Physiological needs

The most basic, powerful and urgent of all human needs are those essential to physical survival. This group includes the needs for: food, drink, oxygen, physical activity, sleep, protection from extreme temperatures and sensory stimulation. These physiological needs directly relate to human biological survival and must be satisfied at some minimum level before any higher level needs become relevant. In other words, a person who fails to satisfy these basic needs will not be interested in the needs occupying the highest levels of the hierarchy for a long time.

Of course, the social and physical environment in American culture provides the satisfaction of primary needs for most people. However, if a person has one of these needs left unsatisfied, it very quickly becomes so dominant that all other needs disappear or fade into the background. A chronically hungry person is unlikely to strive to compose music, make a career or build a wonderful new world. Such a person is too busy looking for at least some food.

Life-sustaining needs are crucial to understanding human behavior. The destructive effect that lack of food or water has on behavior has been described in numerous experiments and autobiographies. One example of how hunger can dominate human behavior comes from a study of men who refused military service during World War II for religious or other reasons. They agreed to participate in an experiment in which they were put on a semi-starvation diet to study the effects of food deprivation on behavior (Keys et al., 1950). During the study, as the men began to lose weight, they became indifferent to almost everything except food. They talked constantly about food, and cookbooks became their favorite reading. Many of the men even lost interest in their girlfriends! This and many other reported cases show how attention tends to shift from higher to lower needs when the latter are no longer satisfied.

When physiological needs are sufficiently satisfied, other needs, often called safety and security needs These include the needs for organization, stability, law and order, predictability of events and freedom from threatening forces such as disease, fear and chaos. Thus, these needs reflect an interest in long-term survival.

Maslow suggested that the manifestation of safety and security needs is most easily observed in infants and young children due to their relative helplessness and dependence on adults. Babies, for example, exhibit a startle response if they are unexpectedly dropped or startled by a loud noise or flash of light. The manifestation of the need for safety is also evident when children become ill. A child with a broken leg may experience fears, nightmares, and needs for protection and reassurance that were not apparent before the accident.

Another indicator of the need for security is the child’s preference for a certain kind of dependence, a stable routine. According to Maslow, young children function most effectively in a family where, at least to a certain extent, there is a clear routine and discipline. If these elements are absent in the environment, the child does not feel safe, he becomes anxious, distrustful and begins to look for more stable living territories. Maslow further noted that parents who raise their children with no restrictions and permission do not satisfy their need for safety and protection. Not requiring your child to go to bed at a certain time or eat at some regular intervals will only cause confusion and fear. In this case, the child will not have anything stable in his environment on which to depend. Maslow viewed parental arguments, physical abuse, separation, divorce, and death in the family as particularly detrimental to a child's well-being. These factors make his environment unstable, unpredictable and therefore unreliable.

The needs of safety and protection also greatly influence the behavior of people who have left the childhood. Preferring a secure job with a stable, high salary, creating savings accounts, and purchasing insurance (for example, medical and unemployment) can be seen as actions motivated in part by the search for security. To some extent, a system of religious or philosophical beliefs allows a person to organize his world and the people around him into a single, meaningful whole, thus giving him the opportunity to feel “safe.” Another manifestation of the need for safety and protection can be seen when people are faced with real emergencies - such as wars, floods, earthquakes, uprisings, civil unrest and the like.

Maslow proposed that certain types of neurotic adults (especially the obsessive-compulsive type) are primarily motivated by a search for safety. Some neurotic patients behave as if a great catastrophe was looming, frantically trying to organize their world into a reliable, stable, clearly organized structure where new unforeseen circumstances could not arise. The need for security of a patient with neurosis “often finds a specific expression in the search for a protector: more strong man or systems on which it may depend” (Maslow, 1987, p. 19).

None of the existing theories of motivation has such an impact on the thinking of managers as the theory of needs, developed by the great motivation specialist Abraham Maslow.

Maslow's theory allows managers to more fully understand the aspirations and motives of employee behavior. Maslow proved that people's motivation is determined by a wide range of their needs. If earlier managers motivated subordinates almost exclusively only with economic incentives, since people’s behavior was determined mainly by their needs at lower levels, then thanks to Maslow’s theory it became obvious that there are also non-material incentives that force employees to do what the organization needs.

Maslow identified five main groups of human needs, which are in a dynamic relationship and form a hierarchy (Diagram 1). This can be depicted as ascending steps.

Scheme 1. Hierarchy of human motivation needs in order of priority

The theory of the hierarchy of human needs is based on a pattern: when a need at one level is satisfied, a need at the next, higher level arises. A satisfied need ceases to motivate.

People need to satisfy needs in a certain order - when one group is satisfied, another comes to the fore.

A person rarely achieves a state of complete satisfaction; throughout his life he desires something.

It is necessary to consider motivational groups in more detail.

2.1. Physiological needs

The needs of this group consist of basic, primary human needs, sometimes even unconscious. Sometimes they are called biological needs. These are human needs for food, water, warmth, sleep, rest, clothing, shelter, and the like, necessary for the survival of the body, maintenance and continuation of life. In relation to the working environment, they manifest themselves as the need for wages, favorable working conditions, vacation, etc.

High earnings provide a decent living, for example, the opportunity to live in a comfortable apartment, eat well, wear necessary, comfortable and fashionable clothes, etc.

To pay for the basic needs of life, employees must be motivated by long-term benefits, providing them with a tangible high income and sufficient remuneration, providing them with breaks from work, days off and holidays to restore strength.

If a person is dominated only by these needs, crowding out everything else, then he has little interest in the meaning and content of work, and cares mainly about increasing his income and improving working conditions.

If a person is deprived of everything, he will first of all strive to satisfy his physiological needs. As a result, his views on the future may change.

A person’s dissatisfaction may also indicate the dissatisfaction of needs at a higher level than the level of the need about which the employee complains. For example, when a person thinks he needs a rest, he may actually be feeling the need for security rather than a day off or a vacation.

2.2. Needs for security and confidence in the future

If a person has sufficient physiological needs, then he immediately has other needs related to the safety of the body.

This group? one of the main life motivators, it includes both physical (safety precautions, labor protection, improvement of working conditions, etc.) and economic (social guaranteed employment, social insurance in case of illness and old age) security. Satisfying the needs of this group provides a person with confidence in the future and reflects the desire to protect oneself from suffering, dangers, illnesses, injuries, losses or deprivations. Confidence in the future is acquired through guaranteed employment, acquisition insurance policy, pension provision, the possibility of storing money in banks, by creating insurance potential by obtaining a decent education.

