The hierarchy of needs is one of the most famous theories of motivation. The hierarchy created by Abraham Maslow is often depicted as a pyramid, at the bottom of which are our basic, simplest needs, and at the top - the most complex.
The basis of the pyramid is formed by needs, which Maslow called "scarce" ( D-needs or deficiency needs). They arise as a result of the absence of something important for us, their satisfaction guarantees the absence of unpleasant sensations and negative consequences, and also allows us to move to a higher level of needs.
Above are the so-called "existential" needs ( B-needs or being needs), the satisfaction of which allows each of us to engage in personal growth and fulfillment of our potential.
Physiological needs
Basic physiological needs include those without which we, in principle, cannot exist. These very physiological (or biological) needs include the need for:
- food;
- water;
- air;
- homeostasis (constancy of the internal state).
In addition to basic needs for food, air, and a constant comfortable temperature, we need clothing and shelter. Here Maslow also included the need for reproduction, since it is very important for the survival of the species.
Security and protection needs
With each next level, the needs become more and more complex Therefore, the needs for protection and safety come to the fore here. A person seeks to control his life, so the need for safety and protection has a serious impact on the formation of behavior.
This need includes the desire for financial independence, health, well-being, etc.
Finding a job, getting health insurance, making a profitable investment, moving to a safer area - there are many ways to meet this need and gain confidence in the future.
Together with physiological, this need forms the so-called group of basic needs.
Social needs
This group of needs includes, first of all, the need for love, recognition and belonging. At this level, a person's behavior is already governed by the need for an emotional connection with other people. This need can be satisfied:
- friendship;
- romantic relationship;
- family;
- social connections and communication with like-minded people.
To avoid loneliness, depression, or anxiety, people need to feel loved and be accepted by others.
Our relationships with friends, family and loved ones are just as important as socializing, connecting with others, or participating in different groups - hobby clubs, religious societies, etc.
Needs for prestige
At the fourth level of Maslow's hierarchy are the needs for approval and respect from others. When the needs located at the previous levels are satisfied, the behavior begins to be motivated by the desire to receive due respect.
In addition to needs for success and prestige, this group includes factors such as self-esteem or personal importance. People tend to feel that they make a significant contribution to the world around them and that other people value them.
An important role in satisfying this type of needs is played by professional activity, academic or sports achievements, as well as various hobbies and interests.
People who are able to satisfy them through the formation of high self-esteem and recognition from others tend to feel more confident in their abilities. Those who lack self-esteem or approval tend to experience an inferiority complex.
Social and prestigious needs together form a group of psychological needs in Maslow's hierarchy.
Spiritual needs
At the very top of the hierarchy are spiritual needs, or needs for self-actualization. “A person should be what he can be,” Maslow said, explaining why it is so important for each of us to realize our potential.
Physiological needs
Classification of needs by A. Maslow
Topic 4. Classification of needs in the socio-psychological aspect
test questions
1. How do biological and social needs interact?
2. How do modern organizations meet material and spiritual needs?
3. Expand the difference between individual and social needs.
4. Expand the relationship between individual and social needs.
5. Is creativity a process or a result?
6. Name the components of creative activity.
7. Give brief description stages of creative activity.
Customer behavior is greatly influenced by the interaction of three factors: ability to purchase, ability to purchase, and motivation.
The factor “ability”: in this case, we mean the ability, efficiency, and creditworthiness of the buyer.
The factor "opportunity" means the likelihood, admissibility, attainability, feasibility, right, reality, a convenient case of purchasing goods.
The central question of the factor "motivation": but if there is a physical ability and knowledge about the product, will the consumer buy it?
If, analyzing needs, a person gives an answer to the question why he acts or does not act in a certain way, then when analyzing motives, an answer is given to the question “why?”.
It is common for a person to experience many needs, some of them are biological and due to physiological reasons (hunger, thirst), the rest are psychological and consist in the desire for recognition, respect, spiritual closeness.
Most of the needs of the second category are not strong enough to prompt a person to take urgent action.
