A theory proposed by Abraham Maslow in 1943 describing the order of the developmental motivations throughout the human life span. The theory suggests that individual needs develop in a sequential order ranging from basic physiological needs to the need for safety, belonging, self-esteem and self-fulfillment. Higher order of needs emerge as lower ones are satisfied. As it relates to advertising, some marketers use the theory as they consider the need states fulfilled by a particular brand, product or service.