Going a bit beyond these two broad domains of needs, it's often useful to identify some specific needs that underlie motivations to buy products and services. And psychologists over the years have identified quite a few of these, we'll review just a few of them here. People with a high need for achievement strongly value personal accomplishment. They place a premium on products and services that signifies success, because these consumption items provide feedback about the realization of their goals. So as you might expect, people who are high in achievement motivation are good prospects for products that provide evidence of their achievement. A good example is in apparel.

What kind of motivations or needs does clothing satisfy and that's a very a complicated question. In one study working women who were identified as being high in achievement motivation, were more likely to choose clothing that they considered businesslike and less likely to be interested in apparel that accentuated their femininity. Another important need is the need for power. The need to control one's environment. Many products and services allow us to feel that we have mastery over our surroundings. So for example, the hospitality industry often caters to this need when hotels and resorts and spas claim to pamper their customers and essentially make you feel like a king or queen and, and I guess to feel that you're much more valuable perhaps than the treatment that you might get at home.

A third need is the need for uniqueness or to assert one individual identity. A classic example of a brand that strongly appeal to this need is the famous advertising campaign for cachet perfumes. The perfume no two women can share. So the tagline here for many years was cache as individual as you are. Oh, it's time for a pop quiz. Let's see if you've been paying attention to this brief discussion about different kinds of needs.

So here's the question, which is an example of satisfying and hedonic need a getting approval from your friends for your new car. B figuring out how to fix the coffeemaker c being sure you're hydrated after going for a run, or D scouring the newspaper for coupons before you go grocery shopping. If you picked a getting approval for your new car, you have satisfied your achievement needs because you have passed this little quiz. So getting social approval is a great example of an hedonic need. And certainly this need for approval is present in many of the consumption decisions that people make. So more generally, how can we make sense of all the different needs that consumers have?

Probably the most prominent framework to organize needs, is found in what is called Mazda loves hierarchy of needs. The psychologist Abraham Maslow have originally developed this influential hierarchy of needs to understand personal growth and how people attain spiritual or peak experiences. But of course, marketers love to adapt various forms. works that psychologists and other social scientists have developed for their own purposes. And that's certainly the case for Maslow's hierarchy. Math loves hierarchical structure implies that the order of development is fixed that is, we must attain a certain level before we activate a need for the next higher one.

And we can see here, mass loves famous hierarchy that looks a lot like a pyramid. And we can take a look at how we might apply some of these insights to marketing campaigns or appeals. Mazda basically stated that we have lower level needs and we have higher level needs. We have to satisfy the lower level needs before we can progress up the pyramid to the more abstract higher level needs. So we start at the bottom with our very basic physiological needs, the need for water the need to sleep Keep the need to eat. So at this very basic stage, we're not too picky about the food we eat.

For example. As we move up the ladder we encounter safety needs, the need to have a roof over your head the need to feel protected the need to feel secure. belongingness needs reflect our desire to be accepted by others. So we want to be loved we want to be liked. The next level our ego needs the need to validate oneself as an individual. People who are high in achievement motivation, as we have just discussed, are especially going to be fixated on ego needs, products that demonstrate prestige or status.

And finally, at the top, self actualization, the kinds of experiences that Mazda was originally interested in. in marketing, we don't focus that much on self fulfillment. Although we do find, especially in recent years, more of a shift away from a focus on ego needs and materialism, to the need for enriching experiences, the need to feel fulfilled or even to have some kind of a spiritual connection. I guess the craze for yoga is a good example of that self actualization need. So on the left of this pyramid, you can see some examples of products that tend to focus in these various categories, such as generics for physiological needs, credit cards and country clubs for ego needs and for experiential needs, of course, the travel industry, the education, industry, and hobbies. And on the right you can see some examples of specific messaging strategies that are focusing on a particular level in Maslow's hierarchy.

So the takeaway here is not so much about a pyramid, but basically that your customers have to walk before they can run. identify their current needs states and try to position your product to let them know that you can satisfy their needs where they are at right now.