Maslow's pyramid of needs and its application in life. Motivation: a hierarchy of needs 15 high-level human needs

Human motivation

Motivation Is the process of encouraging oneself and others to take action to achieve personal goals and organizational goals. The effectiveness of motivation is associated with a specific situation.

Motivation has been used since ancient times. The carrot and stick method (one of the first methods of motivation) has been used since the dawn of civilization. However, during the F. Taylor period, managers realized that a salary on the verge of starvation was stupid and dangerous. As the well-being of the population improves, the carrot does not always make a person work better.

An important role in this area was played by the works of Z. Freud, who introduced the concept of the unconscious. The scientist put forward the thesis that people do not always act rationally. E. Mayo's experiments revealed a decrease in staff turnover due to an increase in the prestige of the profession, social and group relations.

Of interest from the point of view of identifying motivating factors is the theory of human needs proposed in
40s CC c. A. Maslow (fig.9.1).

Figure: 9.1. Hierarchy of needs according to A. Maslow Human need

Need - this is a physiological and psychological deficiency of something. Needs serve as a motive for action. Maslow said that the next need in the hierarchy is satisfied after the need of the previous level is fully satisfied. Although in life this is not necessary, and a person can seek, for example, satisfaction of the need for status before his need for housing is fully satisfied.

F. Herzberg proposed two groups of factors in the 50s. CC c.

• hygienic (external to work), which relieve job dissatisfaction;
• motivation factors (internal, inherent in work).

The first group includes normal working conditions, adequate wages, and respect from the authorities. These factors do not automatically determine motivation. The second group of factors suggests that each person can work motivated when he sees a goal and considers it possible to achieve it.

The law of result (P. Lawrence and J. Lorsch) asserts that people tend to repeat the behavior that they associate with the result, satisfaction of needs (for example, the past).

D. McClelland identified three needs: power, success, involvement. Success is not just a result, but a process of bringing it to success. Participation is a sense of belonging to something, the possibility of social communication, a sense of social interaction. He believed that at the present time, when all the primary needs have already been satisfied, the listed needs of a higher order are beginning to play a decisive role.

Procedural theories of motivation

Waiting theory V. Vroom... Expectation is the probability of an event occurring according to the assessment of a given person. Reward is anything that a person considers valuable to himself. Internal reward is provided by the work itself, external - by the boss.

Vroom identified three relationships. Labor input is the result. The result is a reward. Valence, that is, value, satisfaction with the reward, since the preferences of different people are different.

M \u003d Z - R * R - B * Valence

Maslow's hierarchy of needs

Maslow believed that human needs are hierarchical:

• Physiological needs;
• The need for safety and security;
• Social needs;
• The need for respect
• The need for self-realization;

Needs form five levels, each of which can serve as a motivation only after satisfying a need that is at a lower level. That is, first of all, a person seeks to satisfy the most important need. Only after the first need is satisfied, a person begins to think about another. Thus, a hungry person will not think about safety or respect or recognition in society until he satisfies his need for food.

Good day! 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 the modern world and allows you to look, from the side of psychology, at your life values.

What are needs?

Needs activate the human body so that it collects all its resources and starts looking for ways to satisfy those needs that are exacerbated. Thanks to the ability to recognize and implement them, we develop, achieve success and live in the end. Abraham Maslow, a psychologist and scientist, once decided to outline the basic needs of a person and structured them, 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, are not available for achievement.

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 sufficient only to realize the most basic needs of the lower level, and a person will not need to move on. And someone tries to reach the peaks and does not stop, gradually stepping over every step.

Maslow pyramid

To begin with, to make it clearer, I will provide you with a drawing for study, in which you will clearly see every step that a person seeks to step over, aimed at achieving 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 thirst or hunger torments, a person does not have thoughts about recognition among other people or about going to the theater, and even less about finding his own meaning in life. Have you ever been so hungry that nothing was of value and interest? By the way, it happens that the philosophy of the future changes.