For those who have suffered severe hardship at some significant period in their lives, this need is more urgent than for others.

To address workers' safety needs, employers need to:

1) create safe working conditions for employees;

2) provide workers with protective clothing;

3) install special equipment at workplaces;

4) provide workers with safe tools and devices.

2.3. Social needs (needs of belonging and involvement)

After physiological and safety needs are satisfied, social needs come to the fore.

In this group? needs for friendship, love, communication and emotional connections with each other:

1) have friends and colleagues, communicate with people who pay attention to us, share our joys and concerns;

2) be a member of a team and feel the support and cohesion of the group.

All this is expressed in the desire for warm relationships with people, participation in joint events, and the creation of formal and informal groups. If a person is satisfied with social needs, then he considers his work as part of a joint activity. Work is a cementing environment for friendship and camaraderie.

Reduced social relationships (work contacts and informal friendly relations) often leads to unpleasant emotional experiences, the emergence of an inferiority complex, a sense of self as an outcast from society, etc.

To address the social needs of employees, management must:

1) inspire employees to create groups and teams;

2) create conditions and allow the same group of people to work and play together in order to strengthen and facilitate their relationships;

3) allow all groups to be different from other groups;

4) hold meetings to exchange professional issues, discuss matters of interest to everyone and contribute to the solution of professional problems.

2.4. Need for respect (recognition and self-affirmation)

When the needs of the three lower levels are satisfied, the person focuses his attention on satisfying personal needs. The needs of this group reflect the desires of people to be strong, competent, confident in themselves and their own position, striving for independence and freedom. This also includes the needs for prestige, reputation, career and professional growth, leadership in a team, recognition of personal achievements, and respect from others.

Every person enjoys feeling that he is indispensable. The art of managing people is the ability to make each employee understand that their work is very important for overall success. Good work without recognition leads to disappointment in the employee.

In a team, a person enjoys his own role and feels comfortable if he is given and addressed deserved privileges other than common system rewards for his personal contribution and achievements.

The most objective and stable self-respect is based on the deserved respect of others, and not on external fame, fame or undeserved adulation.

2.5. The need for self-realization (self-expression)

These are spiritual needs. The manifestation of these needs is based on the satisfaction of all previous needs. New dissatisfaction and new anxiety appear until a person does what he likes, otherwise he will not find peace of mind. Spiritual needs find self-expression through creativity and personal self-realization.

A person must become what he can be. Every person is amazingly rich in ideas, but he needs to be convinced of this.

A person’s desire to fully reveal himself, use his knowledge and skills, implement his own plans, realize individual talents and abilities, achieve everything he wants, be the best and feel satisfied with his position is currently undeniable and recognized by everyone. This need for self-expression is the highest of all human needs.

In this group, the best, more individual sides and abilities of people appear.

To effectively manage people you need:

1) assign them personal responsibility for the fulfillment of production tasks;

2) give them the opportunity to express and realize themselves, giving them unique, original work that requires ingenuity, and at the same time providing greater freedom in choosing the means to achieve their goals and solve problems.

People who feel the need for power and influence over others and even peers are motivated by the opportunity to:

1) manage and control;

2) persuade and influence;

3) compete;

4) lead;

5) achieve goals and objectives.

All this must be supported by praise for good job. It is important for people to feel that they are performing well and being individuals in their own way.

What is important for managers is the fact that everything human needs are arranged in hierarchical order.

Low level needs.

1. Physiological needs.

2. Needs for security and confidence in the future.

3. Social needs (needs of belonging and involvement).

4. The need for respect (recognition and self-affirmation).

Higher level needs.

5. The need for self-realization (self-expression).

First, the needs of lower levels must be satisfied first, and only then can the needs of higher levels be addressed.

In other words, a person experiencing hunger will first seek to find food, and only after eating will he try to build a shelter. You can no longer attract a well-fed person with bread; bread is only interested in those who don’t have it.

Living in comfort and security, a person will first be motivated to activity by the need for social contacts, and then will begin to actively strive for respect from others.

Only after a person feels inner satisfaction and respect from others will his most important needs begin to grow in accordance with his potential. But if the situation changes radically, then the most important needs may change dramatically. For example, at some point an employee may sacrifice a physiological need for the sake of a safety need.

When a worker whose lower-level needs have been satisfied is suddenly faced with the threat of job loss, his attention immediately shifts to the lowest level of needs. If a manager tries to motivate workers whose safety needs (second level) are not yet met by offering a social reward (third level), he will not achieve the desired goal-oriented results.

If in at the moment The employee is motivated mainly by the opportunity to satisfy security needs; the manager can be sure that as soon as these needs are satisfied, the person will look for an opportunity to satisfy his social needs.

A person never experiences the feeling of complete satisfaction of his needs.

If the needs of a lower level are no longer satisfied, the person will return to this level and remain there not until these needs are fully satisfied, but when these needs are sufficiently satisfied.

It must be taken into account that the needs of the lower level form the foundation on which the needs of the higher level are built. Only if lower-level needs remain satisfied does the manager have a chance to succeed by motivating employees through satisfying higher-level needs. In order for a higher level of the hierarchy of needs to begin to influence human behavior, it is not necessary to satisfy the need of the lower level completely. For example, people usually begin to seek their place in a certain community long before their security needs are met or their physiological needs are fully satisfied.

The key point The concept of Maslow's hierarchy of needs is that needs are never satisfied on an all-or-nothing basis. Needs overlap, and a person can be motivated at two or more levels of needs simultaneously.

Maslow suggested that the average person satisfies his needs something like this:

1) physiological – 85%;

2) safety and protection – 70%;

3) love and belonging – 50%;

4) self-esteem – 40%;

5) self-actualization – 10%.

However, this hierarchical structure is not always rigid. Maslow noted that although “hierarchical levels of needs may have a fixed order, in fact this hierarchy is far from being so “rigid.” It is true that for most people their basic needs fell roughly in the order presented. However, there are a number of exceptions. There are people for whom, for example, self-respect is more important than love.

From Maslow’s point of view, the motives for people’s actions are mainly not economic factors, but various needs that cannot always be satisfied with money. From this he concluded that as the needs of workers are met, labor productivity will increase.

Maslow's theory has made important contributions to understanding what makes workers more effective. People's motivation is determined by a wide range of their needs. Individuals with high power motivation can be divided into two groups.

The first group includes those who strive for power for the sake of domination.

The second group includes those who strive for power in order to achieve solutions to group problems. Particular importance is attached to the need for power of the second type. Therefore, it is believed that, on the one hand, it is necessary to develop this need among managers, and on the other, to give them the opportunity to satisfy it.

