Abraham H Maslow was a psychologist who developed a theory that sought to explain human behavior in terms of basic needs for survival and growth. (www.enotes.com.2002). This article will define Maslow's theory (a "hierarchy of needs") and explain how differences in priorities influence and inform consumer behavior. Maslow developed his "hierarchy of needs" in an attempt to describe patterns of human behavior and to try to understand the processes behind consumer actions. In essence, his theory centers on the idea of ​​"motivation," which he sees as a driving force in a person's movement from one level of need priority to the next. The diagram above, although not designed by Maslow, suggests the hierarchy of Needs begin at the bottom with “physiological needs” and continue up the pyramid, ending with self-actualization. Maslow's theory identifies that there are general types of needs also described as basic needs: they are the simple things in life that we must have to survive, things like food, water, shelter and good health. These are known as your physiological needs. Safety needs represent the ability to feel safe and be away from danger, to not be in a dangerous relationship, or to live free from abuse. Social needs are the ability to be loved and to feel a sense of belonging to a society. Esteem needs refer to whether the individual has good self-esteem and is in a healthy state of mind. These four categories of needs are known as “deficiency needs,” and Maslow suggests that as long as we are “motivated” to meet these needs, we are moving toward growth and leading to self-actualization. (mason.gmu.edu.2004). At the top of the diagram is self-actualization, which Maslow said... in the center of the document... found at: http://www.enotes.com/maslows-hierarchy-needs-reference/ maslows-hierarchy -needs (accessed March 9, 2012) Author unknown. Collins English Dictionary - Complete and Unabridged Tenth Edition 2009 © William Collins Sons & Co. Ltd Available at: http://dictionary.reference.com/browse/self-STIM (accessed 10 March 2012). Author unknown. 2012. WebFinance, Inc.[Online] http://www.businessdictionary.com/definition/Maslow-s-hierarchy-of-needs.html (accessed March 18, 2012Author unknown. 2012. Psych Basics: Motivation [Online ] Available at: http://www.psychologytoday.com/basics/motivation (accessed on March 20 2012). Van Wagner, Kendra 2009. Self-Actualization and the Hierarchy of Needs [Online] Available at: http://psychology.about.com/od/theoriesofpersonality/a/hirarchyneeds_2.htm 13 March 2012).