Abraham
Maslow was a professor of psychology at Brandeis University who founded
humanistic psychology. His motivational model was developed in 1940 later to be
published in 1943 as "A Theory of Human Motivation" published in the
journal Psychological Review. He sought to understand the psychology behind
what motivates a person. His methodologies were clinical based trials rather
than a theory based approach.
His model
exists as way of defining the basic psychological needs and motivators of
humans. It is a hierarchical model in that priority is given to a person’s
satisfaction on an existing level before they continue on to a higher level.
The model can be illustrated by drawing a basic pyramid shape and dividing it
into five layers from the base to the peak.
Physical
Water,
food, sleep, exercise
Security
Order and
protection, rules
Social
Love,
affection, freedom from fear
Esteem
Self-respect,
esteem from others
Self
Actualisation
Fulfilment
of individual abilities and goals
His
understanding was that humans seek pleasure and fulfilment as a motivational
direction. If the needs are not fulfilled then the person begins to stagnate,
not being able to progress further up the hierarchy.
The model
is in essence an understanding of how people develop and more importantly what
is needed to stimulate this growth. Upon full actualisation an individual is
able to act selflessly in a true altruistic manner.
Modifications
to the principal theory as disclosed by Maslow have attributed additional
levels. Modification through the 1970s and 1990s resulted in a more developed
model. During the 1970s a cognitive and aesthetic needs level were added before
self actualisation. The 1990s saw transcendence needs being added after
self-actualisation. This transcendence level is the ability to help others
towards self-actualisation. However with only 2% of the population reaching
self-actualisation the percentage of those who reach transcendence is limited.
By taking
the model as a framework towards an individual’s motivational growth it is
possible to apply its principals within business leadership, advertising and
psychology. Advertising allows specific groups to be targeted by appealing to
the level of the model they appear to be on. An example would be to create an
advert that focuses on the respect granted by a human’s peers by owning a
particular brand. This advert would appeal to those on the fourth level of the
hierarchy of needs.
The
application of this model in contemporary society and in particular business is
that it is a recognised model of human psychology through motivation. Satisfy
the first and the next level is available to the individual. As a map of human
cognitive reasoning it’s a fundamental tool that can help leaders inspire their
workers towards the path of self-actualisation.
By
creating a social aspect within the workplace workers are motivated towards the
self-respect and esteem from peers level. Promote this within the workplace and
workers begin to see the light that is self-actualisation or as Maslow
described the fulfilment of abilities and goals. The worker is then fully
motivated to provide the best they can offer. As a counter example a workplace
that features no rules with workers being dismissed on a regular basis for no
apparent fault would disallow the remaining workers to progress. This denial of
the security level would prevent access to the social level because the
security level was not being fulfilled.
As a motivational
model Maslow’s hierarchy illustrates the necessary paths to produce an
effective and highly motivated workforce. Its simplicity allows an inventive
manager many ways to fully develop and grow the psychological needs of his or
her staff.
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