According to psychologist Abraham Maslow, much of human behavior is motivated by the desire to meet basic life needs, known as the hierarchy of needs (Maslow, 1943). If you’re extremely hungry or tired, nothing matters to you except food or rest. Maslow suggested that such physical needs form the base of the hierarchy. Only after you’ve met your physical needs do you turn your attention to higher-level concerns—namely, security needs (avoiding harm and uncertainty), social needs (forming bonds with others), ego needs (having respect and admiration from others), and self-actualization needs (realizing your full potential). (See Figure 17.2.)

Maslow’s framework is useful for planning motivational appeals for your speech. If you show your listeners how certain needs are in danger or how specific needs could be satisfied if they follow your call to action, you’ll likely capture their attention. For example, suppose your presentation is encouraging your classmates to get a flu shot. To provide a motivational appeal, ask them, “Do you really want to get the flu just when you have to study for finals? If not, take a minute to get the shot—it won’t take long, and it’ll give you peace of mind.” This would appeal to their security needs.

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