Culture is the outward expression of a unifying and consistent vision brought by a particular community to its confrontation with such core issues as the origins of the cosmos, the harsh unpredictability of the natural environment, the nature of society, and humankind’s place in the order of things. Edward Hall (click for his books)
Maslow:
Hierarchy of Needs
https://www.simplypsychology.org/maslow.html
Maslow's
hierarchy of needs is
a motivational theory in psychology comprising a five-tier model of
human needs,
often depicted as hierarchical levels
within a pyramid. ... From the bottom of the hierarchy upwards,
the needs are:
physiological, safety, love and belonging, esteem and
self-actualization.
5. Self-Actualization: the
realization of a person's potential, self- fulfillment, seeking
personal growth and peak experiences. Maslow in 1943 describes this
level as the desire to accomplish everything that one can, to become
the most that one can be.
“Be all that you can be.” Ayer’s Army ad
4. Esteem: two
categories: (i) esteem for oneself (dignity, achievement, mastery,
independence)
and (ii) the desire for reputation or respect from
others (e.g., status, prestige).
3. Social:
after
physiological and safety needs have been fulfilled, the third level
of human needs is social
and involves feelings of belongingness. The need for
interpersonal relationships motivates behavior
2. Safety: Once
an individual’s physiological needs are satisfied, the needs for
security and safety become salient.
People want to experience order, predictability and control in their
lives.
These needs can be fulfilled by
the family and society (e.g. police, schools, business and medical
care).
1. Physiological: these are biological requirements for human survival, e.g. air, food, drink, shelter, clothing, warmth, sex, sleep.
FYI: more details on Maslow and management
The
VALS™ Types
Go
To This Link.
http://www.strategicbusinessinsights.com/vals/presurvey.shtml
Read
the explanation for disabling cookies, etc., that can interfere with
the survey. Take the Survey:
Go To This Link.
Read the explanation for disabling cookies, etc., that can interfere
with the survey. Take the Survey:
http://www.strategicbusinessinsights.com/vals/presurvey.shtml
Note your primary and secondary VALS types. VALS is a marketing and consulting tool that helps businesses worldwide develop and execute more effective strategies. The system identifies current and future opportunities by segmenting the consumer marketplace on the basis of the personality traits that drive consumer behavior. VALS applies in all phases of the marketing process, from new-product development and entry-stage targeting to communications strategy and advertising. The basic tenet of VALS is that people express their personalities through their behaviors. VALS specifically defines consumer segments on the basis of those personality traits that affect behavior in the marketplace. Rather than looking at what people do and segregating people with like activities, VALS uses psychology to segment people according to their distinct personality traits. The personality traits are the motivation--the cause. Buying behavior becomes the effect--the observable, external behavior prompted by an internal driver.
Innovators (formerly Actualizers)
Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services. Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.
Thinkers (formerly Fulfilleds)
Thinkers are motivated by ideals. They are mature, satisfied, comfortable , and reflective people who value order, knowledge, and responsibility. They tend to be well educated and actively seek out information in the decision-making process. They are well-informed about world and national events and are alert to opportunities to broaden their knowledge. Thinkers have a moderate respect for the status quo institutions of authority and social decorum, but are open to consider new ideas. Although their incomes allow them many choices, Thinkers are conservative, practical consumers; they look for durability, functionality, and value in the products they buy.
Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep commitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship, and work. Achievers live conventional lives, are politically conservative, and respect authority and the status quo. They value consensus, predictability, and stability over risk, intimacy, and self-discovery. With many wants and needs, Achievers are active in the consumer marketplace. Image is important to Achievers; they favor established, prestige products and services that demonstrate success to their peers. Because of their busy lives, they are often interested in a variety of time-saving devices.
Experiencers are motivated by self-expression. As young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having "cool" stuff.
Like Thinkers, Believers are motivated by ideals. They are conservative, conventional people with concrete beliefs based on traditional, established codes: family, religion, community, and the nation. Many Believers express moral codes that are deeply rooted and literally interpreted. They follow established routines, organized in large part around home, family, community, and social or religious organizations to which they belong. As consumers, Believers are predictable; they choose familiar products and established brands. They favor American products and are generally loyal customers.
Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead. Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.
Like Experiencers, Makers are motivated by self-expression. They express themselves and experience the world by working on it-building a house, raising children, fixing a car, or canning vegetables-and have enough skill and energy to carry out their projects successfully. Makers are practical people who have constructive skills and value self-sufficiency. They live within a traditional context of family, practical work, and physical recreation and have little interest in what lies outside that context. Makers are suspicious of new ideas and large institutions such as big business. They are respectful of government authority and organized labor, but resentful of government intrusion on individual rights. They are unimpressed by material possessions other than those with a practical or functional purpose. Preferring value to luxury, they buy basic products.
Survivors (formerly Strugglers)
Survivors live narrowly focused lives. With few resources with which to cope, they often believe that the world is changing too quickly. They are comfortable with the familiar and are primarily concerned with safety and security. Because they must focus on meeting needs rather than fulfilling desires, Survivors do not show a strong primary motivation. Survivors are cautious consumers. They represent a very modest market for most products and services. They are loyal to favorite brands, especially if they can purchase them at a discount.
