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To understand exactly what makes another person tick is a skill – an art even. The pioneering psychologist Abraham Maslow spent much of his life trying to figure it out, and after years of observation he came up with a way to explain exactly why people behave as they do.

Ranging from the lowest, basic physical needs up to the highest, noblest desire for ultimate self-actualization, he mapped out a hierarchy of needs that motivate people.

Marketing experts soon found a practical use for Maslow’s theory. They knew that if they could appeal to what people desired, or use their fears against them, they could begin to manipulate their buying behavior too.