Need, want and demand. What is the difference between need and need? New effect or cost elements - on the other

Earlier we said that the subject of needs can be the physical (object-oriented needs), social (subject-oriented needs) and cultural (person-oriented needs) aspects of the world. Accordingly, as a result of satisfaction of needs, certain bodily (physiological), social and personal changes occur. These changes can be reflected in consciousness (for example, a change in the state of consciousness when taking psychoactive substances or the joy of achieving a high social status) or proceed without the participation of consciousness (keeping the sclera of the eye moist). Needs can be satisfied both passively (for example, when the temperature drops, the blood capillaries in the skin narrow) and actively (moving to a warmer place). Moreover, the active form of satisfaction can be instinctive or active form.

It should be noted that a person's way of actively implementing any need is of a sociocultural nature. For example, a person does not tear a raw piece of meat with his hands, but prepares a steak from it, which he eats with a knife and fork. The basic specificity of human needs (compared to representatives of the animal world) is as follows:

• 1) a person is able to produce new items to meet his needs (for example, to invent synthetic fibers);
• 2) at a certain stage of his development, he acquires the possibility of arbitrary regulation of needs (for example, he can go on a hunger strike in protest);
• 3) new needs are constantly formed in its activities;
• 4) a person is included in the dynamics of objectification and deobjectification of his existing needs, i.e. can change (including consciously choose) the objects of needs.

From the point of view of adequate satisfaction of the need, the processes of their objectification And deobjectification. In the act of objectifying a need, a motive is born. The essence of the process of objectification of needs is the meeting of a living being with the world, when the internal readiness for action acquires a specific direction - it becomes an activity. Activity is always motivated, i.e. determined by the motive - the subject to which it is directed. The possibility of the opposite process - disobjectification of needs - provides flexibility and variability of behavior both with changes in the external world (environment of animals or human life conditions), and in connection with changes in the subject himself, which is especially important for the life of the individual.

Instinctive satisfaction of needs

From the point of view of evolution, the most significant needs have acquired fixed ways of satisfaction in phylogenesis. Need-satisfying behavior that is carried out on the basis of innate programs is called instinctive behaviour. Instinctive satisfaction of needs is homeostatic in nature. The principle of homeostasis is chronologically the first explanatory principle of the mechanism of action of need. It consists in affirming the body's tendency to maintain a constant optimal for a representative of this type of internal state of the body. In homeostatic concepts, the need is thought of as a stress that the body seeks to minimize.

The realization of an instinct is a chain of fixed actions that is initiated by innate and specific to a given animal species. signal stimulus, those. some aspect of the environment (color, size, smell, etc.), and not a holistic object. For example, in the male of a small fish - three-spined smelt - during the mating season, the abdomen becomes bright red. The red spot on the abdomen of the fish acts as a signal stimulus that triggers instinctive territorial defense behavior in other males. During the breeding season, male smelt will make formidable attacks even on a rough model with a red spot, while maintaining complete indifference towards the male of his species, in which the redness will be masked.

The classical concept of instinctive behavior was formulated by K. Lorentz and N. Tinbergen, who were awarded the Nobel Prize in Medicine in 1973. Scientists argued that both internal and environmental factors are important for the realization of instinct. The model proposed by Lorentz and Tinbergen is called hydromechanical model of motivation (Fig. 4.2).

Instinctive behavior of a certain type may be initiated under various conditions. Firstly, such a large amount of "energy" of instinct can accumulate in the "reservoir" that behavior begins to unfold without the influence of external stimuli. Thus, hunger forces the animal to seek food, even when nothing in the external environment reminds of it; and some birds perform highly elaborate mating dances in the absence of a potential mate, simply because "the time has come."

Rice. 4.2.

1 - a reservoir in which the "energy" of activation is accumulated, which is different for each need. The accumulation of energy is associated with the physiological state of the organism; 2 - external signal stimuli ("weights"); 3, 3", 3" - options for the intensity of the implementation of instinctive behavior; 4 - threshold for triggering instinctive behavior

Secondly, a sufficiently high degree of activation lowers the threshold for triggering instinctive behavior, and a signal stimulus of low intensity is triggered. A striking example of such a mechanism is salmon migration (A. Hasler, 1960). Pacific salmon are born in the streams of the western United States and Canada. Then the fry, along with the current, go to the Pacific Ocean. Two years later, when the required level of sex hormones accumulates in their bodies, salmon rush back to their birthplace. The implementation of the sexual instinct of salmon includes an orientation to the minimum concentration of chemicals in the native stream, which gives them the opportunity to accurately choose the direction and go to spawn where they need to. Fish that have not reached sexual maturity remain indifferent to this kind of signal stimuli, while mature fish show fantastic sensitivity: literally a drop of native water is enough to trigger instinctive behavior.

Rice. 4.3.

With instinctive motivation, the process of objectifying a need often has the character imprinting, those. instantaneous and irreversible finding by the need of its object. The discovery of the phenomenon of imprinting belongs to Douglas Spolding (D. Spolding, 1875), who, observing the development of chickens hatched from eggs, found that in the first days after birth, chickens follow any moving object. They seem to "consider" him their mother and subsequently demonstrate affection for him. However, Spaulding's observations were not appreciated during his lifetime and became widely known only in the 1950s.

