Ch. 2 Maslow and Dichter

What is the first level of Maslow’s hierarchy?

Physiological needs — food, water, shelter, basic survival.

What is the second level of Maslow’s hierarchy?

Safety needs — security, stability, protection from harm.

What is the third level of Maslow’s hierarchy?

Love/Belonging — relationships, friendship, intimacy, family.

What is the fourth level of Maslow’s hierarchy?

Esteem — respect, recognition, achievement, self-confidence.

What is the fifth level of Maslow’s hierarchy?

Self-Actualization — realizing potential, growth, creativity.

What is the Power motive in Dichter’s theory?

Desire to control or influence others.

What is the Status motive in Dichter’s theory?

Desire for prestige, recognition, and social rank.

What is the Masculinity-Virility motive?

Desire to express strength, toughness, and male identity.

What is the Femininity motive?

Desire to express nurturing, softness, and femininity.

What is the Security motive?

Desire for safety, stability, and freedom from fear.

What is the Reward motive?

Desire for compensation, recognition, or prizes.

What is the Eroticism motive?

Desire for sexual expression or appeal.

What is the Mastery over the Environment motive?

Desire to control or overcome challenges in surroundings.

What is the Moral Purity motive?

Desire for cleanliness, ethics, and righteousness.

What is the Disalienation motive?

Desire to feel connected and avoid isolation.

What is the Social Acceptance motive?

Desire to be liked and included by others.

What is the Individuality motive?

Desire to be unique and stand out.

What is the Magic/Mystery motive?

Desire for wonder, fantasy, and enchantment.