Analyzing Future Applications of AI, Sensors, and Robotics in Society by Musiolik Thomas

Author:Musiolik Thomas
Language: eng
Format: epub
Publisher: Engineering Science Reference

Table 1. Positive and negative side of the human motiv system (HerbstMusiolik, 2015)

Security Arousal Autonomy

We

search Security

Connection

Care Tingle

Enjoyment

Fun

Tension Superiority

Success

Victory

We

avoid Uncertainty

Fear

Isolation Boredom Inferiority

Fury

Source: Herbst/Musiolik, 2015

The most important task for digital brand management is to associate the brand with a positive feeling, such as the feeling of security and comfort, the promise of enjoyment, the thrill of the new and exciting, a feeling of status and superiority, or the feeling of having everything under control.

The strong digital brand offers a one-of-a-kind and especially attractive feelings as the reward for purchasing

Farewell to Maslow’s Needs Pyramid

A word at this time about the most popular model used to explain our needs: Maslow’s Needs Pyramid.

According to the model, needs are ordered hierarchically according to need states: at the lowest level, we seek to satisfy our hunger, thirst, and need for sleep. Once we have satisfied one level of needs, our motivation turns to affect the next-highest level. When all our needs are satisfied, we strive toward self-realization at the top of the pyramid (“self-transcendence“).

With Respect, Maslow’s Needs Pyramid is Outdated

1. Needs are not hierarchical, but rather complex and interconnected. This is why we are able to deal with our hunger if, for example, paintings in a museum are of more interest. People buy luxury cars even if it means reducing their budget for food.

2. Self-realization is also not the highest goal for everyone but rather needs from the lowest level, like security (especially in old age).

3. The model is not empirically proven.

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