According to Maslow, an individual is motivated first and foremost to satisfy security needs.
One of our fundamental, evolutionary requirements is safety. The majority of our choices and deeds are motivated by maintaining or improving our current conditions.
Although we may not be in continual danger like early man, our desire for protection for ourselves and our loved ones is no less important to us. This motivation permeates user and consumer behavior.
Abraham Maslow recognized the need for safety as a fundamental human need in his "Hierarchy of Needs" theory.
The second tier of Maslow's hierarchy is made up of needs for safety, which include the security of one's body, of one's job, of one's resources, of one's family's morality, and of one's health.
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