For example, when a person is constantly malnourished, all his resources and energy are directed only to satisfy hunger, then he has fantasies that if he got to the place where there is always food, he would be the happiest person ... But then, if suddenly this happens, then he has another need that he seeks to realize, and so constantly, achieving 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, it becomes actual question about safety. That is, about comfort, whether there is where to sleep, so that it is warm and cozy. And each person has his own idea of \u200b\u200bcomfort and confidence in the future. After all, it is enough for someone to have at least some kind of roof over their heads, but someone also needs to establish security for greater peace of mind.

When there is a space in which we can relax and breathe out, then we can realize our other desires without getting stuck in the feeling of anxiety and anticipation of danger. For example, the same babies, only after satisfying their hunger, already need an adult, his protection. For him to hold him in his arms, rocking him, and only feeling 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 oneself and experience it in relation to others. It is important to show love and receive it, take care of your partner and feel his attention and support. We are social beings, and without a sense of belonging to something, it is very difficult to survive. This can be a family, an interest group, a professional community. It provides a resource when we know where we came from and who we can rely on.

It is difficult for one in the world to survive, and 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, have you ever 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 just when we discover our belonging, the question of recognition arises. For example, in a professional circle, when they call me a colleague, it means that they recognize me. And then you want to be respected, to notice talents and skills, to be assessed as a professional. And the more this desire, the more ambitions a person has, he feels self-confidence and achieves success.

It is important to notice this desire in ourselves, because it happens that we push the need for recognition somewhere deep in 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 any kind of addiction occurs. After all, there is a lot of energy in it, which stops and is not realized, and, not finding a way out, it simply destroys the personality and health.

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

5 self-realization

It becomes important to reach heights, realize potential and develop your spiritual level. The hierarchy of aspirations reaches the point when simply professional activity does not satisfy, I also want to add a creative one. For example, going to the theater, traveling, dancing ... At this stage, a person asks 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 \u200b\u200band beliefs takes place.

This is an abbreviated 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 the previous desires for the most part found their energy outlet.

6.Aesthetics

A personality 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. Thus, 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 your goals, plans, when the desire to achieve heights prevails in a person, and he does not stop there. Constantly strives for improvement and development. Such a person, as they say, has grasped Zen, because he understands the structure of the world, he is aware 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 amazing state, when a person's hobby brings him a good income, because he recognized his natural inclinations and was able to reveal his potential.

Conclusion

Abraham Maslow's theory of the hierarchy of human needs is relevant to this day. Moreover, it is used not only in psychology, but also in management. Because time passes, technologies do 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.

2. SAFETY AS A FIRST NEED

The concept of safety is associated with the primary sources (basic needs) of human life.

Scientists emphasize that the needs of a higher level arise after the needs of the lower ones are satisfied.

According to Maslow, “human needs are arranged in a hierarchy. In other words, the appearance of one need is usually preceded by the satisfaction of another, more urgent one. Man is an animal constantly experiencing certain desires. "

Higher needs contribute to a more complete satisfaction of the need for security.

The need for security ranks first among those that distinguish a person from the rest of the living world:

1. Physiological needs (satisfying hunger, thirst, procreation ...), 2. The need for security,

3. The need for love and social connections, 4. The need for respect, approval and recognition of society,

5. The need for self-actualization, for the development of personality, incl. spiritual.

Consequently, all other needs that distinguish a person arise only after the satisfaction of the need for security.

A very important remark was made by the “master of psychology” A. Maslow: “Just as a well-fed person does not feel hungry, the one who is safe does not feel a threat ... The need for security is considered as an active and main factor mobilizing the body's resources only in emergencies such as war, illness, natural disasters, increased crime, disorganization of society ... ”.

By the need for security, we must understand the need to maintain and prolong the sustainable satisfaction of lower needs.

This circumstance creates a most dangerous situation today: modern global problems, which have not been introduced to the consciousness of every inhabitant of the Earth, pose a terrible threat in terms of possible consequences - like invisible radiation.

When only particular tasks of ensuring security are constantly in the center of attention, the population of the planet does not realize the entire extremeness of the onset of the era of the global crisis. Higher needs not only arise after satisfying the need for security, but also serve to satisfy it more fully.

