What was the last thing you bought? Think about what persuaded you to make that purchase? Why that product? Why that brand? Behind these answers are your motivation to make that specific purchase.
Motivation is “the process that leads people to behave as they do and it occurs when a need is aroused that the customer wishes to satisfy” (Soloman et al, 2015) The reason we are motivated to make a purchase is usually to satisfy a need or a want.
Maslow’s hierarchy of needs is a five-level pyramid that orders humans needs starting from most basic to more highly involved needs. The Video below helps to explain this theory a little further.
The first four levels are described as “deficiency needs” which refers to fulfilling a sense of lack (Shaw, A.H 2019) whereas the top “self-actualisation” sector defined as “being needs” which is about striving for something better- which is where creativity falls under.
Legos mission statement is to “inspire and develop the builders of tomorrow” the brand wants to inspire and develop children to think creatively and release their potential to shape the own future. The relationship between creativity and Maslow’s hierarchy of needs is one that has been widely researched however is not clearly understood. A study found that “intelligence helps to fulfil lower needs satisfaction and if these are fulfilled, people have an opportunity to deal with higher needs which also is associated with higher creativity in these people.” (Neubauer et al, 2018) The top sector, the level of “self-actualisation” includes creativity, as mentioned above when the bottom four levels are met, people are able to strive for something more in the self-actualisation stage. As for Legos target market which is children, the product is providing a platform for children to develop their confidence, imagination and achievements in the “esteem” sector, which will then in term lead for creativity in the self-actualisation level later in life.
References
- Soloman, M, Bennett, R & Previte, J 2018. Consumer Behaviour- buying, having, being, 4th ed, Pearson Australia.
- Shaw, A.H 2019. Creativity and Maslows Hierarchy of needs Part 1: the leap from lack to creative fulfilment. Creativity Matters. http://austinhillshaw.com/creativity-and-maslows-hierarchy-of-needs-part-i-the-leap-from-lack-to-creative-fulfillment/
- Neubauer A.C, Martskvishvili, K, 2018. Creativity and intelligence: a Link to different levels of human needs hierarchy? Heliyon
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