Maslow's Hierarchy of Needs is a theory that aims to illustrate the motivation behind human behaviour. The needs are divided into five main categories: physiological, safety, love/belonging, esteem and self-actualisation. The categories are depicted in a pyramid shape in order to reflect which needs are basic for survival (positioned closer towards the base of the pyramid) through to complex needs (positioned closer towards the apex of the pyramid).
Physiological needs are the most essential for humans to survive. It involves necessities such as food, water and sleep. A step up from this category is safety. Safety comprises of needs that are also vital for survival. However, fulfilment of these needs comes from feeling secure through employment, shelter and health. Once these survival needs are met, according to Maslow, humans desire a sense of love and belonging. This is found in sexual intimacy, family relationships and social ties.
As we move further up the pyramid, we begin to see what needs are important once survival and social needs are met. It is clear that self-esteem, a sense of achievement and respect (both of others and by others) becomes integral in motivating human behaviour. Following on from these more complex needs, is self-actualisation. Self-actualisation suggests that people need to feel self-aware and conscious of their personal growth to further motivate behaviour.
In a sporting context, fulfilling social needs is one of the most important categories. Sport has the ability to make people feel as though they belong to a team and are accepted by others. As a result, marketing can use this notion in an attempt to connect with consumers. For an example, see my previous post which shows how the Collingwood Football Club successfully use a sense of belonging in order to sell their brand.
MASLOW'S HIERARCHY OF NEEDS DIAGRAM:
0 comments:
Post a Comment