K. Lorentz repeated and significantly expanded Spaulding's data. He believed that the phenomenon of imprinting is possible only at a strictly defined stage of development of the organism ( sensitive periods ). The chick shows a pronounced following reaction (mother imprinting) only in the period of 5–25 hours after hatching from the egg. After the end of this period, when a similar object approaches, he is more likely to show a reaction of fear. The presence of sensitive periods for the instinctive objectification of needs is biologically expedient. Indeed, the creature that the cub sees immediately after birth is most likely to be its mother, and the one who comes later can be a dangerous predator. In turn, the mother also observes the imprinting of her cub. So, goats have a special sensitivity to the smell of a cub, which quickly disappears. If a goat is replaced during this sensitive period, then, according to the data of P. Klopfer and J. Gamble, the goat will perceive him as his own, and turn away his own cub (P. Klopfer, J. Gamble, 1966).

The question of the presence of instinctive behavior in humans is still debatable. There is evidence that phenomena similar to imprinting in animals are also observed in humans. The term " bonding " is used to refer to the process of the emergence of emotional attachment between parents and a newborn, which is formed in the first hours and days after birth. For example, fathers who were present at the birth of their children and had the opportunity to communicate with them in the first hours of life subsequently showed much more love and participation An alternative interpretation of these results is that such men were generally more interested in fatherhood and that this influenced their attitude towards children.

Another study showed that mothers who were in the same room with an infant for three days after giving birth, even after several years, showed significantly higher attachment to their children than those to whom infants were brought only for feeding. There is also evidence that people who have spent childhood together have no sexual attraction to each other. This fact is associated with the operation of a mechanism similar to inbreeding imprinting in animals: since inbreeding is evolutionarily dangerous, animals avoid their family counterparts when pairing, imprinting them in the early period of life.

Despite the important role of instinctive behavior for biological evolution, it is obvious that at the human level, acquired forms of satisfaction of needs during their lifetime play an incomparably greater role than innate ones. This is especially significant in the process of deobjectification of needs, i.e. when a need changes its object. As already mentioned above, the classical idea of ​​instinct includes the idea of irreversible nature imprinting - the formation of a rigid motivational connection with the object. Although outwardly similar phenomena can be observed in human behavior (some men, for example, fall in love only with blondes), in fact, one can speak of “instincts” in a person only in a metaphorical sense: human activity is motivated not by isolated characteristics of the environment, but by a holistic picture of the world , which has semantic and value dimensions.

Activity satisfaction of needs

In human life, the instinctive way of satisfying needs (if it exists at all) is a vestige rather than a predominant form. A person is included in a constant chain of activity in which he not only satisfies his needs, but also creates new ones. We can say that a person acts as a "producer" of his motives. A person sets goals (conscious ideas about the required future) and is guided by them no less than by the current situation.

One of the ways to generate new motives in activity is the mechanism shifting the motive to the goal, described by A. N. Leontiev. In this case, a new motive arises from the goal of an action that was previously a component of another activity. Let us explain the operation of this mechanism with an example. A student goes to a lecture by a new teacher, attracted by the intriguing title of his course. She is driven by cognitive motivation, as well as the achievement motive, as she wants to master everything necessary for her future profession in the best possible way. These two motives inherent in our heroine were embodied in action - going to a lecture. But when she enters the classroom, she discovers that the new teacher is a very attractive young man. From that day on, she does not miss a single one of his lectures, and even those that are read at other faculties and are not included in her curriculum; the teacher acquires a motivating force for her in itself, as a person of interest to her. There was a shift of the motive to the goal, i.e. what at first was for the student the goal of a specific action (listening to a course) within the framework of a higher-level activity (learning and mastering a profession), has now turned into an independent motive (to see this person). Using this example, it is convenient to explain another important division in the activity approach into external And domestic activity motives: internal motives are those that coincide in content with the activity being performed, and external motives are those that go beyond its scope. In our case, the internal motives of the student remain the motives of learning and achievement (after all, the girl has not ceased to be interested in her profession and has not become less inquisitive), coinciding with what she actually does (goes to college and attends lectures). The external motive for her was the attractiveness of the teacher. At first glance, this motive has nothing to do with learning activity, but in fact it additionally encourages and supports it.

Unfortunately, sometimes training programs are developed and applied without sufficient analysis and planning, and training is introduced only because everyone else does it, and in doing so imitates firms using some special programs. They are copied as if they were the latest fashion statement, without anglicizing whether such a style really suits the needs of a particular case. "

In some branches of the electrical industry, they are further divided into sub-sectors. Signs of the formation of sub-sectors are mainly constructive, dimensional and dimensional in nature (dimensions, power, voltage, current strength, principle of operation) and thus differ from the signs of the formation of an industry. An indispensable feature of the sub-sector is the presence of its own production base, which provides the ability to meet a certain national economic need with a specific type of electrical product.