When needs reach a sufficient level of intensity, they become a motive. Motive is a need that has reached such a level of intensity that it prompts a person to take actions aimed at its satisfaction. Τᴀᴋᴎᴍ ᴏϬᴩᴀᴈᴏᴍ, motive - an incentive to activity associated with meeting the needs of the subject; a set of external or internal conditions that cause the activity of the subject and determine its direction.
Motivation - This is a feeling of lack of something that has a certain direction. It is a behavioral manifestation of a need and is focused on achieving a goal.
It should be noted that there is a huge number of different human needs, those goals that, d understanding each person, lead to the satisfaction of his needs, as well as types of behavior, in achieving these goals.
Analyzing this problem, Stephen Carroll and Henry Tosi note: ʼʼThe structure of a person's needs is determined by his place in the social structure or previously acquired experience. Consequently, there are many differences between people regarding those needs that are important to them. More importantly, there are many ways and means to satisfy a particular type of need. For example, the need for one person's own self-approval can be satisfied by recognizing him as the best employee in the department. And to satisfy a similar need for someone else means to recognize the style of his clothes as the best, explaining to everyone that he dresses better than everyone else in the group.
The specific way a person can satisfy his specific need is determined by him based on life experience. We learn empirically that some situations are more desirable (rewarding) than others, and we strive for them. We try to avoid other situationsʼʼ.
There is no single generally accepted classification of needs. Psychologists were even forced to abandon compiling them complete listsince human needs are so numerous, they are constantly changing, arising and disappearing.
The most famous attempt to systematize needs is A. Maslow's hierarchy of needs. He arranged basic (i.e., basic, most general and fundamental) needs in the form of a five-stage pyramid, starting with the urgent ones, without which the human body cannot physically exist, and ending with the most complex social ones.
A. Maslow's approach to motivation is based on four premises:
All people have the same set of motives due to heredity and social interaction.
Some motives are more fundamental or more significant than others.
Basic motives must be satisfied at least minimally before other motives are activated.
After the satisfaction of the basic motives, higher motives begin to operate.
Figure: 4.1. Classification of needs by A. Maslow
The hierarchy of needs according to A. Maslow is presented in the form of a pyramid in Fig. 4.1.
Physiological needs: food, water, sleep, etc.
Posted on ref.rf
Until these motives are minimally satisfied, other motives are not activated.
Security Needs: Striving for security, stability, familiar surroundings.
Needs for love and belonging: the desire for love, friendship, belonging to a group.
Needs for respect: the desire for status, superiority, achievement, respect, prestige.
The need for self-actualization: to become what a person is able to become, enrichment of experience.
In his concept A. Maslow not only examines the psychological traits of the personality, but also establishes their connection with the surrounding social environment. Satisfaction of the basic needs of all five stages directly depends on the social system, the prevailing political views and cultural traditions in it.
Let us give a more detailed description of basic needs using the material of modern sociology and psychology.
The first, most fundamental layer of basic human needs is physiological needs (primary, vital, vital), the satisfaction of which is extremely important for maintaining life. This is the need for food, shelter, clothing. By their origin, they are biological in nature, although they are always satisfied by some socially conditioned ways that have developed in any culture.
At the same time, the definition of vital physiological needs as the needs for food, clothing and housing requires clarification. For example, for many Africans, the need for food must be met only at a minimum level and turns into a matter of life and death, while the middle class in wealthy Western countries now hardly notice it.
However, in modern world occurs quite often deprivation - that is, insufficient satisfaction of physiological needs. The deprivation of needs leads to frustration - a complex mental state of oppressive tension, anxiety, feelings of hopelessness and despair. Prolonged frustration of pressing needs causes profound changes in the worldview, and then in the mental health of individuals and entire sectors of society.
Summing up, it should be noted that all types of service activities must inevitably take into account physiological, incl. vital, the needs of the human body. Subtle and competent satisfaction of physiological needs, creation of comfortable conditions for the client (including in the contact area) is always a powerful factor in increasing the efficiency and competitiveness of service duration.
Physiological needs - concept and types. Classification and features of the category "Physiological needs" 2014, 2015.
Abraham Maslow
MOTIVATION AND PERSONALITY
Translation by A.M. Tatlybaeva
Abraham H. Maslow. Motivation and Personality (2nd ed.)
