This report will analyse the Maslow’s hierarchy of needs and its impact on promotion and
advertising, but also if this model is applicable on other cultures. The author will give examples of
promotions in western countries and to what exact stage those promotions are targeted.
Furthermore the author will show different hierarchy of needs models in order to explain that the
human needs vary in different parts of the world. Whilst in westernized countries the ‘Esteem’ and
‘Belonging/Love’ needs are mainly targeted with promotion and advertising, in developing countries
a different approach in terms of promotion and advertising is more appropriate.
The higher‐order needs for the general Asian culture are ‘Status’, ‘Admiration’ and ‘Affiliation’
whereas the higher‐order needs for the Arab culture are ‘Esteem’, ‘Social needs’ and ‘Selfactualization’.
In this paper the author will focus on China as an example of a developing country.
The author will discuss the difference of the Chinese and the Western pyramid on the example of
purchasing luxurious products.
As a conclusion the author will give suggestions to companies of what to take into account when
promoting in developing countries.
[...]
Table of Contents
- Abstract
- Explanation Maslow's hierarchy of needs
- What kind of promotion appeals to higher order needs and to which need exactly?
- Has the Maslow's hierarchy of needs to be modified for other cultures, as it is based on 'Western' values and on research conducted in 'Western' markets?
- Asian hierarchy of needs
- Maslow's hierarchy of needs is also not applicable to Mid-eastern cultures
- Special focus on Chinese hierarchy of needs as an example of a developing country
- Chinese culture
- What does this mean for a company when promoting and advertising in a developing country such as China?
- References
Objectives and Key Themes
This report analyzes Maslow's hierarchy of needs and its applicability to promotion and advertising in different cultures. It examines how promotions in Western countries target specific needs within the hierarchy and explores variations in needs hierarchies across various cultures, particularly in developing countries. The report uses China as a case study to illustrate these differences.
- Applicability of Maslow's hierarchy of needs across cultures.
- Differences in higher-order needs between Western and developing countries.
- The impact of cultural context on promotional strategies.
- Analysis of the Chinese consumer market and its unique needs hierarchy.
- Recommendations for adapting promotional strategies for developing countries.
Chapter Summaries
Explanation Maslow's hierarchy of needs: This chapter explains Maslow's hierarchy of needs, a model describing human motivation structured as a pyramid of five needs: physiological, safety, belongingness and love, esteem, and self-actualization. The chapter details how these needs are prioritized, with lower-order needs needing to be fulfilled before higher-order needs become relevant. It emphasizes the concept of dissatisfaction as a strong motivator and explains the progression through the hierarchy, concluding with a discussion of self-actualization as the fulfillment of one's potential. The chapter utilizes visual aids (Figure 1) to illustrate the hierarchical structure and incorporates scholarly sources (Schiffman & Kanuk, 1994; Frey, 2003) to support its explanation.
What kind of promotion appeals to higher order needs and to which need exactly?: This chapter explores the application of Maslow's hierarchy to promotion and advertising. It explains that while Western promotions largely target esteem and belonging needs, self-actualization is rarely addressed. The chapter uses Table 1 to provide examples of how different products and services cater to each level of the hierarchy. It then contrasts the consumer culture of developed nations, where basic needs are often overlooked in favor of luxury items, with that of developing nations, where the connection to the environment and basic necessities remains crucial for survival. This highlights the cultural differences in needs and consumption patterns.
Frequently Asked Questions: Analysis of Maslow's Hierarchy of Needs in Promotion and Advertising
What is the overall focus of this report?
This report analyzes Maslow's hierarchy of needs and its applicability to promotion and advertising strategies across different cultures, particularly comparing Western and developing countries. It examines how promotional campaigns target specific needs within the hierarchy and investigates the variations in needs hierarchies across cultures, using China as a key case study.
What are the key themes explored in the report?
The report explores the applicability of Maslow's hierarchy across cultures; differences in higher-order needs between Western and developing countries; the impact of cultural context on promotional strategies; analysis of the Chinese consumer market and its unique needs hierarchy; and recommendations for adapting promotional strategies for developing countries.
How does the report explain Maslow's Hierarchy of Needs?
The report explains Maslow's hierarchy as a five-level pyramid of needs: physiological, safety, belongingness and love, esteem, and self-actualization. It details how these needs are prioritized, with lower-order needs needing fulfillment before higher-order needs become relevant. The concept of dissatisfaction as a motivator and the progression through the hierarchy are also discussed, culminating in self-actualization as the fulfillment of one's potential. The explanation includes visual aids and scholarly references.
How does the report apply Maslow's Hierarchy to promotion and advertising?
The report examines how Western promotions predominantly target esteem and belonging needs, with self-actualization rarely addressed. Examples of how different products and services cater to each level of the hierarchy are provided. A key distinction is drawn between developed and developing nations' consumer cultures, highlighting the cultural differences in needs and consumption patterns.
Does the report address cultural variations in Maslow's Hierarchy?
Yes, the report extensively explores the limitations of applying a Western-centric model like Maslow's Hierarchy to other cultures. It specifically examines the need to modify the hierarchy for Asian and Middle Eastern cultures, with a detailed focus on the Chinese hierarchy of needs as a case study of a developing country. The report analyzes the implications of these cultural variations for companies promoting and advertising in developing countries like China.
What are the main takeaways regarding promotional strategies in developing countries?
The report emphasizes the importance of adapting promotional strategies to reflect the unique needs and cultural contexts of developing countries. It highlights that a one-size-fits-all approach based on Western models is ineffective and may even be counterproductive. Understanding the specific needs hierarchy within a target market is crucial for successful marketing campaigns in these regions.
What specific aspects of Chinese culture are discussed?
The report uses China as a case study to illustrate the differences in needs hierarchies between Western and developing countries. It delves into the unique aspects of Chinese culture that influence consumer behavior and the prioritization of needs. This analysis provides valuable insights into adapting promotional strategies for the Chinese market.
- Quote paper
- Nina Rakowski (Author), 2008, Maslow's hierarchy of needs model - the difference of the Chinese and the Western pyramid on the example of purchasing luxurious products, Munich, GRIN Verlag, https://www.grin.com/document/121926