The proposed methodology makes it possible not only to plan the values ​​of individual indicators, but also allows you to hone the economic strategy of the university, i.e. combine its development and implementation within the framework of one dynamic process - an optimization model. It is only an element of strategic planning, but by no means its substitute, its use must be adapted to the conditions and needs of a particular university.

The main goal of an integrated approach to planning the reproduction of light industry goods is the constant resumption of production of competitive products to meet the needs of a particular market with lower total costs per unit of useful effect compared to the best similar products in this market.

AIS is created to meet the information needs of a particular user, and he is directly involved in its work. The functioning of AIS in this case means the solution of tasks by the user based on information software, which are created by designers and other specialists at the stages of designing and preparing the process of automating information processing.

Today, banks do not have a very good idea of ​​what they will need tomorrow, and if they do, they cannot clearly formulate and state their requirements in the field of AIT to development firms. First of all, this refers to the insufficient development of banking and the lack of competent task definitions. Replicated (standard) ABS differ significantly from custom-made (individual) in terms of manufacturing and implementation technology. If custom development is adjusted immediately in accordance with the current needs of a particular bank, then the replicated one changes when new needs become massive and appear in many banks. Thus, the ABS market satisfies the new needs of banks with a significant shift in time, which will consist of the time for comprehending and formalizing new bank problems, and then creating systems by ABS developers for designing, programming and complex debugging of the entire system as a whole.

This predetermines the main legal feature of the tax - the unilateral nature of its establishment. Since the tax is levied in order to cover public needs that are separate from the individual needs of a particular taxpayer, the tax is individually gratuitous. The payment of a tax by a taxpayer does not give rise to a counter obligation of the state to do something in favor of a particular taxpayer.

Miscellaneous income. With this form, the freedom of local authorities is quite insignificant, because in this case the amounts of collected tax revenues are divided between the budgets of different levels. The procedure and conditions for this division are established by the central government, either according to the needs of specific regions, or according to certain standards (population, tax revenues, etc.).

When drilling wells and maintaining fixed assets in working condition in the process of oil and gas production, specific types of materials of a certain quality, size, type and range are used, corresponding to technical projects and technological schemes. Determining the specific need for material resources is achieved by specifying the allocated funds in an enlarged nomenclature. The preparation of the specified applications starts from the moment the advance and final funds are received. This work is carried out by the departments for the implementation of UPTOK according to the fixed nomenclature in close cooperation with the production departments (drilling, production, etc.) of the association, with the involvement, if necessary, of employees of enterprises and production units of the association. Drawing up detailed applications is the most critical stage in logistics planning. Specifications drawn up taking into account the consumption of specific sizes of materials corresponding to technological processes already at the planning stage of material support, predetermine the rational use of materials for their intended purpose, as well as savings in the production process, on the one hand, and ensure the systematic loading of the production capacities of manufacturing enterprises of individual types of products - on the other. When drawing up specified applications, technical projects for the construction of wells commissioned from drilling in the planned year, as well as other design and technical documentation, are taken as a basis. To complete equipment and materials for objects under construction and reconstruction, for example, working drawings and specifications for them are used. As a rule, applications for equipment and materials for the completion of facilities under construction, which are the customer's supply, are drawn up only in a specified form, which is reflected in the personal accounts for the completion of each facility, and a separate document in the form of a specified application is not drawn up. An illustration of the specified application for a complete set of objects under construction is given in Table. 3. For materials consumed in the main production, a specification is drawn up in the form approved by the USSR Gossnab. The specification deciphers the needs of a particular type of material in terms of sizes, grades and other indicators necessary to complete the production program. On the basis of specified requests, economic ties and relationships with suppliers and consumers are built. When compiling a specified need - ordering a specification, varieties are specified,

Account parameters can be used in calculations, when generating output forms. To use account parameters in calculations, the user must independently describe the algorithms for these calculations. This usually requires considerable knowledge about the capabilities of the system itself and certain programming skills in the language built into it. Thus, account parameters are a mechanism for flexible adaptation of the information model of the accounting automation system to the needs of a particular user.

The variety of software products on the market designed to solve accounting problems naturally raises the question of the effective choice of software for AIS-BU. The task of choosing is complicated by significant differences in the concepts of building software tools, their functional completeness, the order of adaptation to the needs of specific users, the possibility of using it on various software and hardware platforms, cost, etc.

The circulation computer program should be considered both as a ready-made solution that offers a specific accounting methodology, and as a tool that can be adapted to the specific needs of specific users. The accounting software offered on the market usually allows, with varying degrees of completeness, to solve the most typical tasks of financial accounting and reporting. However, the regulatory framework for accounting is constantly changing, which requires either a transition to new versions of programs, or their adjustment by the user himself to the changed conditions.

A number of publications are intended for specialists who administer computer accounting systems and adapt them to the needs of specific enterprises. The firm 1 is especially active in publishing such publications. They summarize the experience of creating and maintaining configurations of the 1C Enterprise system developed by the company 1, its partners and end-users.

