Maslow’s Need Hierarchy: Unveiling Praises, Criticisms, Misconceptions, and Gaps of Maslow’s Need Hierarchy 1943

 Author (s)

Fuhad A.M Bangura & Musa Jalloh

Abstract

Abraham Maslow’s hierarchy of needs remains one of the most influential frameworks for understanding human motivation across psychology, management, education, and organizational studies. Despite its widespread adoption, the theory continues to attract substantial criticism regarding its empirical support, cultural assumptions, and the common but inaccurate pyramid representation frequently used to describe it. This study adopts a structured narrative literature review approach to examine the contributions, limitations, misconceptions, and contemporary relevance of Maslow’s hierarchy of needs. Particular attention is given to the historical misrepresentation of the pyramid structure and the theory’s limited applicability within collectivist cultural contexts. Drawing on recent interdisciplinary research, the paper synthesizes key critiques and identifies conceptual gaps that remain insufficiently addressed in existing literature. In response, the study proposes an Ubuntu-based circular model of human needs that reconceptualizes motivation as relational and community-centered rather than strictly hierarchical and individualistic. This culturally responsive extension contributes to emerging efforts to adapt classical motivation theory for application in non-Western contexts. It offers practical implications for researchers, educators, and organizational leaders working in culturally diverse environments.

Keywords: Maslow’s hierarchy of needs, Motivation theory, Cultural limitations, Pyramid misconception, Ubuntu philosophy, Conceptual model.

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Cite This Article:

Bangura, F. A. M & Jalloh, M. (2026). Maslow’s Need Hierarchy: Unveiling Praises, Criticisms, Misconceptions, and Gaps of Maslow’s Need Hierarchy 1943, Journal of Market Research, 2(1), 122-132. DOI: https://doi.org/10.58970/JMR.5018

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About Author (s)

Fuhad A.M Bangura, Institute of Public Administration and Management, University of Sierra leone, Sierra leone. ORCID: https://orcid.org/0009-0002-2821-3115

Musa Jalloh (Corresponding Author), University of International Business and Economics (UIBE), Beijing, China. ORCID: https://orcid.org/0009-0005-1078-2995

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DOI: https://doi.org/10.58970/JMR.5018

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