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This paper examines the psychological theories of Abraham Maslow, and discusses his hierarchy of needs and how they apply to what drives humanity. The paper also discusses how Maslow's theories are successfully used in business marketing and management. Bibliography lists 15 sources.
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File: D0_MTmasnee.rtf
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very base needs; mainly, the need for survival. Maslow, however, through his research and writings, caused much of society - and the psychology community - to change its mind about
what drives human beings, and how they behave the way they do. Thanks to Maslow, managers, marketers and motivators have tools by which people can reach their own goals, the
eventual goals of self-actualization. A brief history Maslow was born in 1908 in Brooklyn, New York, where he was also raised (Abraham
Maslow: 1908-1970, 2002). Instead of going to law school, as his father had hoped, Maslow instead studied psychology at the University of Wisconsin. While at Wisconsin, he married, then pursued
a rather new and different kind of research, one that compared primate dominance behavior and sexuality (Abraham Maslow: 1908-1970, 2002). While there, he distinguished himself with his dissertation on "The
Role of Dominance in the Social and Sexual Behavior of Infra-Human Primates" (Lowry, 2002). He continued his studies and research at Columbia
University, where he found a mentor in Alfred Adler, who followed Sigmund Freud (Abraham Maslow: 1908-1970, 2002). After graduating, Maslow ended up on the faculty of Brooklyn College and was
friend to anthropologist Ruth Benedict and Gestalt psychologist Max Wertheimer (Abraham Maslow: 1908-1970, 2002), as Gestalt was the forerunner of humanism. Maslow, himself, borrowing from various fields of psychology in
his writings, became the leader of the growing humanist school in the 1950s and 1960s - with humanism encompassing the force beyond Freudian theory and behaviorism, and moved into the
realm of decision-making, inner resources and free will (Abraham Maslow: 1908-1970, 2002; see also From Maslow to the 21st Century, 2002). For his time, Maslows theories were quite revolutionary, as
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