People with a strong need for achievement are more likely than others to become entrepreneurs. They like to do things better than their competitors, they are ready to take responsibility and are quite high risk.

A developed need for power is often associated with reaching high levels in the organizational hierarchy. Those who have this need have a better chance of making a career, gradually rising through the ranks. job ladder.

2.6. Self-actualization assessment

The lack of an adequate assessment instrument to measure self-actualization initially thwarted any attempt to validate Maslow's basic claims. However, the development of the Personal Orientation Inventory (POI) has given researchers the opportunity to measure values ​​and behaviors associated with self-actualization. It is a self-report questionnaire designed to assess various characteristics of self-actualization according to Maslow's concept. It consists of 150 forced choice statements. From each pair of statements, the respondent must choose the one that best characterizes him.

The POI consists of two main scales and ten subscales.

The first main scale measures the extent to which a person is self-directed rather than others-directed in the search for values ​​and meaning in life (characteristics: autonomy, independence, freedom - dependence, need for approval and acceptance).

The second main scale is called “time competence.” It measures the extent to which a person lives in the present rather than focusing on the past or future.

Ten additional subscales are designed to measure important elements self-actualization: values ​​of self-actualization, existentiality, emotional reactivity, spontaneity, caring for one’s interests, self-acceptance, acceptance of aggression, ability for close relationships.

POI also has a built-in lie detection scale.

The only major limitation to using the 150-item POI for research purposes is its length. Jones and Crandall (1986) developed a short self-actualization index. The scale consists of 15 items.

1. I am not ashamed of any of my emotions.

2. I feel that I have to do what others expect of me (N).

3. I believe that people are essentially good and can be trusted.

4. I can be angry with those I love.

5. It is always necessary for others to approve of what I do (N).

6. I do not accept my weaknesses (N).

7. I may like people whom I may not approve of.

8. I'm afraid of failure (N).

9. I try not to analyze or simplify complex areas (N).

10. It's better to be yourself than to be popular.

11. There is nothing in my life to which I would particularly devote myself (N).

12. I can express my feelings even if it leads to undesirable consequences.

13. I am not obliged to help others (N).

14. I'm tired of inadequacy (N).

15. They love me because I love.

Respondents answer each statement using a 4-digit scale:

1) disagree;

2) partly disagree;

3) partially agree;

4) I agree.

The symbol (N) following the statement indicates that when total values ​​are calculated, the score for this item will be inverted (1 = 4, 2 = 3, 3 = 2, 4 = 1). The higher general meaning, the more self-actualized the respondent is considered.

In a study of several hundred college students, Jones and Crandall found that self-actualization index scores were positively correlated with all scores on the much longer POI (r = +0.67) and with measures of self-esteem and “rational behavior and beliefs.” The scale has some reliability and is not susceptible to “social desirability” response selection. It was also shown that college students who participated in self-confidence training had significant increases in self-actualization as measured by the scale.

Characteristics of self-actualizing people.

1. More effective perception of reality.

2. Acceptance of yourself, others and nature (accept yourself as they are).

3. Spontaneity, simplicity and naturalness.

4. Focused on the problem.

5. Independence: need for privacy.

6. Autonomy: independence from culture and environment.

7. Freshness of perception.

8. Summit, or mystical, experiences (moments of great excitement or high tension, as well as moments of relaxation, peace, bliss and tranquility).

9. Public interest.

10. Deep interpersonal relationships.

11. Democratic character (lack of prejudice).

12. Distinction between means and ends.

13. Philosophical sense of humor (friendly humor).

14. Creativity (ability to create).

15. Resistance to culturalization (they are in harmony with their culture, maintaining a certain internal independence from it).

From the point of view of humanistic psychology, only people themselves are responsible for the choices they make. This does not mean that if people are given freedom of choice, they will necessarily act in their own interests. Freedom of choice does not guarantee the correctness of the choice. The main principle of this direction is the model of a responsible person who freely makes a choice among the opportunities provided.

Good day everyone! We have already talked about human self-development, the importance of timely recognition and satisfaction of needs, and today I want to talk in more detail about what it is, Maslow’s pyramid of human needs. After all, it has not lost its relevance in modern world and allows you to look, from the psychological perspective, at your life values.

What are needs?

Needs activate the human body so that it gathers all its resources and begins to search for ways to satisfy those needs that are acute for it. Thanks to the ability to recognize and implement them, we develop, achieve success and, in the end, live. Abraham Maslow, a psychologist and scientist, once decided to identify the basic human needs and structured them by placing them in order in the form of a pyramid.

It has 7 levels, which are arranged in a hierarchy, that is, until we satisfy the lowest level, the rest will not be relevant to us, and, in principle, cannot be achieved.

This is a classification of the basic needs of each person, which depend on his lifestyle and value system, because for someone it may seem that only the realization of the most basic needs of the lower level is sufficient, and the person will not have the need to move on. And someone tries to reach the top and does not stop, gradually stepping over each step.

Maslow's pyramid

To begin with, to make it clearer, I will provide you with a drawing for study, in which you will clearly see each step that a person strives to step over in order to achieve his goals:

Classification

1.Physiology

First of all, every person has a need for food, water, health and sex. Without their satisfaction, the life of absolutely any creature on the planet is simply impossible. And even more so the implementation of other goals. After all, when thirsty or hungry, a person does not have thoughts about recognition among other people or about going to the theater, and especially not about searching for his own meaning in life. Have you ever had a time when you were so hungry that nothing was of value or interest? By the way, it happens that simply the philosophy of the future changes.

For example, when a person is constantly undernourished, all his resources and energy are aimed only at satisfying his hunger, then he has fantasies that if he got to a place where there is always food, then he would be the happiest person . But then, if suddenly this happens, then he has another need that he strives to realize, and so constantly, having achieved something, other goals appear that we are trying to conquer.

You can learn more about the physiological needs of a person.

2.Safety

When we are full and not thirsty, the issue of safety becomes relevant. That is, about comfort, is there somewhere to sleep, so that it is warm and cozy. And each person has his own idea of ​​comfort and confidence in the future. After all, for some it is enough to have at least some kind of roof over their heads, but for others it is also necessary to install security, for greater peace of mind.

When there is a space in which we can relax and exhale, then we can realize our other desires without getting stuck in feelings of anxiety and anticipation of danger. For example, the same babies, having just satisfied their hunger, already need an adult and his protection. To be held in their arms, rocked, and only when they feel that they are safe and not alone, they relax and fall asleep.

