Therefore I have chosen a theory of motivation which is Abraham Maslow’s hierarchy of needs that is well associated with this article. Maslow’s theory which is based on hierarchy of needs says that basic motives must be minimally satisfied before more advanced motives are activated. (Quester, P., Pettigrew, S., Kopanidis, F., Rao Hill, S. and Hawkins, D, 2014, pg. 299). As per Maslow’s theory based on needs the most common need is psychological such as food, water, air and then there is safety (security), social (sense of belonging), esteem (status) and on the top is self-actualisation (self-development). (Quester, P., Pettigrew, S., Kopanidis, F., Rao Hill, S. and Hawkins, D, 2014, pg. 300). An example can be seen where many people buy apple products not because they want it they buy such products to make sure there ego needs are met. As buying such products in today’s world represents their status, wealth, prestige in the society. Another example can be seen where social needs (sense of belonging, affection) where such functions as SMS (short message service) has now disappeared with the arrival of live video chatting etc. Brands such as Apple has also moved towards the basic needs as with the launch of Apple Pay in 2014, consumers can complete transactions without any hassle and is completely protected from online threats.