The last of the deficiency needs is probably the easiest need to appeal to: Esteem. Most people want to be admired. This is beyond appreciation; this is adoration to some extent. This is more than belonging; this is the desire to be the reason people come together. This is not just being a part of the majority; this is being exemplary.
One must take care that the need for esteem is not carried into a feeling of excessive pride. I think they are somewhat different, but it is easy to see how one can go from the former to the latter. As a seller of goods, you probably do not care if your customers feel esteem from their friends and neighbors, or pride after buying or using your product. As a manager, you may need to be more careful that praise and commendations do not carry a person to excess pride.
What kind of promotions appeal to the need for esteem...
Some of these address operational qualities like intelligence, business acumen, or skill. Other pitches go for less substantial or tangible areas such as attractiveness, agility, or endurance. The pitch is not actually to the specific ability, but rather how the consumer will be perceived as a result of using the product. A piece of high fashion clothing is not sold because of the warmth, comfort, or increased survival rate in adverse conditions; it is sold to make the wearer look better. Does it matter if we look better if that does not make people think better of us?
- This book will make you smarter...
- This drink will give you energy...
- This car and a girl like the one in the photo may find you more attractive...
- This MBA program has a 98% success rate...
- Kill more aliens using our game controller...
The appeal to vanity seems to be the most common petition to the esteem need. Maybe I'm just being cynical, but this is my perception at this time. I suppose it depends on what you watch, listen to, or read. Few of the advertisements in the journals Science or Nature appeal to the vanity of researchers, but more to the ability to discover, understand, or explore. Conversely, most of the adds in Sports Illustrated appeal to vanity, libido, and public accomplishment (even if that is just your circle of friends).
When it comes to dealing with staff, employees, or bosses, the appeal to the esteem need can be very useful. As I said before, appreciation is one thing, admiration is another. However, if the intent is not sincere, then it can cause more trouble. Trust can be destroyed and future efforts to praise or highlight that person or others will not be received properly.
I think there are a few questions to ask at this point:
- Is this the easiest need to appeal to?
- Is this the most effective need to petition?
- Does appealing to this need require more creativity?
- How long lasting is the effect of an appeal to this need?
Come to think of it, these questions can and should be asked of all the needs, not just this one.
» 5th Level Need: Knowledge and Understanding from ModernMagellans
While I was a graduate student at Caltech, a friend asked if his very intelligent high school junior age daughter could work with me as a lab assistant for the summer. Teaching a new person how you do things can... [Read More]
Tracked on: October 16, 2007 3:36 PM | Permalink to Trackback