Need vs. Want & The Psychology Behind Purchases

You may have heard of Maslow’s Hierarchy of Needs, a psychological theory that provides an understanding of human motivation and behavior. It suggests that individuals are driven by a hierarchy of needs, starting with basic physiological needs like food, water, and shelter, and progressing to higher needs such as safety, love and belonging, esteem, and self-actualization.

This theory suggests that you may prioritize paying your mortgage bill to keep a roof over your head before you sign up for a local cooking class (or at least I hope you would). 

Positioning Your Product Within the Hierarchy

Where does your product fit into someone’s hierarchy of needs? Products and services that address lower-level needs, such as food, clothing, and shelter, are generally easier to sell because they are essential for survival and well-being. Since the items are needed, these markets are typically highly competitive and dominated by century-old corporations.

You might think that your product is strictly a “want.” Someone could live their whole life without signing up for your cooking class. However, as individuals fulfill their basic needs, they begin to seek products and services that satisfy higher needs, such as self-esteem and self-actualization. This could be concerts, beauty services, or even your cooking classes…

Highlighting how a cooking class can help unleash creativity, master new culinary techniques, and ultimately achieve a sense of accomplishment on a cooking journey is the key to tapping into someone’s needs for self-actualization.

Marketing Strategies for Higher-Level Needs

You can promote products and services that fulfill higher needs by emphasizing their necessity for achieving self-esteem and self-actualization. Businesses can appeal to individuals’ desire for personal growth and fulfillment by showing that their offerings can enhance confidence, foster creativity, and provide a sense of purpose.

Carnival Cruise Lines never advertises “You need to book this cruise for your health.” Instead, their commercials entice viewers with promises of relaxation and beautiful destinations. “You deserve to relax in the beautiful Turks & Caicos!”

Aligning Marketing Messages with Consumer Needs

By aligning marketing messages with the specific needs that motivate consumers, businesses can create a stronger emotional connection with their target audience and increase the likelihood of purchase. Additionally, understanding consumers’ needs on a deeper level can help businesses identify unmet needs in the market and develop innovative products or services.

Maslow’s Hierarchy of Needs can provide valuable insights into consumer buying behavior. By recognizing the different needs that motivate individuals and tailoring marketing messages accordingly, businesses can effectively connect with consumers’ needs.