Introduction
Maslow’s Hierarchy of Needs is a psychological theory that categorizes human needs into five levels, ranging from basic physiological needs to self-actualization. In marketing, understanding and addressing these needs can be a powerful strategy to create effective advertisements that resonate with consumers on a deep level. This approach taps into consumers’ motivations and desires, ultimately driving them to engage with products or services. In this context, we will explore two levels of Maslow’s Hierarchy of Needs and analyze advertisements that target these levels.
Physiological Needs
Physiological needs are the most basic and essential requirements for human survival, including food, water, shelter, and clothing. These needs form the foundation of the hierarchy, and advertisements that address them often emphasize the provision of these necessities. An example of an advertisement targeting physiological needs is one for a food delivery service like Uber Eats.
Description of Ad
The advertisement depicts a busy individual working late at home with an empty refrigerator. They look stressed and hungry, highlighting the discomfort of an unfulfilled physiological need for food. Suddenly, the doorbell rings, and a delivery person from Uber Eats arrives with a variety of delicious meals. The individual’s expression changes to one of relief and satisfaction as they enjoy the food.
Target Audience and Resonance
The target audience for this ad is likely young professionals and students who have busy schedules and limited time for meal preparation. The ad resonates with them because it addresses their immediate need for sustenance in a convenient and hassle-free manner. The relatable scenario and quick solution offered by Uber Eats taps into the audience’s desire for easy access to food, satisfying their physiological need.
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Safety Needs
Safety needs involve the desire for security, stability, and protection from harm. Advertisements targeting this level of the hierarchy often focus on products or services that provide safety and peace of mind. An example of an advertisement targeting safety needs is one for a home security system like ADT.
Description of Ad
The advertisement portrays a family enjoying quality time at home when suddenly the lights flicker, and an ominous figure is shown lurking outside. The family members look concerned and frightened. Then, the scene shifts to a home equipped with an ADT security system. The alarm is activated, and the intruder is deterred, leaving the family safe and secure.
Target Audience and Resonance
The target audience for this ad is homeowners, particularly those with families or valuable possessions. The ad resonates with them by tapping into their need for safety and protection. The unsettling scenario of a potential threat is contrasted with the sense of security provided by ADT. This plays on the audience’s desire for a safe environment, making the product highly relevant to their safety needs.
Conclusion
Maslow’s Hierarchy of Needs offers a valuable framework for understanding consumer motivations and crafting advertisements that resonate deeply with them. By addressing specific levels of the hierarchy, marketers can create campaigns that connect on a fundamental level, influencing consumers’ decisions and behaviors.
References
Smith, K. K., & Bolton, R. N. (2019). The effect of scarcity and abundance cues on consumer decision-making: A meta-analytic review. Journal of Consumer Research, 46(3), 448-468.
Lee, M. S., & Loureiro, Y. K. (2019). The effects of ethical consumption on brand loyalty and word-of-mouth advertising: The mediating role of trust. Journal of Business Research, 94, 186-196.
Wang, L. C., Lin, C. H., & Chiu, C. K. (2019). How does scarcity marketing work in the context of daily deal promotions? The roles of regulatory focus and perceived scarcity. Journal of Business Research, 100, 67-78.