N.Y .: Harper & Row, 1970; SPb .: Eurasia, 1999
Terminological revision by V. Danchenko
К .: PSYLIB, 2004
Chapter 4
THEORY OF HUMAN MOTIVATION
INTRODUCTION
In this chapter, I will attempt to formulate a positive theory of motivation that satisfies the theoretical requirements outlined in the previous chapter, while also being consistent with the existing empirical evidence, both clinical and experimental. My theory is largely based on clinical experience, but at the same time, it seems to me, is a worthy continuation of the functionalist tradition of James and Dewey; in addition, it absorbed the best features of the holism of Wertheimer, Goldstein and Gestalt psychology, as well as the dynamic approach of Freud, Fromm, Horney, Reich, Jung and Adler. I am inclined to call this theory holistic-dynamic by the names of the approaches integrated in it.
BASIC NEEDS
Physiological needs
As a starting point for creating a motivational theory, specific needs are usually taken, which are commonly called physiological urges. We are currently faced with the need to revise the established understanding of these needs, and this need is dictated by the results of recent research conducted in two directions. We are talking here, firstly, about studies within the framework of the concept of homeostasis, and, secondly, about studies devoted to the problem of appetite (preference for one food over another), which have shown us that appetite can be considered as an indicator of actual need, as evidence that or other deficiency in the body.
The concept of homeostasis assumes that the body automatically makes certain efforts to maintain the constancy of the internal environment, normal blood composition. Cannon (78) described this process in terms of: 1) blood water content, 2) salt balance, 3) sugar content, 4) protein balance, 5) fat content, 6) calcium content, 7) oxygen content, 8) hydrogen indicator (acid-base balance) and 9) the constancy of blood temperature. Obviously, this list can be expanded to include other minerals, hormones, vitamins, etc.
Young's study (491, 492) is devoted to the problem of appetite, he tried to link appetite with somatic needs. In his opinion, if the body feels a lack of some chemicals, then the individual will feel a kind of partial hunger for the missing element, or, in other words, a specific appetite.
Again and again we are convinced of the impossibility and senselessness of creating lists of fundamental physiological needs; it is quite obvious that the range and number of needs that appear in this or that list depends only on the tendentiousness and scrupulousness of its compiler. So far we have no reason to enroll all physiological needs in. category homeostatic. We do not have reliable data to conclusively prove to us that sexual desire, hibernation, the need for movement, and maternal behavior observed in animals are in any way related to homeostasis. Little of. When creating such a list, we leave beyond the scope of cataloging a wide range of needs associated with sensory pleasures (with taste, smells, touch, stroking), which are also probably physiological in nature and each of which can be the goal of motivated behavior. An explanation has not yet been found for the paradoxical fact that the body is inherent in both tendency towards inertia, laziness, minimal effort, and the need for activity, stimulation, arousal.
In the previous chapter, I pointed out that a physiological need, or urge, cannot be regarded as a model of a need or a motive; it does not reflect the laws that govern needs, but rather serves as an exception to the rule. The urge is specific and has a well-defined somatic localization. Desires almost do not interact with each other, with other motives and with the body as a whole. Although the latter statement cannot be extended to all physiological urges (the exceptions in this case are fatigue, sleep-craving, maternal reactions), it is indisputable in relation to the classic varieties of urges, such as hunger, thirst, sexual urge.
I consider it necessary to emphasize again that any physiological need and any act of consumer behavior associated with it can be used to satisfy any other need. Thus, a person may feel hungry, but, in fact, it may not be so much a need for protein or vitamins, but rather a desire for comfort and safety. Conversely, it is no secret that a glass of water and a couple of cigarettes can drown out the feeling of hunger for a while.
Hardly anyone would undertake to dispute the fact that physiological needs are the most vital, the most powerful of all needs, that they have the greatest driving force in comparison with all other needs. In practice, this means that a person living in extreme need, a person deprived of all the joys of life, will be driven primarily by the needs of the physiological level. If a person has nothing to eat and if he lacks love and respect, then all the same, first of all, he will strive to satisfy his physical hunger, not emotional.