3.Love and belonging

A very important aspect when there is a desire to communicate, meet new people, feel interest in yourself and experience it in relation to others. It is important to show and receive love, to take care of your partner and feel his attention and support. We are social creatures, and without a sense of belonging, it is very difficult to survive. This could be a family, an interest group, a professional community. It gives us a resource when we know where we came from and who we can rely on.

It is difficult to survive alone in the world, but when there is an understanding that I belong to some part of society, it becomes much easier. It's like the roots of a tree. For example, has it ever happened to you when you met your fellow countryman in another country or city and felt unspeakable joy, as if you had known him all your life?

4.Recognition

It is precisely when we discover our belonging that the question of recognition arises. For example, in a professional circle, when they call me a colleague, it means that I am recognized. And then you want them to respect you, to notice your talents and skills, to appreciate you as a professional. And the more this desire, the more ambition a person has, he feels self-confident and achieves success.

It is important to notice this desire in ourselves, because it happens that we push the need for recognition somewhere deep into ourselves for various reasons, for example, believing that it is shameful or scary to be active and bright. And then this unfulfilled desire to be recognized turns into self-destruction when depression or withdrawal into some type of addiction occurs. After all, there is a lot of energy in it that stops and is not realized, and, not finding a way out, simply destroys the personality and health.

You can learn more about human social needs.

5.Self-realization

It becomes important to reach heights, realize potential and develop your spiritual level. The hierarchy of aspirations reaches the point where it is simply professional activity does not satisfy, I would like to add some creativity. For example, going to the theater, traveling, dancing... At this stage, a person asks himself a question about the meaning of his existence and, in general, about the meaning of being. A lot of interest arises in the surrounding reality, in the quality of one’s life. It is during this period that a reassessment of values ​​and beliefs occurs.

This is a shortened version of the classification, when the first 5 steps are the basic needs. The remaining 2 are needed by people for whom self-realization and advancement are very important, when previous desires have mostly found their way out of energy.

6.Aesthetics

A person in search of achieving inner harmony, it is aimed at contemplating this world, its beauty and amazing manifestations. Physical health and endurance of the body becomes important. In this way, harmony in appearance is also achieved. The first positions in the value system are given to art, from which a person receives aesthetic pleasure.

7.Self-actualization

Achieving one’s goals and plans, when a person’s desire to reach heights prevails, and he does not stop there. Constantly strives for improvement and development. Such a person, as they say, has comprehended Zen because he understands the structure of the world, he is conscious and knows why, how and for what he does something, he knows how to recognize his feelings, and accepts others as they are. Such a person finds his way, this is an amazing state when a person’s hobby brings him a good income, because he recognized his natural inclinations and managed to unlock his potential.

Conclusion

Abraham Maslow's theory of the hierarchy of human needs is still relevant today. In addition, it is used not only in psychology, but also in management. Because time passes, technology does not stand still, every day there are some discoveries, and, despite all this, the needs of humanity remain the same, there is only a change in the ways of their implementation.

The article examines human needs in detail using the example of Abraham Maslow's famous pyramid. All stages of the development of needs are described in detail.

Motives are based on needs - states that arise in a person when he needs something necessary for his existence. Thus, needs are the source of the individual’s activity. Man is a desiring creature, and in reality it is hardly possible to imagine a situation where all needs are fully satisfied: as soon as a person acquires something he needed, a new need immediately comes to the fore.

Perhaps the most famous theory of needs in psychology is the concept Abraham Maslow. He not only created a classification of needs, but also assumed that for any person they have a certain hierarchy: there are basic needs, there are higher ones. All people on earth experience needs at all levels, and the following law applies: basic needs are dominant, and higher-level needs can “make themselves known” and become motives for behavior only if the “lower-lying” needs are satisfied.

The famous “Maslow pyramid” looks like this:

As we see, at the base of the pyramid lie the most basic needs - physiological. They are followed by security needs, the satisfaction of which ensures a person’s survival and a sense of permanence and stability of his living conditions. We can say that until all these needs are satisfied, man is a wolf to man: the main motives of behavior are those aimed at survival. When a person receives everything necessary to ensure his physical well-being, he has the opportunity to feel the needs of a higher level: he feels the need to unite with his own kind, the need for belonging and love manifests itself - for other people to recognize him as “one of their own.”

Satisfying the needs of this level gives " green light“Next in the hierarchy are the needs of self-esteem: it is not enough for a person to be well-fed, clothed, protected from external threats and loneliness - he needs to feel “worthy”, to know that he is in some way worthy of respect. Finally, at the very top of the pyramid are the needs for self-actualization, that is, to reveal one’s potential: A. Maslow explained the ego as the need to “become who you are.”

All these needs are assumed to be innate and common to one and all. At the same time, it is obvious that people differ greatly from each other in their motivations. For a variety of reasons, not everyone manages to rise to the very top of the pyramid: many people throughout their lives are not clearly aware of their own need for self-actualization, carried away by the endless satisfaction of needs at lower levels.

Neglect of one’s highest needs nevertheless causes unconscious but significant discomfort: the reason for it is unclear to a person, and yet, no matter how many obvious needs he satisfies, he still lacks something to achieve spiritual harmony.

Thus, the higher a person rises in the hierarchy of his needs, that is, the higher the needs he is aware of and strives to satisfy, the brighter his individuality and truly human qualities manifest themselves, and the stronger his mental health.

We all know examples of violations of the sequence described above in satisfying needs. Probably, if only well-fed, physically healthy, and completely safe people experienced the highest spiritual needs, the very concept of humanity would lose its meaning. Suffice it to recall the besieged Leningrad, where people lived in conditions of severe dissatisfaction with all basic needs - and quite a lot of people! - capable of painting pictures, poems and symphonies, showing constant active care for loved ones and strangers - always to the detriment of their own needs - to make sure: the theory of the hierarchical organization of needs is full of exceptions.

This, however, was also recognized by its creator, noting that there are always people in the world whose ideals are so strong that they are willing to endure hunger, thirst and other hardships, even to the point of being willing to die, in order to preserve these ideals. Maslow believed that, due to certain characteristics of his biography, a person can form his own hierarchy of needs, in which, for example, the desire for self-esteem will be stronger than the need for love and acceptance from other people.

It is also important to clarify that needs are never satisfied according to the “all or nothing” principle: if this were so, then physiological needs would be saturated at some point once and for all, and the person would move to the next level of the pyramid, never returning below. There is no need to prove that this is not the case at all.

Human behavior is always motivated by the needs of the levels: acting under the influence of the desire for self-esteem, we never cease to experience hunger and thirst, the need for security and good attitude from others. Some of our needs are satisfied to a greater extent, some to a lesser extent - in all this complex interweaving lies the motivation as a whole.