The implementation of commercial transactions and operations involves the development of certain principles and rules for the application of new methods of work in the market. The manufacturer needs to determine in advance the market opportunities for the range of specific types of products. At the same time, the manufacturer cannot be limited to the research and development of today. He must see the future and orient research and development towards the most promising areas of development of science and technology and himself dictate (offer) to consumers the most promising types of products. Practice shows that if marketing activity is limited to the tasks of solving the current market demand, then it essentially loses its advantages. Its main purpose is to study trends and opportunities for the development of consumer needs and to play a decisive role in the formation of these needs, specific market demand.

The book brought to your attention highlights one of the fundamental aspects of marketing activities - the process of segmentation. In the scientific literature, quite a lot of attention is paid to this issue, since all marketing activities are based on knowledge of the needs of specific consumer groups. Segmentation allows you to identify the various needs of customers, group them according to the degree of similarity and adapt the marketing activities of the manufacturer to the requirements. However, in practice, the segmentation process seems to be something out of touch with reality, some kind of abstract and abstruse action. Manufacturers find it difficult to group customers on a basis other than the purchased product, believing that a departure from the traditional method will lead to an undesirable change in the entire activity of the organization. It is characteristic that the indicated limitations are characteristic not only of Russian manufacturers; the geographical location of the enterprise, as the authors note, does not play a role in this case. The complexity of the process of dividing an initially homogeneous group of consumers is obvious, as, however, are the advantages that a company derives from a well-executed segmentation. The authors of the proposed publication are well versed in the practical side of the issue, therefore, they focus on the phased implementation of the segmentation process. The book offers many forms, the completion of which will allow practitioners to consistently go through all the stages, logically substantiating decisions made on customer segmentation.

Segment marketing has a number of advantages over mass marketing. A company practicing marketing aimed at meeting the needs of a specific target segment has the opportunity to make a more reasonable offer of goods / services at an affordable price, making it easier for itself to choose distribution channels and means of communication. Finally, in a separate market segment, the company has fewer competitors.

Consider moving from a product orientation to a market orientation. Many companies consist of product divisions, each of which operates in several markets. To be market-oriented means to create an organization that will address the needs of specific markets, coordinate planning and provide segments with all the necessary products.

At the same time, a simplified understanding of the term quality has developed in Russia, which means compliance with some standards or the presence of a certified quality system according to ISO 9000. Thus, the simplest equation "compliance with standards = quality" is the native brainchild of a planned economy. A market economy requires a focus not only on compliance with norms and standards, but on the most complete satisfaction of the needs of a particular consumer and society as a whole. At the same time, the presence of a certified quality system does not guarantee immediate success in the market, but is only one of the elements of competition.

The extent to which this index corresponds to the needs of a particular person mainly depends on the proximity of his purchases to the set that was used to calculate

The need of a particular program for investments in related

Since the cost in use is related to the needs of a particular

For a full selection of software tools and the use of database design technologies that are adequate to the needs of a particular development, a deep analysis and classification of available design tools are required.

This military system in the Gulf zone itself or on its outskirts is designed to establish US imperialism's military-political control over the oil-exporting countries and to create here a US military foothold for anti-Soviet purposes. Characteristically, at the same time, American politicians avoid deciphering the concepts of what is permitted and what is not permitted in the actions of oil-producing countries. This, obviously, should give the policy of military pressure greater flexibility and adapt it to the needs of a specific situation. In the early 1980s, the introduction of a new oil embargo on oil supplies to the United States, as well as a sharp reduction in oil production in producing countries and disruption of communication lines through which Middle Eastern oil is supplied to developed capitalist countries, were called absolutely unacceptable. At the same time, American leaders

placed on this market. Competitiveness determines the ability of an object

To withstand competition in comparison with similar objects in this market. On

An object may be competitive in one market, but not in another. Competitive

Property can be considered in relation to such objects as normative acts,

Scientific and methodological documents, design documentation, technology,

Production, manufactured products (service performed), real estate, employee,

Information, company, region, industry, any area of ​​the macro environment, the country as a whole.

The competitiveness of an information system is the ability of information

One system to compete with other similar systems in terms of storage,

Processing, transformation, transmission, updating of information, have a system,

Complexity, reliability, adaptability, accessibility.

"MANAGEMENT DECISIONS"

Competitiveness of production - the ability of production as a complex

An open organizational and economic system to produce a competitive product

induction, to have commercial success in a competitive environment, necessary for further

Its development and functioning. Production requirements: the use of progressive

Active technologies, modern management methods; timely update

Funds; ensuring production flexibility, proportionality, parallelism, non-

Discontinuity, straightness, rhythm of processes.

Competitiveness of technology - the ability of this technology to compete

To dig with other similar technologies, have no analogues, have the ability to

Stew to produce high-quality and economical products using this technology in accordance with

Compliance with design and technological documentation without reducing the quality of the "input"

Systems. Technology requirements: mobility, optimal level of automation

processes, minimal wastage of resources.

Competitiveness of the firm - the ability of the firm to produce competitive

Own products, the advantage of the firm in relation to other firms in the industry

Within the country and beyond. C.f. can only be assessed within a group of firms,

Relating to the same industry, or firms producing similar goods (services).

