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 EXAM FOCUS POINT 
There is an article on the ACCA website entitled “Let’s get motivated” that is relevant to material in this 
chapter. 
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CHAPTER 15
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MOTIVATING INDIVIDUALS AND GROUPS 
 
381 
2.1 Maslow's hierarchy of needs
Maslow 
identified a hierarchy of needs which an individual will be motivated to satisfy, progressing 
towards higher order satisfactions, such as self-actualisation. 
Abraham Maslow (1943) described five innate human needs, and put forward certain propositions 
about the motivating power of each need. 
(a) 
An individual's needs can be arranged in a '
hierarchy
of relative pre-potency' (as shown). Each 
level of need is 
dominant until satisfied
; only then does the next level of need become a 
motivating factor. A need which has been satisfied no longer motivates an individual's behaviour.
(b) 
The need for self-actualisation can rarely be satisfied. 
(c) 
In addition, Maslow described: 
(i) 
Freedom of enquiry and expression needs (for social conditions permitting free speech, 
and encouraging justice, fairness and honesty) 
(ii) 
Knowledge and understanding needs (to gain knowledge of the environment, to explore, to 
learn) 
QUESTION 
Maslow's hierarchy of needs
 
Decide which of Maslow's categories the following fit into. 
(a) 
Receiving praise from your manager 
(e) 
A pay increase 
(b) 
A family party 
(f) 
Joining a local drama group 
(c) 
An artist forgetting to eat 
(g) 
Being awarded the OBE 
(d) 
A man washed up on a desert island 
(h) 
Buying a house 
ANSWER 
Maslow's categories for the listed circumstances are as follows. 
(a) Esteem 
needs 
(b) Social 
needs 
(c) 
Self-actualisation needs overriding lower-level needs! 
(d) Physiological 
needs 
(e) 
Safety needs initially; esteem needs above in a certain income level 
(f) 
Social needs or self-actualisation needs 
(g) Esteem 
needs 
(h) 
Safety needs or esteem needs 
 
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