Last week in our Consumer Behavior class we discussed chapter 5 which had to deal with Motivation and Affect. A big component to this chapter was about Maslow’s hierarchy of needs which is a pyramid ranked of different levels to help better understand personal growth and to attain an ultimate goal. In learning about the pyramid, we watched an important video that raised an interesting topic that explained that there was even an additional level of needs that Maslow added later but never actually got to include in the pyramid before his death. In our groups, another learning activity that we took on this week was creating board games that would result in achieving the ultimate goal through the different levels of needs. This was both a fun and creative way of learning that deepened our knowledge of Maslow’s Hierarchy of needs.
Within Maslow’s Hierarchy of needs are five levels that each person progresses through to achieve the goal of self-actualization. The first two levels have to do with human support and survival. The pyramid starts with physiological needs such as water, food, and sleep which could include medicine and staple items as well. When this is fulfilled, next would come safety needs such as security, protection, and shelter. Products that deal with these needs include insurance, investments, and alarm systems. The next category deals with human condition and emotions. The third level is belongingness which will include love, friendships, and acceptance by others. Some products what would relate to this would be clothes, grooming products, and partying. When these needs are fulfilled, the next level would deal with one’s ego needs. This has to do with someone’s prestige, status, and achievement and products are usually luxurious such as cars, shopping, country clubs, and credit cards. The final category is transformational and deals with pushing the limits of human physiology. The final level of the completed pyramid is self-actualization which is self-fulfillment and enriching experiences. Products that deal with this level could include hobbies, traveling, and education. It has been made relevant that Maslow had actually created a sixth level of the pyramid which was self-transcendence. This level exceeds the human self and is achieved when a person makes spiritual contemplation and realization. The overarching topic that the video we watched in class addressed was that all of these levels had to do with the problems being human issues instead of technical, which humans tend to place many blames on technology when the problems are actually within ourselves.
Our class had been given the task of creating a game board that ultimately would take you through the pyramid, eventually achieving self-actualization. Our group would decide to create a Candy Land type of layout and game design. We created a board relatively similar to Candy Land but also added our personal touch involving different elements of the pyramid. Each square was colored one of the 5 colors of the pyramid and we decided to add each level of the pyramid to a square only one time each on the board. The playing cards consisted of different amounts that a player should “move forward” or “move backward” throughout the board. We also added five cards that prompted the player to move directly to the level that had been stated on the card. We would hope that by creating this game, people would understand that not all humans move throughout the levels of the pyramid the same as anyone else. By playing this game, a player could easily move all the way to self-actualization and be bumped right back to physiological needs within one round. This is the same in dealing with the hierarchy of needs in the real world because people could have everything they need one day and the next day have everything taken from them, forcing them to start over again.