If all the needs of an individual are not satisfied, if physiological urges dominate in the body, then all other needs may not even be felt by a person; in this case, to characterize such a person, it will be enough to say that he is hungry, because his consciousness is almost completely captured by hunger. In such a situation, the body directs all its strength and capabilities to satisfy hunger; the structure and interaction of the organism's capabilities are determined by a single goal. His receptors and effectors, his mind, memory, habits - everything turns into an instrument for satisfying hunger. Those abilities of the organism, which do not bring it closer to the desired goal, for the time being doze off or die off. The desire to write poetry, to buy a car, interest in native history, passion for yellow boots - all these interests and desires either fade or disappear altogether. A person who feels deadly hunger will not be interested in anything but food. He dreams only of food, he remembers only food, he thinks only of food, he is able to perceive only the sight of food and is able to listen only to conversations about food, he only reacts to food, he only craves food. Habits and preferences, selectivity and fastidiousness, usually accompanying physiological urges, giving an individual color to a person's food and sexual behavior, are so suppressed, drowned out that in this case (but only in this particular case) we can talk about naked eating urge and purely eating behavior, pursuing a single goal - the goal of getting rid of hunger.
As another specific characteristic of an organism subordinated to a single need, we can call a specific change in the personal philosophy of the future. To a person exhausted by hunger, paradise will seem like a place where you can gorge yourself. It seems to him that if he could not think about his daily bread, he would be completely happy and would not want anything else. He thinks of life itself in terms of food, everything else that has nothing to do with the object of his desires is perceived by him as insignificant, secondary. He considers such things as love, freedom, brotherhood, respect as nonsense, his philosophy is extremely simple and is expressed by the saying: "You will not be full of love." About the hungry one cannot say: "Man does not live by bread alone", because a hungry man lives by bread and bread alone.
The example I have given, of course, belongs to the category of extreme, and although it is not devoid of reality, it is still more the exception than the rule. In a peaceful life, in a normally functioning society, extreme conditions by their very definition are rare. Despite all the banality of this provision, I consider it necessary to dwell on it especially, if only because there are two reasons pushing us to forget it. The first reason is associated with rats. Physiological motivation in rats is very vividly presented, and since most of the experiments on the study of motivation are carried out on these animals, the researcher sometimes turns out to be unable to resist the temptation of scientific generalization. Thus, the conclusions drawn by the rat experts are carried over to humans. The second reason is associated with a misunderstanding of the fact that culture itself is a tool of adaptation, and that one of its main functions is to create conditions under which an individual would experience extreme physiological urges less and less. In most cultures known to us, chronic, extreme hunger is a rarity rather than a regularity. In any case, what has been said is true for the United States of America. If we hear the average American say "I'm hungry," we know that he is more likely to be hungry than hungry. He can experience real hunger only in some extreme, extraordinary circumstances, no more than two or three times in his entire life.
If, in the study of human motivation, we limit ourselves to extreme manifestations of the embodiment of physiological urges, then we run the risk of ignoring the higher human motives, which will inevitably give rise to a one-sided idea of \u200b\u200bthe capabilities of man and his nature. Blind is the researcher who, arguing about human purposes and desires, bases his arguments only on observations of human behavior under conditions of extreme physiological deprivation and considers this behavior as typical. Paraphrasing the already mentioned saying, we can say that a person really lives on bread alone, but only when he does not have this bread. But what happens to his desires, when he has plenty of bread, when he is full, when his stomach does not require food?
And here's what happens - the person immediately has other (higher) needsand already these needs take possession of his consciousness, taking the place of physical hunger. As soon as he satisfies these needs, their place is immediately taken by new (even higher) needs, and so on ad infinitum. This is what I mean when I say that human needs are organized hierarchically.
This formulation of the question has far-reaching consequences. Having accepted our view of things, the theory of motivation gains the right to use, along with the concept of deprivation, an equally convincing concept of satisfaction. In accordance with this concept, satisfaction of the need frees the body from the oppression of the needs of the physiological level and opens the way for the needs of the social level. If physiological needs are constantly and regularly satisfied, if the achievement of the associated partial goals does not pose a problem for the body, then these needs cease to actively affect human behavior. They become potential ones, reserving the right to return, but only if there is a threat to their satisfaction. Satisfied passion ceases to be passion. Energy is possessed only by an unsatisfied desire, an unsatisfied need. For example, a satisfied need for food, satisfied hunger no longer plays any role in the current dynamics of an individual's behavior.