Let us explain. Personality, i.e. a human individual with personal characteristics, satisfies his need for security by actions to protect himself from threats detected by him, both instinctive and reasonable. But not only. To improve their security, people unite in communities. It does not require special proof that together it is safer.

So: the desire for unification is laid by the next human need - the need for social connections.

With the unification of people in a community, a new concern arises - ensuring the safety of this community. The challenge of simultaneously ensuring security for both the community and each of its members carries a kernel of contradiction. In a number of critical cases, it is impossible to simultaneously ensure the safety of both. Then a dramatic situation arises - you need to sacrifice either one or the other.

A community turns out to be viable only if the decisive majority of its members are ready to put the interests of the community above the individual ones, otherwise the community will disintegrate or even perish at the first critical situation. selfish interests.

And so: the conflict of individual and public interests is resolved by the next natural need of each person - the need for respect. With its help, a special mechanism for transforming public interests into personal interests arises in the community.

Such a mechanism is the opinion of others, customs and traditions, according to which a member of the community, who took risks with himself and succeeded in acting for the benefit of the community, gains respect and receives certain privileges - which serves his individual, selfish interests.

A developed society has added laws, according to which privileges are approved by the state, to the customs and traditions of respect and privileges for “selfless” citizens. But, as it turns out, the respect of the people around and state structures this mechanism is not sufficient for the reliability of the action. The opinions of others and formal laws must be supported by a certain ideology with the introduction of Faith in certain ideals into the minds of people.

History has shown that religion has proven to be the most effective ideology. Not a single “civil” society built on the best codes of laws is able to fully control the implementation of these laws by its citizens.

The invincible principle "one's own shirt is closer to the body" entails the mind of every member of society to use all kinds of loopholes to satisfy their selfish interests, including against the interests of society. This situation makes any pyramid of public (state) controllers-overseers for the execution of laws ineffective, since each of these overseers is "also a person", guided primarily by his own selfish interests.

Religion, faith in the Almighty, and the morality created by religious canons put the “overseer” in the form of conscience in the head of every believer.

He is responsible for his actions, for their compliance with moral social standards directly before the Almighty, who cannot be deceived. We can say that a believer needs respect not only from people who can be deceived (“not caught is not a thief”). It turns out that the need for respect following the need for social connections, serving to strengthen the unification of people, also "works" for security. Finally, the highest human need - the need for development - also contributes to the fullest satisfaction of the need for security.

Human development allows him to adapt to the natural development of the environment, as part of a constantly changing nature. And the spiritual development inherent only to a person has the ultimate goal of forming in the consciousness of a person "higher", "spiritual" values \u200b\u200b- and these always turn out to be social values. Thus, it turns out that the need for security serves as a “root” from which the rest of the basic needs “grow” and “serve”. Therefore, the need for security deserves to be called not only the first among the basic needs of a person that distinguish him from the rest of the world, but also the root one. Consequently, safety is the primary source of human activity and is the ultimate goal in all spheres of his life. The foregoing also allows us to assert that safety is the primary source of human activity and is the ultimate goal in all spheres of his life.

The need for longevity.

The original, laid down by nature, human life expectancy is shortened by the implementation of threats and dangers from environment.

Therefore, the actual life span, being dependent on the natural species (biological) value, but different from it, characterizes the level of safety. Moreover, for a person, whose life is always inextricably linked with the life of his community, there are three indicators:

· Biological life expectancy of a person in general, · individual life expectancy related to a specific person, · average life expectancy in a given community.

Biological life expectancy serves as a baseline. For nature, which created man and provided for this duration, the performance of certain functions and the reproduction of the human race are important, so that there is someone to perform these functions.

A person must grow to adulthood and produce offspring, and then fulfill his function and raise offspring to adulthood.

After that, nature does not need this individual, since both the functions and reproduction of the genus will be carried out by its descendants. Taking 25 years as the age of a person's adult state, we get 25 + 25 \u003d 50. If we put a margin on the scatter of the received data, then we will roughly get a biological life expectancy of 75-100 years.

"Additional" years can also be considered as the time allotted by nature (and nature?) For the free creative activity of the individual for the benefit of society

A significant part of people do not live to the biological limit.