Evaluation of the degree of K.f. consists, first of all, in the choice of basic objects for comparison

in choosing a leader firm, which should have the following parameters:

the commensurability of the characteristics of the products produced by the identity of

the needs satisfied with its help;

commensurability of market segments for which the produced product is intended

induction;

the commensurability of the phase of the life cycle in which the firm operates.

Competition - competitiveness, rivalry, intense struggle of legal

Or individuals for the buyer, for their survival in the face of a tough law

Competition as an objective process of "washing out" low-quality goods within the framework of

Antimonopoly legislation, compliance with the Law "On Protection of Consumer Rights".

Control - the function of management to account for the consumption of resources and ensure

completion of plans, programs, assignments for the implementation of management decisions.

Concept - a set of fundamental ideas, principles, rules, disclosed

The essence and interrelationships of a given phenomenon or system, and allowing to determine

The system of indicators, factors and conditions conducive to solving the problem is formed by

Development of the company's strategy, the establishment of rules for the behavior of the individual.

The acceptance criterion for a managerial decision is predetermined parameters

The parameters that a management decision must satisfy in order to be accepted.

Student's criterion is a mathematical criterion that characterizes the essential

The nature of the factors included in the model. Used to select a model. For the final

Model, its value must be greater than two (with a probability equal to 0.95).

Fisher's criterion is a mathematical criterion that characterizes the significance

Regression equations. Used to select a model. The value is determined by the statistic

static tables depending on the size of the matrix and probability.

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"MANAGEMENT DECISIONS"

The critical path is the longest sequence of events in the execution of

Research project.

Marketing approach to management - an approach that provides orientation

Tsyu control subsystem in solving any problems for the consumer. Priorities

The choice of marketing criteria: 1) improving the quality of the object in accordance with the needs

Consumers; 2) saving resources from consumers by improving quality; 3) eco-

The number of resources in production due to the scale factor of production, scientific and technical

Czech progress, application of the management system.

Managers are people who make their living from their

Professionalism in a tense, ever-changing and unforgiving environment

Ruzheniya.

Management is an interdisciplinary science based on the study of influence

Technical, economic, organizational, environmental, psychological, social

Alny and other aspects on the efficiency of resource use and competitive

The nature of the decision being made. Management is a type of professional activity

People to organize the achievement of a system of goals adopted and implemented using

The title of scientific approaches, the concept of marketing and the human factor.

The balance method is a method that allows a manager, a specialist

Stu balance comparisons, linkages. For example, the following are compared: income and expenditure, for

spending and profit.

The index method is a forecasting method based on the reduction of values

Indicators of the object in the present to the future moment with the help of indices characterizing

Foreseeing a change in the future of any conditions in comparison with the present conditions.

The chain substitution method is a method that is used to calculate the influence

Nation of individual factors to the corresponding aggregate indicator or function by

Sequential substitution of the actual value of the analyzed factor with

keeping other factors at the same (planned) level.

Parametric methods - methods for predicting the elements of useful

Fact, costs and others, based on the establishment of dependencies between parameters

Object and organizational and technical level of production, on the one hand, and useful

New effect or cost elements - on the other.

Methods economic and mathematical - methods of analysis and optimization, which

are used to select the best, optimal options that determine the economic

decisions in the current or planned economic conditions.

Expert methods - methods of forecasting, consisting in the development

The collective opinion of a group of experts in the field.

Extrapolation methods are methods based on predicting behavior or

The development of objects in the future according to the trends (trends) of its behavior in the past.

Modeling is logical - the identification of horizontal and vertical applications

Orderly and investigative links between the main factors characterizing the managerial

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"MANAGEMENT DECISIONS"

Skye, economic, social or other processes, in order to reproduce the process

Sov in the analysis, forecasting and evaluation of the parameters of objects.

Economic and mathematical modeling - a description of the processes of mathematical

Using methods for the purpose of experimental verification of parameters, processes and mutual

The actions of the elements of the facility, saving resources and improving the quality of managerial

Solutions.

Motivation is a function of management, the process of encouraging oneself and others to act.

To achieve the goals of the company and personal goals.

Research work, development - work of a scientific nature,

Motivation is the process of determining the needs and motives for the actions of employees and creating conditions for meeting these needs. The generally accepted hierarchy of human needs according to A. Maslow reflects their quantitative decrease from simple physiological to complex spiritual ones.

A) 15 statements are evaluated in pairs, compared with each other. Let us determine the degree of satisfaction of each need, comparing each one in turn with the subsequent ones. That is, first we compare the first need with the 2nd one and write down the more preferable option for ourselves in column 1 (line 1), then we compare 1 need with the 3rd one and write down the more preferable option in column 1 (line 2), then we compare 1 need from the 4th and write the preferred option in column 1 (line 3), etc. until the 1st column is filled. Column 1 will contain numbers: either 1 or the number of the preferred need being compared. After that, we proceed to compare need 2 with all the other next needs (3rd, 4th, etc.) and fill in column 2. After that, we compare the 3rd need with all subsequent ones (4th, 5th, and etc.), filling in column 3.

