Psychogenic Needs and Maslow's Hierarchy
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Questions and Answers

Which psychogenic need is focused on the desire to be influential and impactful in social situations?

  • Need for uniqueness
  • Need for power (correct)
  • Need for affiliation
  • Need for achievement

According to Maslow's hierarchy of needs, self-actualization is the lowest level of human needs.

False (B)

What psychological test developed by Henry Murray analyzes individuals' needs by interpreting their responses to ambiguous pictures?

Thematic Apperception Test (TAT)

Murray's framework of psychogenic needs became the basis for several personality tests, including the _____ test.

<p>Thematic Apperception</p> Signup and view all the answers

Match the psychogenic needs with their descriptions:

<p>Need for achievement = Desire for personal accomplishment Need for affiliation = Desire for social connections Need for power = Desire to influence others Need for uniqueness = Desire for distinction and individuality</p> Signup and view all the answers

How many levels are represented in Maslow's hierarchy of needs?

<p>Five (D)</p> Signup and view all the answers

Marketers can leverage psychological needs by associating their products with concepts of success.

<p>True (A)</p> Signup and view all the answers

Who popularized the hierarchy of needs model after World War II?

<p>Abraham Maslow</p> Signup and view all the answers

What is one key limitation of Maslow's hierarchy of needs?

<p>It is culture-bound in its perspective. (C)</p> Signup and view all the answers

Maslow’s hierarchy of needs is the same across all cultures.

<p>False (B)</p> Signup and view all the answers

What do successful marketing strategies often appeal to in consumers?

<p>Basic needs</p> Signup and view all the answers

In wealthier countries, consumers are more likely to purchase __________ goods.

<p>hedonic</p> Signup and view all the answers

Match the following terms with their descriptions:

<p>Belongingness needs = Welfare of the group Esteem needs = Individual accomplishments and recognition Utilitarian needs = Basic survival requirements Hedonic needs = Desire for pleasure and enjoyment</p> Signup and view all the answers

Which of the following best defines 'consumer involvement'?

<p>The motivation to seek out and consider product information. (A)</p> Signup and view all the answers

Individuals in collectivist cultures prioritize individual needs over group needs.

<p>False (B)</p> Signup and view all the answers

What factors can skew the expected hierarchy of needs in a country?

<p>Economic conditions, stability, and cultural context</p> Signup and view all the answers

Flashcards

Murray's Psychogenic Needs

A classification system that categorizes 20 psychological needs, like achievement, affiliation, power, and uniqueness. It suggests that individuals have the same needs but prioritize them differently.

Thematic Apperception Test (TAT)

A personality test based on Murray's Psychogenic Needs. Participants are presented with ambiguous pictures and asked to tell stories about them. The responses are then analyzed for clues about their needs.

Psychogenic Needs and Marketing

The idea that products can mirror and satisfy a consumer's needs for achievement, power, and uniqueness. This is frequently applied in marketing campaigns for luxury goods.

Maslow's Hierarchy of Needs

A theory that suggests human behavior is driven by a hierarchy of needs, starting with basic survival needs and progressing to higher-level needs such as self-actualization.

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Physiological Needs

The lowest level in Maslow's hierarchy, including needs for survival, such as food, water, shelter, and safety.

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Safety Needs

The second level in Maslow's hierarchy, involving needs for security, stability, and belonging. It includes seeking relationships and feeling safe in one's environment.

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Love and Belonging Needs

The third level in Maslow's hierarchy, involving needs for love, connection, and belonging with others. This includes seeking relationships, friendships, and family bonds.

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Esteem Needs

The fourth level in Maslow's hierarchy, focusing on needs for self-esteem, confidence, and achievement. It involves recognizing one's value and accomplishments.

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Consumer Involvement

The degree to which a consumer is aware of, attentive to, and considers product information before making a purchase.

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Individual Needs

Needs that relate to the individual, such as self-esteem and accomplishment.

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Belongingness Needs

Needs that relate to a sense of belonging and connection with others.

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Cultural Limitations of Maslow's Hierarchy

The idea that Maslow's Hierarchy is based on Western culture and may not directly apply to all cultures.

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Hedonic Purchases

Needs that involve purchasing products for pleasure or enjoyment, rather than basic necessities.

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Study Notes

Psychogenic Needs

  • Murray's inventory of 20 psychogenic needs explains behaviors, influencing Maslow's hierarchy and personality tests like the TAT.
  • The TAT uses ambiguous pictures and questions whose answers reveal projected needs (achievement, affiliation, power, uniqueness).
  • Individuals prioritize these needs differently.
  • Marketers use products and services that signify success to satisfy consumer goals, leveraging the association with perceived success, social integration, and elitist group membership.
  • Luxury goods exemplify this approach, linking products with status perceptions.

Maslow's Hierarchy of Needs

  • Maslow's hierarchy, a pyramidal model with five levels of needs, became popular after WWII.
  • Lower levels (physiological, safety, belongingness, esteem) need satisfaction precedes higher ones (self-actualization).
  • Self-actualization is the highest aspiration, in ideal circumstances.
  • The hierarchy is a model to understand motivation but isn't universally applicable.
  • Cultural differences influence the order of needs like in the East prioritizing the group over the individual, potentially skewing the assumed hierarchy.

Consumer Involvement

  • Consumer involvement describes awareness motivating consumers to seek, attend to, and consider product information before a purchase
  • Needs naturally vary across markets, differing within the same one influenced by conditions like wealth, stability, war, or deprivation.
    • This means resources, or immediate needs impact the prioritization of needs
  • Maslow's hierarchy is culture-bound, and the order of needs may not reflect a consumer's progression up a hypothetical hierarchy.
  • It's primarily helpful for understanding that consumer needs & priorities may differ across situations and stages of their lives - not as a strict measurement of individual progressions

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Description

This quiz explores Murray's inventory of psychogenic needs and their relationship to Maslow's hierarchy of needs. Understand how these psychological concepts influence behavior and consumer decision-making, as well as their implications for personality assessment. Test your knowledge on the intricacies of motivation and need fulfillment.

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