurer that gives its clients the idea of obtaining the level of security they need.
Thanks to his strategy, he completes the second level of Maslow’s pyramid.
3. Facebook and its constant improvements to meet membership needs
The third link in the hierarchy is wanting to be grouped in a social sense. Facebook covers this by giving the option to send friend requests and share opinions on the personal profile.
4. LinkedIn helps its users meet the need for recognition
On the web you have the opportunity to create an account and upload a Curriculum Vitae (CV), with that you can connect with companies and other users that benefit your job search.
The platform focuses on meeting the need for to be recognized in a labor sense and achieve success.
5. Harvard contributes to self-realization in an educational sense
The last level is feel complete in the aspect that you prefer, including academic training. Harvard is a good example of how to take advantage of this need to offer its services.
The university is known to be one of the…
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