Similarly, we will work with all the needs of the table and fill in all 15 columns. For a more effective comparison, we put the phrase before the comparison: “I want more ... (need 1, etc.) than ... (comparable need)”.

Needs:

• 1. Achieve recognition and respect.
• 2. Have warm relationships with people.
• 3. Secure your future.
• 4. Earn a living.
• 5. Have good conversationalists
• 6. Strengthen your position.
• 7. Develop your strengths and abilities.
• 8. Provide yourself with material comfort.
• 9. Raise the level of skill and competence.
• 10. Avoid trouble.
• 11. Strive for the new and the unknown.
• 12. Secure yourself a position of influence.
• 13. Buy good things.
• 14. Engage in a business that requires full dedication.
• 15. Be understood by others.

Table 1 Comparison of needs

After filling in the table, we will determine how many times we gave preference to each need in the entire table, not taking into account the numbers of the first capital line, i.e. how many times units are found in the entire table (need 1) and is indicated in the final line in column 1; how many times the number 2 occurs in the entire table (need 2) and is indicated in the final line in column 2; how many times the number 3 occurs in the entire table (need 3) and is indicated in the final line in column 3, etc.

The maximum number in the final row of the table can be 14.

Let's choose 5 needs that have received the highest value, and arrange them in a hierarchy. These are my main needs, i.e. what I desire the most.

table 2

• B) arrange the needs in accordance with the 5-level hierarchy of needs of A. Maslow.
• 5 - needs for self-expression (self-realization);
• 4 - the need for recognition and respect;
• 3 - social needs (in communication);
• 2 - the need for security;
• 1 - material needs.

Human needs are reflected in Figure 1.

Figure 1 Hierarchy of needs according to A. Maslow

To determine the degree of satisfaction of the 5 main needs, it is necessary to calculate the sum of the figures for the 5 levels, as follows:

• 1) material needs are defined as the sum of the total figures of the columns - item 4 + item 8 + item 13 = 8 + 13 + 2 = 23;
• 2) the need for security - Art. 3 + Art. 6 + Art. 10 = 13 + 7 + 3 = 23;
• 3) social needs - Art. 2 + Art. 5 + Art. 15 = 9 + 3 + 3 = 15;
• 4) the need for recognition - Art. 1 + Art. 9 + Art. 12 = 8 + 7 + 9 = 24;
• 5) the need for self-realization - st.7+st.11+st.14=7+7+4=18.
• 6) calculate the scores for each of the 5 levels.

Figure 2 Demand Satisfaction Schedule

The constructed graph shows 3 satisfaction zones for 5 needs. The sum of points not higher than 14 reflects the satisfaction of this need, from 15 to 27 - partial satisfaction, over 28 - dissatisfaction with the need.

According to this graph, all 5 considered needs have not reached the zone of dissatisfaction, all my needs are in the zone of partial satisfaction, and social needs, according to the graph (Figure 2), are to a greater extent in the zone of satisfaction.

Human needs as a source of his activity

08.04.2015

Snezhana Ivanova

The very needs of a person are the basis for the formation of a motive, which in psychology is considered as the “engine” of a personality ...

Man, like any living being, is programmed by nature to survive, and for this he needs certain conditions and means. If at some point in time these conditions and means are absent, then a state of need arises, which causes the appearance of a selective response of the human body. This selectivity ensures the occurrence of a response to stimuli (or factors) that are currently the most important for normal life, life preservation and further development. The experience by the subject of such a state of need in psychology is called a need.

So, the manifestation of a person's activity, and, accordingly, his life activity and purposeful activity, directly depends on the presence of a certain need (or need), which requires satisfaction. But only a certain system of human needs will determine the purposefulness of his activities, as well as contribute to the development of his personality. The very needs of a person are the basis for the formation of a motive, which in psychology is considered as a kind of “engine” of a personality. and human activity directly depends on organic and cultural needs, and they, in turn, give rise to, which directs the attention of the individual and its activity to various objects and objects of the surrounding world with the aim of their knowledge and subsequent mastery.

Human needs: definition and features

Needs, which are the main source of personality activity, are understood as a special internal (subjective) feeling of a person's need, which determines his dependence on certain conditions and means of existence. The activity itself, aimed at satisfying human needs and regulated by a conscious goal, is called activity. The sources of personality activity as an internal motivating force aimed at satisfying various needs are:

• organic and material needs (food, clothing, protection, etc.);
• spiritual and cultural(cognitive, aesthetic, social).

Human needs are reflected in the most persistent and vital dependencies of the organism and the environment, and the system of human needs is formed under the influence of the following factors: the social conditions of people's lives, the level of development of production and scientific and technological progress. In psychology, needs are studied in three aspects: as an object, as a state, and as a property (a more detailed description of these values ​​is presented in the table).

The Importance of Needs in Psychology

In psychology, the problem of needs has been considered by many scientists, so today there are quite a few different theories that understand needs as needs, as well as the state, and the process of satisfaction. For example, K. K. Platonov I saw in needs, first of all, a need (more precisely, a mental phenomenon of reflecting the needs of an organism or personality), and D. A. Leontiev considered needs through the prism of activity in which it finds its realization (satisfaction). Famous psychologist of the last century Kurt Lewin understood by needs, first of all, a dynamic state that occurs in a person at the moment of the implementation of some action or intention by him.