Let us consider in detail each of the levels of the pyramid.

Physiological needs

At the lowest level of the pyramid are the needs that ensure the physical survival of the individual. Accordingly, they are the most urgent and have the most powerful motivating force. They must be satisfied at least minimally so that a person has the opportunity to feel the needs of higher levels.

Physiological needs include:

1. food and drink;

2. oxygen;

3. dream;

4. protection from extreme temperatures;

5. physical activity;

6. sensory stimulation.

Unfortunately, the history of the human race is replete with evidence of how people behave in conditions of unsatisfied physiological needs: no matter what millennium is in the yard, always here and there, for one reason or another, someone survives, being deprived of the most necessary things . And for many people, motives related to the satisfaction of basic needs remain the leading ones.

However, we have already mentioned an obvious fact: physiological needs cannot be satisfied once and for all, they motivate our behavior constantly, it’s just that with a timely response to them they do not become dominant: the person slept, ate, and switched to more important matters.

But the influence of physiological needs can always be traced in our behavior - and not only in conditions of a severe crisis, a serious threat to survival. It’s just that the human body always strives to maintain a stable state: constant body temperature, constant content of necessary nutrients and oxygen in the blood, etc. Maintaining this constancy is called homeostasis. This same homeostasis often determines our behavior, while we are looking for some more complex psychological explanations for our own actions.

One typical example is the unsuccessful attempts of many women to lose weight by dieting. Very often events develop according to a well-known scenario: you board the most fashionable and effective diet, diligently follow all the recommendations and pretty soon you begin to enjoy the results: the extra pounds are gone. But for some reason, happiness turns out to be short-lived - the appetite increases even compared to the “pre-diet” one, the desire to eat becomes simply irresistible. And all the lost kilograms come back quite quickly. Scientists believe that every body has its own “balance point” - optimal weight (which women often consider “overweight”). Dieting may cause weight to fall below this equilibrium point, and the body will inevitably strive to return to normal. In this case, a person’s behavior will be determined by the needs of homeostasis - and not at all by “weak will,” “indulging in one’s own weaknesses,” etc.

Another physiological need that strongly influences behavior is the need for sensory stimulation, that is, for sensory sensations. This need for stimuli is expressed very differently among people. Psychologists distinguish two personality types depending on the need for sensations: types “T” and “t”.

People belonging to the T-type need thrills, risks, and strong experiences: these are lovers of extreme attractions and sports, adventurers, strong emotions, who prefer dangers and conflicts to a serene existence. T-type people have a low need for stimulation: they feel comfortable in stable conditions, prefer peace, and are very difficult to tolerate exposure to even mild stimuli.

Most people belong to the “golden mean”, that is, they do not need very strong sensory stimulation, but also do not react painfully to any stimuli from the outside world.

It is especially important to pay attention to the development of children with a pronounced affiliation with one of the extreme types. T-type children require especially careful treatment; it is pointless and harmful to teach them to be “brave”, “courageous”, “more open”. You should avoid noisy, crowded events, any situations rich in stimuli (children's parties with many participants and sometimes quite annoying animators, water parks and amusement parks, all kinds of light and music shows, even “walks” around shopping centers). An obsessive desire to “immerse” such a child “in life” will certainly lead to the rapid development of neurosis.

A competent approach to a T-type child is no less important. Here it is important to identify a risk-taking tendency as early as possible and choose an activity for the child that allows you to direct this tendency in a constructive, and most importantly, safe direction. These can be active sports, theater studios, etc. Under favorable conditions, T-type children show noticeable creative talent, but the lack of proper guidance of their impulses can lead to very undesirable consequences by adolescence: socially deviant behavior, use of psychoactive substances etc.

Security and Protection Needs

The next level of vital (that is, vital, ensuring survival) needs is the needs for safety and protection, the need for:

1. freedom from threat (external negative impact, disease, fear, chaos);

2. stability, organization, order;

3. predictability of events.

We can say that if physiological needs are related to the survival of the organism at any given moment, then security needs ensure the long-term survival of the individual.

Of course, these needs are expressed most noticeably in the most helpless people—primarily very young children. We have already discussed the significance of the fact that after birth the human child is entirely dependent on the adults who care for it. This vulnerability explains the fact that the behavior and development of a young child is largely determined by how fully his needs for protection and safety are met.

This is not just about basic baby care - this care ensures the saturation of physiological needs, but the child needs much more than timely feeding, warmth and physical comfort. Psychologists say that young children are pronounced conformists, that is, adherents of a certain order. They usually perceive changes in the regime and environment negatively, preferring to stick to the usual order of things.

Research shows that adherence to a regimen (not very strict, but still constant) has a beneficial effect on the development and mental state baby: if sleep, feeding, and walks occur “outside the schedule,” then the child develops anxiety, mistrust, and behavioral disorders. His world is unpredictable, that is, one of the basic needs suffers - the need for security, the confidence is not formed that the world is reliable and one can navigate in it and cope with its demands.

The needs of this level also influence the behavior of adults: we strive to have a reliable job with a stable salary, save money “just in case,” insure apartments and health, put strong locks and bars on the windows, and constantly try to make some forecasts for the future. .

According to many scientists, to a large extent, these needs explain the existence of a person’s system of religious or philosophical beliefs: faith in a higher power, to which one can turn for help and protection, also gives a person a stronger sense of safety and security.

Needs for belonging and love

The next level in Maslow's pyramid - the needs of belonging and love - is associated with a person's desire to avoid loneliness and to be accepted into a community of people. Motives of this kind become dominant when the vital needs of the previous two levels are satisfied.

Much of our behavior is determined by these needs: it is vital for us to feel included in relationships between people, to be “one of” - whether we are talking about family, friendly or professional circles, or society as a whole. To a small child love is as necessary as the satisfaction of physiological needs and a sense of security.

The needs of belonging and love are especially pronounced in adolescence: during this period, the motives growing out of these needs become leading. Psychologists talk about typical features of teenage behavior: the main activity at this age is communication with peers, and the search for an authoritative adult (teacher, mentor, leader) is also typical. Teenagers passionately desire to be “like everyone else” (although by “everyone” different children mean different things): hence a strong exposure to fashion, belonging to one or another subculture (this could be rockers, bikers, extreme sports fans, pacifists, or, conversely, nationalist groups and etc.).

If a teenager is interested in some kind of music, the main motive is not so much love for this particular music, but rather belonging to fans of a particular group or singer; if he is involved in some kind of sport (or in general some kind of “extracurricular” activity), then again the focus of his interests is usually not so much the activities as such, but the fact that they are joint, uniting him with other young people.