Their individual life expectancy is shortened by insecurity, which depends primarily on their own behavior in everyday life and in emerging dangerous situations.

Person who disregards principles healthy way life, unable to foresee, avoid dangers, and, if necessary, act rationally, cannot hope for a long life.

However, the level of security of an individual, measured by an individual's life expectancy, depends not only on his behavior, but also on the level of security in a given community.

In general, if we bear in mind the average life expectancy of a person on the planet, the level of human security has been constantly increasing until now.

Safety as a result of life

Security is ensured by: a) protection from immediate threats; b) preventing potential hazards by transforming the environment;

c) the effectiveness of prevention determines the level of safety of the society, the effectiveness of protection allows to realize (or not to realize) the level of safety achieved by the society. Human actions, thanks to his mind, are distinguished by predicting the development of events, assessing the consequences of their actions, analyzing the causes of dangers, and choosing the most effective option for ensuring their safety.

Life activities aimed at ensuring safety are potentially dangerous; Hazards from livelihoods have traditionally been brought to an acceptable level through trial and error.

Axiom: "Human life activity is the ultimate goal of ensuring his fundamental need for safety, however, eliminating or reducing the original hazard (threat), it contributes to the emergence of a new hazard."

Human Needs Theory - 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 security and protection (including stability).
• The need for belonging to a social group, involvement and support. This is about partner, family, friends, intimacy and affection.
• Need for respect and recognition (self-esteem, self-esteem, confidence, prestige, fame, recognition of merit).
• The need for self-expression (realization of their 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's needs are distributed as they grow, explaining this construction by the fact that a person cannot experience high-level needs while he needs more primitive things. At the base is physiology (satisfying hunger, thirst, sexual needs, etc.). A step higher is the need for security, above it is the need for affection and love, as well as for belonging to any social group. The next step is the need for respect and approval, over which Maslow placed cognitive needs (the thirst for knowledge, the desire to perceive as much information as possible). This is followed by 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 striving to reveal the inner potential (it is self-actualization). It is important to note that each of the needs does not have to be fully satisfied - partial saturation is enough to move on to the next step.

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

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

Physiological: the need for food, water, sexual gratification, etc. If for some reason it is impossible to satisfy them, a person can no longer think about anything, cannot move on to satisfying other needs, higher in the hierarchy. Probably, everyone was faced with a feeling of severe hunger, which prevents them from doing or even thinking about anything else. V. Frankl described this very eloquently in the book Saying Yes to Life. Psychologist in a concentration camp. " How people living in constant fear, anxiety for themselves and their loved ones, could not talk about anything other than food. They talked about food at any moment of their rest, and the work was very hard, they described the dishes that they once cooked, talked about the restaurants they visited. One of the most important needs, guaranteeing life, the need for food, was not satisfied with them, and therefore it constantly declared itself.

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

The next step 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 even neglecting physiological needs for a while) in order to make his life safer. Global cataclysms, war, illness, loss of property, housing, as well as the threat of dismissal from work can serve as a threat to security. You can track how during the period of social instability in the country, the level of general anxiety rises.

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, study legislation, hoping to receive protection from the state, etc.

The third and fourth stages are related to the area of \u200b\u200bpsychological needs. If we are not worried about unmet basic needs, or, more simply, if we are not hungry, do not suffer from thirst, disease, are 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 ties, communication, affection, etc.), the need for respect, for love. We create systems for this, communities, without which we cannot survive. We seek love, respect, friendship, we strive to be members of a group, a team.

When these needs are not met, we are acutely concerned about the absence of friends, family, partner, children. Most of all we do not want to be accepted, heard, understood. We are looking for how to fulfill such a need, neglecting, at times, basic needs, so great is the torment of experiencing loneliness.

Sects and criminal groups often speculate on this need. The desire to be in a group among teenagers is especially great. And therefore, a teenager, often without hesitation, obeys the rules and laws of the group, which he strives only in order not to be rejected by it.

