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    Mohamad Shuhmy Shuib
    1. The document summarizes Abraham Maslow's hierarchy of needs theory, which proposes that people are motivated to fulfill basic physiological needs like food and shelter before progressing to more advanced needs for safety, love, esteem and self-actualization. 2. It explains that successful persuaders often appeal to people's needs at different levels of Maslow's hierarchy in order to motivate them to change beliefs or perform actions. 3. At the highest level of self-actualization, people seek to achieve their fullest potential through professional, philanthropic and artistic pursuits once more basic needs are satisfied.

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    Ma Slow

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    Mohamad Shuhmy Shuib
    29 views1 page
    1. The document summarizes Abraham Maslow's hierarchy of needs theory, which proposes that people are motivated to fulfill basic physiological needs like food and shelter before progressing to more advanced needs for safety, love, esteem and self-actualization. 2. It explains that successful persuaders often appeal to people's needs at different levels of Maslow's hierarchy in order to motivate them to change beliefs or perform actions. 3. At the highest level of self-actualization, people seek to achieve their fullest potential through professional, philanthropic and artistic pursuits once more basic needs are satisfied.

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    1. The document summarizes Abraham Maslow's hierarchy of needs theory, which proposes that people are motivated to fulfill basic physiological needs like food and shelter before progressing to more advanced needs for safety, love, esteem and self-actualization. 2. It explains that successful persuaders often appeal to people's needs at different levels of Maslow's hierarchy in order to motivate them to change beliefs or perform actions. 3. At the highest level of self-actualization, people seek to achieve their fullest potential through professional, philanthropic and artistic pursuits once more basic needs are satisfied.

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    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    29 views1 page

    Ma Slow

    Uploaded by

    Mohamad Shuhmy Shuib
    1. The document summarizes Abraham Maslow's hierarchy of needs theory, which proposes that people are motivated to fulfill basic physiological needs like food and shelter before progressing to more advanced needs for safety, love, esteem and self-actualization. 2. It explains that successful persuaders often appeal to people's needs at different levels of Maslow's hierarchy in order to motivate them to change beliefs or perform actions. 3. At the highest level of self-actualization, people seek to achieve their fullest potential through professional, philanthropic and artistic pursuits once more basic needs are satisfied.

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    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.

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