An analysis of various approaches and theories in the study of this problem allows us to say that in psychology, the need was considered in the following aspects:

• as a need (L.I. Bozhovich, V.I. Kovalev, S.L. Rubinshtein);
• as an object of satisfaction of need (A.N. Leontiev);
• as a necessity (B.I. Dodonov, V.A. Vasilenko);
• as the absence of good (V.S. Magun);
• as an attitude (D.A. Leontiev, M.S. Kagan);
• as a violation of stability (D.A. McClelland, V.L. Ossovsky);
• as a state (K. Levin);
• as a systemic reaction of the personality (E.P. Ilyin).

Human needs in psychology are understood as dynamically active states of the personality, which form the basis of its motivational sphere. And since in the process of human activity, not only the development of the individual takes place, but also changes in the environment, needs play the role of the driving force of its development, and here their subject content is of particular importance, namely the volume of the material and spiritual culture of mankind that affects the formation of needs. people and their satisfaction.

In order to understand the essence of needs as a driving force, it is necessary to take into account a number of important points highlighted E.P. Ilyin. They are as follows:

• the needs of the human body must be separated from the needs of the individual (at the same time, the need, that is, the need of the body, may be unconscious or conscious, but the need of the individual is always conscious);
• a need is always associated with a need, by which it is necessary to understand not a deficit in something, but a desire or a need;
• from personal needs it is impossible to exclude the state of need, which is a signal for choosing a means of satisfying needs;
• the emergence of a need is a mechanism that includes human activity aimed at finding a goal and achieving it as a need to satisfy the need that has arisen.

Needs are passive-active in nature, that is, on the one hand, they are due to the biological nature of a person and the lack of certain conditions, as well as his means of subsistence, and on the other hand, they determine the activity of the subject to overcome the deficit that has arisen. An essential aspect of human needs is their social and personal nature, which finds its manifestation in motives, motivation and, accordingly, in the entire orientation of the individual. Regardless of the type of need and its focus, they all have the following features:

• have their object and are the awareness of need;
• the content of needs depends primarily on the conditions and methods of their satisfaction;
• they are able to reproduce.

In the needs that form human behavior and activity, as well as in production motives, interests, aspirations, desires, inclinations and value orientations, the basis of personality behavior lies.

Types of human needs

Any human need initially represents an organic interweaving of biological, physiological and psychological processes, which determines the presence of many types of needs, which are characterized by strength, frequency of occurrence and ways to satisfy them.

Most often in psychology, the following types of human needs are distinguished:

• isolated according to origin natural(or organic) and cultural needs;
• distinguished by direction material needs and spiritual;
• depending on which area they belong to (fields of activity), they distinguish the needs for communication, work, rest and knowledge (or educational needs);
• according to the object, needs can be biological, material and spiritual (they also distinguish human social needs;
• by their origin, needs can be endogenous(there are waters due to internal factors) and exogenous (caused by external stimuli).

Basic, fundamental (or primary) and secondary needs are also found in the psychological literature.

The greatest attention in psychology is paid to three main types of needs - material, spiritual and social (or public needs), which are described in the table below.

Basic types of human needs

material needs of a person are primary, since they are the basis of his life. Indeed, in order for a person to live, he needs food, clothing and housing, and these needs were formed in the process of phylogenesis. spiritual needs(or ideal) are purely human, as they primarily reflect the level of development of the individual. These include aesthetic, ethical and learning needs.

It should be noted that both organic and spiritual needs are characterized by dynamism and interact with each other, therefore, for the formation and development of spiritual needs, it is necessary to satisfy material needs (for example, if a person does not satisfy the need for food, then he will experience fatigue, lethargy, apathy and drowsiness, that cannot contribute to the emergence of a cognitive need).

Separately, one should consider public needs(or social), which are formed and developed under the influence of society and are a reflection of the social nature of man. Satisfaction of this need is necessary for absolutely every person as a social being and, accordingly, as a person.

Classification of needs

Since psychology became a separate branch of knowledge, many scientists have made a large number of attempts to classify needs. All these classifications are very diverse and basically reflect only one side of the problem. That is why, to date, a unified system of human needs that would meet all the requirements and interests of researchers from various psychological schools and trends has not yet been presented to the scientific community.

• natural desires of a person and necessary (it is impossible to live without them);
• natural desires, but not necessary (if there is no way to satisfy them, then this will not lead to the inevitable death of a person);
• desires that are neither necessary nor natural (for example, the desire for fame).

Informational author P.V. Simonov needs divided into biological, social and ideal, which in turn can be the needs of need (or preservation) and growth (or development). According to P. Simonov, social needs of a person and ideal ones are divided into needs “for oneself” and “for others”.