The next step is the need for recognition, samovexpressions, respect for others, recognition of their own value, stable high self-esteem. It is important for us to occupy some significant social position. We want to be recognized for our merits, our competence was appreciated, our skill noticed. This includes the desire to have a good reputation, status, fame and glory, superiority, etc.

And we ourselves should sometimes think about how much these needs are satisfied in our life, for example, in percentage terms. And, if these figures are less than the average statistical figures given by A. Maslow (85% physiological, 70% - safe, 50% - in love, 40% - in respect and 10% - in self-actualization), then you should probably think about what we can change in our life.

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

There are several basic needsthat each person seeks 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 in a human being. Every person wants to save his life, to protect his family, friends, compatriots from danger. Only having received a guarantee of survival, a person begins to think about satisfying other desires.

The 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 money and increase wealth.

Emotional security necessary for a person to feel comfortable.

Physical security - each person needs food, warmth, shelter and clothing up to a certain level.

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.

The need for comfort. As soon as a person reaches the 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, strives to create a comfortable working environment. A person strives for comfort in any situation and chooses goods that are convenient and easy to use.

The need for an image. The client is guided by the attractiveness and prestige of the product.

The need for free time. People want to rest as much time as possible and look for every opportunity to stop work and rest. Evenings, weekends and vacations are the focus of the majority of people. Leisure activities play a central role in human behavior and decision making.

Need for love. People have an urgent need to build and maintain loving relationships. Everything that a person does is aimed either at achieving love, or at compensating for the lack of love. An adult personality is formed in the conditions of love received or not received in childhood. The desire to create a secure environment for love is the root cause of human behavior.

The need for respect. A person seeks to earn the respect of others. The main part of human activity is aimed at this. Loss of respect can be a significant cause of dissatisfaction, and getting a high-ranking position can be more incentive than money.

The need for self-realization. The highest desire of a person is the realization of the creative potential of an individual, his talents and abilities. Human motivation is aimed at achieving everything that they are able to achieve. Throughout his life, he strives to use most of his talents and abilities. The need for self-realization can be stronger than all other motivations.

Federal Agency for Higher Education of the Russian Federation

DEPARTMENT OF SOCIAL AND CULTURAL TECHNOLOGIES

abstracton the subject "Man and his needs".

Theme:

« Socio-psychological concept of needs»

Yekaterinburg 2009

P LA N

1. Physiological needs.

2. The need for security.

3. The need for love and belonging to a social group.

3.1. Need for love.

3.2. The need to belong to a social group.

4. List of used literature.

1. Physiological needs

The first, most fundamental layer of basic human needs is physiological needs, the satisfaction of which is necessary to maintain life. By their origin, they are biological in nature, although they are always satisfied with some socially conditioned ways that have developed in a particular culture. Physiological needs are also called primary, urgent and vital (from the Latin vita - life; thus, it is emphasized that without their satisfaction, life is impossible).

“Without a doubt, physiological needs dominate over all others,” A. Maslow writes about them. - More specifically, this means that the main motivation of a person who is extremely lacking in the most important things in life will be primarily physiological needs than any others. A person who needs food, security, love and respect is likely to want food more than anything else. " And further: “For a person who needs food to the extreme, representing a threat, there are no interests other than food. He dreams about food, thinks about food, all his experiences are connected only with food, he remembers only food and wants only food. " In addition to the needs for food, the group of urgent needs usually includes the needs for clothing and housing. Some physiological needs are not essential, since a person can exist without satisfying them - as already noted, they include the need for sexual relations.

However, the definition of essential physiological needs as the needs for food, clothing and housing, often cited by psychologists, is only preliminary and requires clarification. A more complete enumeration of these needs is given by K. Obukhovsky: they include the needs for certain chemicals, temperature, oxygen for breathing, sleep, food, sensory stimuli and information processing. On the example of urgent needs, a general pattern is clearly visible: people's attention is attracted only by those needs that are not satisfied or require constant efforts to satisfy. Needs that are easily satisfied by themselves are usually overlooked or not considered needs at all. So, a person has a need for gravity, but it is automatically satisfied by the action of the Earth's gravitational field and does not seem to us a need. Only space exploration made the specialists involved in this realize the importance of gravity for the body.

