Chapter 9

Maslow's Hierarchy Of Needs

One of the best known theories explaining the actions of people is that of Dr.
Abraham Mallow (Motivation and Personality, New York, Harper & Row, 1954). Dr.
Mallow hypothesized that people are motivated by a hierarchy of needs. When low-
level needs are satisfied, individuals are no longer motivated by them. As each level
of needs is met, individuals progress to higher level motivators. Here is Maslow's
hierarchy.

1. Physiological-the need for food, clothing, and shelter.

2. Security and safety-the need to be free from physical danger and to be secure in
the feeling that physiological needs can be met.
3. Social-the need to be loved, to be accepted, and to belong.
4. Ego-the need to be heard, to be appreciated, and to be wanted.
5. Self-actualizing-the need to achieve one's fullest potential.

In relation to persuasion and sales techniques, how does Maslow's theory apply? In
trying to persuade someone to change a belief or to perform an action, successful
communicators often rely, intentionally and unintentionally, on appeals to an
individual's needs.

Most Americans no longer worry about their physiological, security, and safety
needs. Fortunately, our culture and society are so advanced that these basic, low-
level needs no longer motivate our actions, although the needs are always present.
If we are hungry, we will respond to advertised food appeals that might otherwise
be ignored.

On the other hand, to the extent that our society is out of synch with the actualizind
status. How do you respond when someone says that you have done a good job?
What would you think of being given an impressive work title instead of a salary
increase?

At the highest level are self-actualizing needs. People seek to achieve their highest
potential through professional, philanthropic, political, educational, and artistic
channels. These needs, according to Maslow's concept, become important only
when all social and ego needs have been satisfied.

In applying Maslow's theory to persuasive appeals, you must

1. Decide which appeal would be most effective for the intended receiver. This may
mean predicting the needs level of your receiver at the time of your persuasive
effort.
2. Shape a message that capitalizes on the receiver's needs.
3. Persuade the receiver that the desired action would satisfy those needs.

Analyze some of the sales messages you have received. To what needs do they
appeal?
Mary Ellen Guffey, Instructor's Manual, Essentials of Business Communication,
South-Western College Publishing, 1995.