As we grow older, the needs of belonging and love focus on more selective, but also deeper relationships: they push people to build a family; not the number of connections, but their quality and depth becomes more important. Adults usually do not have as many friends as teenagers, but these are truly close people, connections with whom are very important for mental well-being.

The needs of belonging and acceptance are expressed to varying degrees in different people: Some people strive to maintain a very wide circle of friends even in adulthood; for others, two or three very close attachments are enough. Wanting to study differences in the need to belong, American psychologists Crown and Marlow designed and conducted an interesting experiment.

Using a specially designed test to measure the need for social approval, they divided the subjects into two groups. Then the participants in each group were given the task of putting twelve reels into a box, and they were required to take them strictly one at a time. Subjects were then required to empty the coils from the box and reassemble them. Participants in the experiment with low and average scores on the need for social approval test found this task to be very boring and pointless (which, of course, it was!).

But people with a strong need for approval not only rated this task as interesting and important, but also assured that this experiment allowed them to learn something and would certainly benefit science.

People with a high need for acceptance and social approval are quite recognizable: their conformism, that is, adherence to generally accepted norms, is noticeable both in their behavior and in their willingness to follow the rules - and they do not act forcedly, but with sincere enthusiasm. Often they not only dress and comb their hair “like everyone else,” but they also try to outwardly emphasize their belonging to a certain group. Let’s remember the “uniform” of football fans: scarves and other accessories in “team” colors are not at all evidence of a great love for sports, but a sign of unity, a unifying symbol for all “fans.”

The need for belonging is very actively exploited by advertising creators. A character who is not accepted by society has dandruff and thin hair, bad breath, acne and tooth decay, and is lonely and confused. But as soon as he purchases all the advertised products, he turns into a popular and sociable person, “fresh breath” makes it easier for him to interact with others, and “thick hair” ensures success with the opposite sex. It’s no wonder that commercials are replete with calls like “Join in!”, “Join!”, “Participate!”

In modern life, people are quite disconnected, despite the development of all kinds of virtual means of communication. Today we do not feel like members of the community - in best case scenario, our belonging is limited to a family of three generations, but many are deprived of this. Failure to satisfy the need to belong leads to a variety of psychological disorders. At the same time, people who have experienced a lack of intimacy since childhood often experience a strong fear of it in adulthood. On the one hand, they really need close relationships, on the other hand, they neurotically avoid them for fear of losing their integrity.

A. Maslow identified two possible types of love (meaning by it not only the love between a man and a woman, although, first of all, her, but also other very close ones, intimate relationships- between parents and children, closest friends):

1. Deficit love (D-love) - the desire to make up for the lack of something vital. The source of this kind of love is unmet needs: for protection, self-esteem, acceptance. This is selfish love, motivated by filling internal gaps, forcing a person to only take, but not give. Alas, very often the basis of relationships between people - including long-term ones, for example, marital ones - is precisely deficient love: the participants in such a union can live together all their lives, but in their relationships much is determined by internal hunger. Hence dependence, jealousy, fear of losing and the desire to subjugate, constant attempts to “pull the blanket over yourself,” to suppress and subjugate a partner in order to tie him closer to you.

2. Existential love (B-love) is a feeling based on recognition of the unconditional value of another, not for any of his merits or qualities, but simply because he exists. Of course, existential love also satisfies our needs for acceptance, but it does not have a component of possessiveness, the desire to take away from another what you need yourself. A person who is capable of experiencing existential love does not try to remake, correct, or change a partner, but only encourages the best in him and supports his desire for growth. Maslow described B-love as a healthy, loving relationship between people based on mutual respect, trust and admiration.

Speaking about the possibility of such a complex and rare feeling as existential, that is, not selfish and not possessive love, A. Maslow described it this way: “You can revel in a painting without stealing it from a museum, enjoy a rose without picking it from a bush, admire a baby , without stealing him from his mother, listen to the songs of the nightingale, without putting him in a cage. But in the same way, you can admire and enjoy another person without asserting your dominion over him.”

Self-esteem needs

Although this level is designated as self-esteem needs, A. Maslow distinguished two types of needs here: the need for self-esteem and the need for respect from other people. However, they are highly dependent on each other, and it is sometimes difficult to separate them. Nevertheless, it can be clarified that the first type of needs includes the needs for:

1. feeling of competence;

2. confidence;

3. achievements;

4. independence and freedom in decision making.

5. The second type of needs includes needs for:

6. prestige;

7. recognition;

8. status;

9. reputation;

10. acceptance.

The need for self-esteem is a person’s desire to know that he is capable of coping with the tasks and demands facing him, to experience the feeling that he is a person. The need for respect from others is the desire to be sure that people around us recognize and value what we do.

If these needs are not met, a feeling of inferiority, dependence and weakness arises, and the meaninglessness of one’s own existence. The stronger these experiences, the weaker a person’s ability to actually act effectively is one of many psychological vicious circles that one can fall into due to a deficit in satisfying certain needs.

A very important point: self-esteem is healthy and provides psychological stability only when it is based on real respect from other people, and not flattery, pity, status and position in society.

The attitude of others towards us, although it depends on our qualities and actions, is by no means absolute; too much of it is caused by factors we cannot control. Simply put, this attitude is determined not only (and even not so much) by ourselves, but also by the personal characteristics of other people, stereotypes accepted in society, and a variety of influences from the external situation. Therefore, it is very dangerous to build your self-esteem primarily on the assessment of other people.

The need for respect depends on a person’s age: it is assumed that it is most strongly expressed in young people (who have just formed as individuals, are still in search of their professional niche, are establishing family relationships), and in adulthood it becomes less intense. Psychologists explain this for two reasons.

Firstly, an adult already has a fairly realistic assessment of his true significance and value, based on life experience. Secondly, in most cases, by adulthood, people have already acquired the experience of respect, have some confidence in their abilities and qualities - and therefore the needs of self-esteem, although they do not disappear completely, cease to be dominant: status is more or less approved, knowledge about one’s own capabilities and potential exist, and the way opens for higher needs - the needs for self-actualization (see below).

One of the most common and influential needs at this level is the need for achievement, which is given great importance in Western society. A highly developed need for achievement is considered one of the key factors for success in life.

People with a high need for achievement prefer tasks whose solution requires effort, but it is important that the task is, in principle, solvable, that is, it is not the solution process itself that brings satisfaction, but the achieved result. It is important for these people to be able to independently plan their work, set goals and objectives, and rely on their own strengths when solving them, and not on the instructions of their superiors.