Quite interesting is the classification of needs proposed by Erich Fromm. A well-known psychoanalyst identified the following specific social needs of a person:

• a person's need for connections (belonging to a group);
• need for self-affirmation (sense of importance);
• the need for affection (the need for warm and reciprocal feelings);
• the need for self-awareness (one's own individuality);
• the need for a system of orientation and objects of worship (belonging to a culture, nation, class, religion, etc.).

But the most popular among all existing classifications was the unique system of human needs of the American psychologist Abraham Maslow (better known as the hierarchy of needs or the pyramid of needs). The representative of the humanistic direction in psychology based his classification on the principle of grouping needs by similarity in a hierarchical sequence - from lower needs to higher ones. A. Maslow's hierarchy of needs is presented in the form of a table for ease of perception.

Hierarchy of needs according to A. Maslow

Main groups	Needs	Description
Additional psychological needs	in self-actualization (self-realization)	maximum realization of all the potentials of a person, his abilities and personality development
	aesthetic	the need for harmony and beauty
	cognitive	the desire to learn and know the surrounding reality
Basic psychological needs	in respect, self respect and appreciation	the need for success, approval, recognition of authority, competence, etc.
	in love and belonging	the need to be in a community, society, to be accepted and recognized
	in safety	the need for protection, stability and security
Physiological Needs	physiological or organic	needs for food, oxygen, drink, sleep, sex drive, etc.

Having proposed their classification of needs, A. Maslow clarified that a person cannot have higher needs (cognitive, aesthetic and the need for self-development), if he has not satisfied the basic (organic) needs.

Formation of human needs

The development of human needs can be analyzed in the context of the socio-historical development of mankind and from the standpoint of ontogenesis. But it should be noted that both in the first and in the second case, material needs will be the initial ones. This is due to the fact that they are the main source of activity of any individual, pushing him to maximum interaction with the environment (both natural and social)

On the basis of material needs, the spiritual needs of a person developed and transformed, for example, the need for knowledge was based on satisfying the needs for food, clothing and housing. As for aesthetic needs, they were also formed due to the development and improvement of the production process and various means of life, which were necessary to provide more comfortable conditions for human life. Thus, the formation of human needs was determined by socio-historical development, during which all human needs developed and differentiated.

As for the development of needs during a person's life path (that is, in ontogenesis), here everything also begins with the satisfaction of natural (organic) needs, which ensure the establishment of relationships between a child and adults. In the process of satisfying basic needs, children develop needs for communication and cognition, on the basis of which other social needs appear. An important influence on the development and formation of needs in childhood is provided by the process of education, through which the correction and replacement of destructive needs is carried out.

Development and formation of human needs according to A.G. Kovalev must obey the following rules:

• needs arise and are strengthened through the practice and systematic consumption (that is, habit formation);
• the development of needs is possible in conditions of expanded reproduction in the presence of various means and ways of satisfying it (the emergence of needs in the process of activity);
• the formation of needs occurs more comfortably if the activity necessary for this does not exhaust the child (lightness, simplicity and a positive emotional mood);
• the development of needs is significantly influenced by the transition from reproductive to creative activity;
• the need will be strengthened if the child sees its significance, both personally and socially (assessment and encouragement).

In addressing the question of the formation of human needs, it is necessary to return to the hierarchy of needs of A. Maslow, who argued that all human needs are given to him in a hierarchical organization at certain levels. Thus, from the moment of his birth, in the process of his growing up and personality development, each person will consistently manifest seven classes (of course, this is ideal) of needs, ranging from the most primitive (physiological) needs and ending with the need for self-actualization (the desire for maximum realization the personality of all its potentialities, the most complete life), and some aspects of this need begin to manifest themselves not earlier than adolescence.

According to A. Maslow, a person's life at a higher level of needs provides him with the greatest biological efficiency and, accordingly, a longer life, better health, better sleep and appetite. Thus, purpose of satisfying needs basic - the desire for the emergence of higher needs in a person (in knowledge, in self-development and self-actualization).

The main ways and means of meeting needs

Satisfaction of human needs is an important condition not only for its comfortable existence, but also for its survival, because if organic needs are not met, a person will die in a biological sense, and if spiritual needs are not satisfied, then a person as a social entity dies. People, satisfying different needs, learn in different ways and learn different means to achieve this goal. Therefore, depending on the environment, conditions and the individual himself, the goal of satisfying needs and the ways to achieve it will differ.

In psychology, the most popular ways and means of satisfying needs are:

• in the mechanism of formation of individual ways for a person to meet their needs(in the process of learning, the formation of various connections between stimuli and subsequent analogy);
• in the process of individualization of ways and means of satisfying basic needs, which act as mechanisms for the development and formation of new needs (the very ways to satisfy needs can turn into themselves, that is, new needs appear);
• in concretizing the ways and means of meeting the needs(there is a consolidation of one method or several, with the help of which the satisfaction of human needs occurs);
• in the process of mentalization of needs(awareness of the content or some aspects of the need);
• in the socialization of ways and means of satisfying needs(they are subordinated to the values ​​of culture and the norms of society).

So, at the heart of any activity and activity of a person there is always some need that finds its manifestation in motives, and it is the needs that are the motivating force that pushes a person to movement and development.