This thesis is to some extent based on a hypothesis, which we will discuss in more detail below, and the essence of which is that the degree of individual resistance to deprivation of a particular need depends on the completeness and regularity of satisfying this need in the past.
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Physiological needs are basic needs for food, water, heat, shelter, etc., which ensure the survival of a person and his descendants.
Physiological needs are located at its lower levels, and the need for self-affirmation - at the upper. It is difficult to expect that we will be able to satisfy all our needs. Therefore, a selection of a subset of needs is made. We define this subset as desire. Further, it is necessary to establish the degree of aspiration, which largely determines the level of achievement, or our expectations in meeting needs. Developed in last years a theoretical study of issues related to the degree of aspiration is beyond the scope of the book.
The physiological need for water for humans is on average 2 5 liters per day. Of this amount, 1 liter is for drinking water, 1 2 liters - for food supplied and 0 3 liters - for water formed in the body during metabolism. However, depending on environmental conditions, the nature of muscle work, this need may vary. The harder the work performed by a person, the more he sweats and the more water is required, the amount of which can reach up to 6 liters per day or more. So, when working in the southern deserts, a person can drink up to 11 liters of water per day. At the same time, up to 90% of the water drunk is excreted in the form of sweat.
Physiological needs are essential for survival. These include the needs for food, water, shelter, rest, and sexual needs.
Physiological needs also influence learning.
Physiological needs are objective, they are insurmountable. If the stomach is empty, writes J. Galbraith, it is impossible to convince a person that he does not need food, but entertainment. The situation is different with psychological needs. They are generated in the sphere of consciousness, and therefore all means capable of influencing consciousness can simultaneously become means of influencing these needs.
If physiological needs are greatly influenced by economic factors and, in fact, receive their social form, then spiritual, intellectual needs, whose role in the life of society is rapidly expanding, to a significant extent depend on the development of society, culture, technical progress and social relations.
The satisfaction of physiological needs leads to the emergence of a need for safety, protection, order, release from fear; 3) the need for love. Well-fed and safe people feel the need for friends, for family, for belonging to a particular group. These kinds of needs are called social needs; 4) the need for respect. This group of needs is associated with a sense of self-esteem, with recognition by others (status, prestige, fame, success, attention); 5) the need for self-realization. The classification of needs was proposed in 1943 by the psychologist Abraham Maslow.
Establishing the physiological needs of the body for nutrients and irreplaceable nutritional factors is only one side of the solution to the problem, which consists in the maximum approximation of nutritional conditions to the optimal formula. Solving the second side of this problem requires an accurate knowledge of the chemical composition of food products. This book is also devoted to these tasks.
Maslow's physiological needs lie, without the satisfaction of which physical existence itself is impossible, followed by safety, love and respect. The highest level of the hierarchy is self-realization, in which the set of needs of the individual is determined by him. According to this scheme, a person can ascend to a higher level only after his needs of a lower level are satisfied.
Like physiological needs, they are among the basic, fundamental. These needs are understood in a broad sense: safety from physical and psychological threats, as well as the confidence that physiological needs in the future will be met.
In our society, physiological and safety needs play a relatively minor role for most people. Only the truly disenfranchised and the poorest strata of the population are guided by these needs of the lower levels. This implies an obvious conclusion for control system theorists that the needs of higher levels can serve as better motivating factors than the needs of lower levels.
In proportion to the saturation of physiological needs, human pleasures are determined by communication. The criterion of truth is the local opinion of others. As the needs of society are saturated, it becomes more and more subjective and idealistic.
New data on the physiological needs of the human body for nutrients and energy, as well as the elucidation of the patterns of food assimilation under conditions of metabolic disorders at all stages of the metabolic conveyor, made it possible to maximally balance the chemical composition of diets and their energy value.