Since the need for achievement relates to the level of self-esteem and respect from other people, the main motive here is not so much the practical result of an activity (for example, material reward), but rather obtaining approval from others. People motivated for success and achievement can work on “sheer enthusiasm”; if only their work is appreciated, they themselves will receive the much-needed recognition.

Motivation for success is closely associated with a strong need for achievement, while people who are less striving for achievement often prefer to act based on the desire to avoid failure.

The characteristics of the need for achievement are laid down in childhood, under the influence of parental attitudes. If parents themselves have this need, they, as a rule, demand independence and initiative from their children. Those who have a weak need for achievement tend to overprotect children, provide them with less freedom, and as a result, children grow up less confident in themselves and their strengths, preferring to rely on leadership and authorities rather than making their own decisions and taking responsibility.

The need for achievement can also be distorted: wanting to receive respect, approval, recognition from others, a person is nevertheless not ready to make efforts to realize these desires. The general race for achievements often “infects” people who do not have the necessary energy and self-confidence. Often people attribute to their achievements what is actually just a game of chance - for example, winning in a game of chance.

This kind of success creates the illusion of increased status and allows a person to feel “wealthy.” So one of the leading motives for gambling behavior is not the thirst for material enrichment, as is commonly thought, nor the desire for risk, but rather the distorted need to be recognized and to earn the respect of others.

Self-actualization needs

Finally, the highest level in the pyramid - self-actualization needs - was defined by Maslow as a person’s desire to become what he can become: “Musicians play music, artists paint, poets write poetry, if in the end they want to be at peace with themselves. People should be who they can become. They must be true to their nature."

One should not think that self-actualization is possible only for artistically gifted people - artists, musicians, etc. Everyone has their own creative and personal potential. Each person has his own calling, and the need for self-actualization means the desire to find this calling within himself and achieve the opportunity to do exactly this, his favorite thing. The paths and forms of self-actualization are very diverse, and it is at this, the highest level of needs, that people’s motivation and behavior are most individual and unique.

Maslow argued that the desire to maximize one's potential is inherent in all people. Nevertheless, there are very, very few people driven by precisely these needs, that is, those whom the scientist called self-actualizing (according to Maslow, who conducted a special study, no more than 1% of the entire population). Why do the needs inherent in the psyche of every person become incentives so rarely?

Maslow pointed out three reasons for this unfavorable situation:

1. Ignorance of one’s capabilities and lack of understanding of the benefits of self-improvement (doubts about one’s own abilities, fear of success).

2. The pressure of social and cultural stereotypes (a person’s potential may run counter to what society as a whole or the immediate environment requires of him: for example, stereotypes of “masculinity” and “femininity” can prevent a boy from becoming a talented dancer or makeup artist, and a girl from achieving success in some “non-female” profession).

3. Counteracting security needs (self-actualization processes sometimes require risky behavior, actions without a guarantee of success, and readiness to gain new experience).

What are people like who are guided in life by the needs of this level? For a detailed acquaintance with the topic, we recommend that you familiarize yourself with the works of A. Maslow himself, who collected many “portraits” of self-actualizing people and described them very vividly.

We will limit ourselves to a brief enumeration of those qualities that are characteristic of these “best representatives” of human society.

1. A better understanding of reality - the ability to see reality as it is, and not as one would like to see it.

2. Acceptance of yourself, other people and nature - freedom from excessive pressure of shame, anxiety, guilt, harmony not only with your soul, but also with your body; the ability to treat other people’s weaknesses with understanding, without the desire to correct or remake them; admiration for nature and understanding of the fact that laws beyond human control operate in it.

3. Spontaneity, simplicity and naturalness - the absence of the desire to produce an effect, to present oneself as someone else and at the same time the readiness to behave in accordance with the demands of the situation, if this is of course necessary.

4. Focused on the problem - commitment to some cause, calling, duty; business is perceived above immediate personal needs.

5. Independence and the need for solitude - the need to communicate with oneself, the ability for creative, constructive solitude.

6. Independence - independence from culture and environment, reliance on internal sources of strength and development, the ability to self-control and lack of exposure to external conditions.

7. Freshness of perception - the ability to notice and appreciate even the most ordinary phenomena, enjoyment of what is given by nature, fate, and other people.

8. Summit experiences - culminating moments of “insight”, a feeling of absolute harmony with the world and nature, going beyond the limits of one’s “I”.

9. Public interest - a feeling of deep closeness, belonging to the human race, compassion and love for all humanity as a whole.

10. Deep interpersonal relationships - the social circle is small, but the relationship with each of the close people is very close, deep and serious.

11. Democratic character - freedom from class, racial, gender, age and other prejudices, willingness to learn from others.

12. Distinguishing between means and ends - the end never justifies the means; commitment to moral and ethical standards (although not necessarily religiosity); the ability to enjoy various activities for the sake of the pleasure of the activity itself (enjoyment of the means), rather than for the sake of achieving the goal (for example, pleasure from physical exercise as such, and not the desire for the goal of “becoming healthy,” etc.).

13. Philosophical sense of humor - pleasure from that humor that causes a smile rather than laughter, not from those jokes that make fun of someone in particular or hit “below the belt,” but rather stupidity and absurdities in human life in general (visual An example is the difference between some of the “momentary” jokes of M. Zadornov and the philosophical humor of M. Zhvanetsky).

14. Creativity - a spontaneous and natural ability to create, similar to a child's; not necessarily creativity in art, but a fresh and free from templates, enthusiastic approach to any business in which a person is engaged.

15. Resistance to culturalization - independence in preserving one’s own values ​​and ideals, disobedience to dogma.

Even this brief description may contribute to the impression that self-actualizing people are some kind of “superman”, soaring alone above a huge gray mass. Maslow repeatedly emphasized that this is not at all true. Yes, in many respects these are exceptional people and form a certain special layer in human society: “These individuals, themselves an elite, also choose an elite as friends, but this is an elite of character, abilities and talent, and not of blood, race, birth, youth, family, age, name, fame or power."

And these people are by no means angels, devoid of all human shortcomings. They can be difficult to communicate with, stubborn, quarrelsome, vain and hot-tempered. To many, they may seem cold and indifferent, and sometimes they actually behave with “surgical coldness,” especially in conflict resolution situations. Like all other people, they suffer from insecurities and doubts, or irritate and offend others.

And yet, they provide clear evidence that the potential for human growth and development is much greater than what most of us are content with.