Because of his absence, the astronauts experience severe discomfort, are forced to engage in special physical exercises, returning to Earth, experience difficulties with movement. The mechanism of awareness of other needs operates in a similar way. Thus, the need for clean air has become clearly visible only in industrial society due to the huge increase in the emission of harmful substances into the atmosphere. (In large cities in Japan, the police were sometimes forced to even be on duty in the streets in oxygen masks). Now this need has a significant impact on medical, tourism and recreational services, as well as the service of air conditioning equipment.

The need for food is also recognized and satisfied in different ways. For many Africans, it can be satisfied only at a minimal level and turns into a matter of life and death, while the middle class in wealthy Western countries now hardly notice it. Indeed, there have been no food supply crises there for many decades, and the level of material security allows people to easily purchase all the necessary food. A natural decrease in attention to a need due to its long and complete satisfaction is an important feature of the human psyche, which must be borne in mind when organizing a service.

Nevertheless, in the modern world, deprivation often occurs - i.e. insufficient satisfaction of physiological needs. Deprivation of needs leads to frustration - difficult mental state oppressive tension, anxiety, feelings of hopelessness and despair. Prolonged frustration of urgent needs causes profound changes in the worldview, and then in the mental health of individuals and entire sectors of society. Therefore, for example, people who have experienced hunger for a long time believe that the main feature of a humane, just society of the future is an abundance of food. This idea was widespread, for example, in Russia during the revolutions of 1917. Many people were convinced that with a guaranteed availability of food they would be happy for the rest of their lives and would not want anything new.

The change in the human personality under the influence of prolonged hunger affects the subjective, emotional component and therefore is studied not only by objective scientific methods, but also by means of art (artistic cognition). The most detailed description of the impact of hunger on a person was given, for example, by the classic of Norwegian literature Knut Hamsun in the novel "Hunger", AP Platonov in the novel "Chevengur", Jack London in the story "Love of Life". Writers Daniil Granin and Oles Adamovich deeply comprehend the phenomenon of hunger during the Siege of Leningrad (1941-1944) in the "Book of Siege".

A scientific description of personality changes as a result of prolonged famine was given in 1948 by the Russian doctor L. A. Bogdanovich based on observations from the Second World War. At various stages of fasting, he discovered specific painful changes in the psyche. As a result of very prolonged fasting, the changes in the psyche caused by the lack of food seem to be fixed, and persistent personality changes occur. They manifest themselves, for example, in the creation of unnecessary food supplies. Many Leningraders who survived the blockade argued that they could not throw away the remnants of food. The experience of prolonged fasting, of course, rebuilds not only the attitude towards food, but also all the behavior of the individual, the manner of communication, the system of values, etc.

Observations of psychologists show that not only hunger is of decisive importance, but also a person's attitude towards him, the ability to maintain self-control. "Among people doomed to prolonged hunger by the will of fate or by the will of other people, those who do not give in to panic live longer, remain calm and have a positive attitude towards society."

Profound changes in human behavior occur when deprivation of not only the need for food, but also other physiological needs. So, our brain needs to maintain the necessary minimum of information coming from the outside world, which is found when a person enters an unusual environment. The lack of information perceived through the senses, or its monotony, cause not only discomfort, but also deep physiological disturbances in the body. For example, there is a known case when a Japanese company built an office building with perfect soundproofing - no external noise could penetrate into it at all. However, the total silence was so difficult for the employees that they could not work in this building. Experiments were also carried out to maximize the limitation of external stimuli acting on the sense organs. In a soundproofed room, the subjects were immersed in a bath with a water temperature equal to body temperature, they put on opaque glasses and thus almost completely blocked the channels through which visual, auditory, tactile, gustatory and olfactory information passes to the brain. It turned out that in such conditions a person loses control over his thoughts, orientation in the structure of his own body, he begins to have nightmares and hallucinations. In the end, the experiment was interrupted due to the development of a feeling of panic in the subjects. Even a partial exclusion of the influx of fresh impressions leads to significant changes in perception. So, the famous speleologist Siffre spent two months alone in a cave in conditions of a deficit of visual information and after that he could not distinguish between blue and green colors for a whole month. Members of Antarctic expeditions, also working in a visually homogeneous environment, began to incorrectly assess the size of objects, the speed of their movement and the distance to them. There is an assumption that the occurrence of hallucinations in people in the desert is a defensive reaction of the psyche to the extreme monotony of the environment. With the help of the ideas extracted from memory, the organism tries to compensate for the insufficiency of the flow of external information, which is dangerous for it.

