Recognizing Human Needs

The concept of a hierarchy of needs which humans progress though is fascinating. I’ve always liked psychology and reflecting upon human behavior. It’s amazing to think that some societies only worry about the bottom-level needs such as physiological needs and safety. I am thankful to only be worrying about esteem and self-actualization. It’s interesting how as soon as needs are met at one level, new ones are addressed at the next level. It’s almost as if from the start we are all evolving towards self-actualization. I think that in some ways, however, a crises in one of the higher levels can be perceived equally severe as the lower levels. Sometimes when love is really lacking in someone’s life, they can become suicidal. Also, some people have a huge ego that can be a constant struggle to manage. The difference is, in the higher levels, such as love and esteem, we have more autonomy over how needs are met. On the contrary, someone who has a lack of food will always feel hungry--no matter the context. There are some needs that are objectively more important than others. Someone with a broken heart or a big ego can take steps towards improvement. But someone who is malnourished needs food to go on living.

In communication we should frame our message so that it appeals to the receivers needs. I can definitely see this coming in handy in advertising. A marketing specialists might ask him/herself what are my audience’s needs? Typically here in America, advertising appeals to your needs to be loved, have self-esteem, and self-actualization. Perhaps advertising in a poorer society might address different, more fundamental needs. Sometimes we get so caught up in the upper-level needs that we forget that really we all are okay. But yet, people seem to think that they can’t be happy unless they drive a certain car or have a girlfriend or make a certain amount of money. These things are all relative. But what isn't relative is the amount of food you get or your psychological health, someone who is starving is going to feel that way no matter what context they are in. So in general, advertising/persuasive communication is most effective in the higher level needs.