Theory of human needs - Maslow's Pyramid of Human Needs

There are 5 basic human needs (according to A. Maslow’s theory):

• Physiological needs (food, water, warmth, shelter, sex, sleep, health, cleanliness).
• The need for safety and protection (including stability).
• The need to belong to social group, involvement and support. IN in this case it's about partner, family, friends, intimacy and affection.
• The need for respect and recognition (self-esteem, self-esteem, confidence, prestige, fame, recognition of merit).
• The need for self-expression (realization of one’s abilities and talents).

The pyramid of needs reflects one of the most popular and well-known theories of motivation - the theory of the hierarchy of needs.

Maslow distributed needs as they increase, explaining this construction by the fact that a person cannot experience high-level needs while he needs more primitive things. The basis is physiology (quenching hunger, thirst, sexual need, etc.). A step higher is the need for security, above it is the need for affection and love, as well as to belong to a social group. The next stage is the need for respect and approval, above which Maslow placed cognitive needs (thirst for knowledge, desire to perceive as much information as possible). Next comes the need for aesthetics (the desire to harmonize life, fill it with beauty and art). And finally, the last step of the pyramid, the highest, is the desire to reveal inner potential (this is self-actualization). It is important to note that each of the needs does not have to be satisfied completely - partial saturation is enough to move to the next stage.

As lower-lying needs are satisfied, higher-level needs become more and more relevant, but this does not mean that the place of the previous need is taken by a new one only when the previous one is fully satisfied.

At the base of this pyramid are the so-called basic needs. These are physiological needs and the need for safety.

Physiological: need for food, water, sexual satisfaction, etc. If for some reason it is impossible to satisfy them, a person can no longer think about anything and cannot move on to satisfying other, higher needs in the hierarchy. Probably everyone has experienced the feeling of extreme hunger, which prevents you from doing or even thinking about anything else. V. Frankl described this very eloquently in his book “Saying Yes to Life.” Psychologist in a concentration camp." About how people living in constant fear, anxiety for themselves and their loved ones, could not talk about anything else except food. They talked about food at any time during their vacation, but the work was very hard, they described the dishes that they had once prepared, and talked about the restaurants that they visited. One of the most important needs that guarantees life, the need for food, was not satisfied for them, and therefore declared itself constantly.

When physiological needs are satisfied, a person stops thinking about them, forgets for a while, until the body gives another sign. Then you can switch your attention to satisfying other needs. Of course, we learned to abstain and endure for a while. But only for a while, until the discomfort becomes very strong.

The next level of needs is the need for security.. It is very difficult to realize any of your plans, dreams, work, develop, without feeling safe. If this need is not satisfied, a person organizes all his activities (sometimes neglecting even physiological needs for some time) to make his life safer. A threat to security can be global cataclysms, war, disease, loss of property, housing, as well as the threat of dismissal from work. You can track how, during a period of social instability in the country, the level of general anxiety increases.

To maintain a sense of security, we are looking for any guarantees: insurance, work with a guaranteed social package, a car with modern technologies that provide passenger protection, we study the legislation, hoping to receive protection from the state, etc.

The third and fourth stages belong to the zone of psychological needs. If we are not bothered by unsatisfied basic needs, or simply put, if we are not hungry, thirsty, sick, not in a war zone, and we have a roof over our heads, we strive to satisfy psychological needs. These include: a sense of significance, belonging to a particular social system(family, community, team, social connections, communication, affection, etc.), the need for respect, for love. We create systems for this, communities without which we cannot survive. We strive for love, respect, friendship, we strive to be members of a group, a team.

When these needs are not met, we acutely experience the absence of friends, family, partner, and children. What we want most of all is to be accepted, heard, understood. We are looking for how to fulfill such a need, sometimes neglecting basic needs, so great is the torment of experiencing loneliness.

Sects often speculate on this need, criminal groups. Teenagers have a particularly strong desire to be in a group. And therefore, a teenager, often without thinking, obeys the rules and laws of the group he strives to join only in order not to be rejected by it.

The next step is the need for recognition, selfexpression, respect for others, recognition of one’s own worth, stable high self-esteem. It is important for us to occupy some significant social position. We want our strengths to be recognized, our competence to be appreciated, our skill to be noticed. This may include the desire to have a good reputation, status, fame and glory, superiority, etc.

And sometimes we ourselves should think about how much these needs are satisfied in our lives, for example, in percentage terms. And, if these numbers are less than the statistical averages cited by A. Maslow (85% physiological, 70% in safety, 50% in love, 40% in respect and 10% in self-actualization), then it’s probably worth thinking about what we can change in our lives.

It is more convenient for us, as sales specialists, to use a different classification, with the help of which we find out what needs potential clients have.

There are several basic needs that every person strives to satisfy throughout life. If one of the desires is satisfied, the person strives to satisfy the next need.

The need for survival. The survival instinct is the most powerful instinct of a human being. Every person wants to save his life, protect his family, friends, and compatriots from danger. Only after receiving a guarantee of survival does a person begin to think about satisfying other desires.

Need for security. Once a person receives guarantees of survival, he begins to think about the safety of every aspect of his life.

Financial security– every person is afraid of poverty and material losses and strives to overcome them. It is expressed in the desire to save and increase wealth.

Emotional safety necessary for a person to feel comfortable.

Physical Security– every person, to a certain level, needs food, warmth, shelter and clothing.

The need for security does not mean that a person needs an armored door. He may well want to purchase high-quality wallpaper that will serve him for a long time.

Need for comfort. As soon as a person reaches a minimum level of security and safety, he begins to strive for comfort. He invests a huge amount of time and money to create a cozy home environment and strives to create comfortable conditions at work. A person strives for comfort in any situation and chooses products that are convenient and easy to use.

Need for image. The client focuses on the attractiveness and prestige of the product.

Need for free time. People want to relax as much as possible and look for any opportunity to stop work and relax. The focus of most people is evenings, weekends and vacations. Activities in free time plays a central role in human behavior and decision making.

Need for love. People have an urgent need to build and maintain love relationship. Everything a person does is aimed either at achieving love or at compensating for a lack of love. An adult personality is formed in the conditions of love received or not received in childhood. The desire to create reliable conditions for love is the main reason for human behavior.

The need for respect. A person strives to earn the respect of other people. The bulk of human activity is aimed at this. Loss of respect can be a significant cause of dissatisfaction, and obtaining a high-ranking position can be a greater incentive than money.

The need for self-realization. The highest desire of a person is the realization of the creative potential of the individual, his talents and abilities. A person's motivation is aimed at achieving whatever they are capable of achieving. Throughout his life, he strives to use the most talents and abilities. The need for self-realization can be stronger than all other motivations.