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Abstract

Marketing has looked to other scientific disciplines to supplement its understanding of motivation. Maslow's Hierarchy of Needs theory is frequently uncritically cited in texts, even though most evidence has failed to support its validity. Science requires that theory be supported by empirical facts. Maslow's theory is briefly summarized, along with a review of the related literature. Reasons are given and empirically supported for the continued popularity of Maslow's theory in marketing despite lack of scientific support. A cautionary note for the continued development of marketing theory concludes the presentation. © 1995 John Wiley & Sons, Inc.