BELIEF WHEN EVIDENCE DOES NOT SUPPORT THEORY

Marketing has looked to other scientific disciplines to supplement its understanding of motivation. Maslow's Hierarchy of Needs theory is fr equently uncritically cited in texts, even though most evidence has fa iled to support its validity. Science requires that theory be supporte d by empirical facts. Maslow's theory is briefly summarized, along wit h a review of the related literature. Reasons are given and empiricall y supported for the continued popularity of Maslow's theory in marketi ng despite lack of scientific support. A cautionary note for the conti nued development of marketing theory concludes thepresentation. (C) 19 95 John Wiley & Sons, Inc.