In addition to the need for an optimal flow of information, physiological needs also include the need for movement and physical activity. The main areas of its satisfaction are physical education, sports and tourism.

Summing up, it should be noted that all types of service activities must inevitably take into account the physiological, including the urgent needs of the human body. Of course, serious problems with meeting food needs or problems caused by sensory deprivation do not occur very often (for example, in extreme tourism or during natural disasters). However, subtle and competent satisfaction of physiological needs, the creation of comfortable conditions for the client (including in the contact area) is always a powerful factor in increasing the efficiency and competitiveness of service activities.

2 ... The need for security.

After satisfying basic physiological needs, the need for security becomes the most urgent for the individual. In more detail it can be defined as the need for security, stability, lack of fear, anxiety and chaos; the need to maintain physical and mental health; the need for structuredness and orderliness of the surrounding world; in the law and regulation of social behavior; in help and patronage, etc. The desire for safety can turn into a person's primary need and completely determine his behavior.

Security can be divided into two types: simple physical security and more complex - spiritual and social security. Already at the level of physical security, it is found that this need is perceived in different ways by people and affects their behavior. Service activities always face the need for security: this is the personal safety of the client (for example, in tourism), the safety of functioning of technical means of devices, the safety of the environment, property, money, information security. A company that provides reliable security guarantees takes on the solution of important problems for the client and can gain great advantages in the development of its activities.

The need for security can be met not only in such simple and obvious ways as the physical protection of people, property or the protection of information. The social aspect of security includes the desire to have a secure place of work, a bank account, various insurance policies, social guarantees (health care, education, retirement benefits). In society, there is a need not only for personal, but also for public security - this is the state, financial, food security of the country. Insufficient state provision of these areas of personal and public security (which is currently taking place in Russia) naturally increases the demand for the corresponding services of non-governmental organizations.

Finally, in its most generalized form, a person's desire for security is expressed in the preference of old things to new and familiar to the unknown. Therefore, even the desire to form a religious or philosophical worldview is associated with the need for security. Religion or philosophy organizes knowledge about nature and society into a logically connected meaningful whole, an interconnected system. Thus, the world becomes more understandable and predictable, and therefore less dangerous. In this sense, the satisfaction of the need for knowledge leads to the satisfaction of the need for security.

The desire to keep the world constant and unchanged is characteristic of different periods in the history of society. In its extreme, painful form, it is observed in the behavior of patients with certain types of neurosis. People suffering from them strive with all their might to streamline and stabilize the conditions of their lives so that in no case could any uncontrollable and unexpected phenomena arise. If some unexpected event occurs, such patients consider it a terrible threat to their safety and panic.

The idea of \u200b\u200bthe danger of everything new and unusual is widespread among peoples and tribes at the level of the primitive communal system. Thus, the famous ethnographer Lev Nikolayevich Gumilev noted that the indigenous tribes have a very bad attitude to the attempts of European missionaries to "improve" their primitive way of life. Such figures are treated with hostility, sometimes they are simply killed. The main value for the tribe is to preserve the established way of life, only this provides the natives with safety and confidence in the future.

A hostile attitude towards change as something dangerous is widespread in modern society as well. Thus, sociologists argue that the main guarantor of social stability is the middle class, which constitutes the majority of the population of developed countries. The main political feature of the middle class is the desire to maintain a stable, unchanging state of the entire social system. Representatives of this population group consider any changes to be a potential threat to their security. Political strategists in Western countries believe that such views are characteristic of women voters. Politicians seeking their vote in elections often rely on the unchanged old direction of the state, which attracts the sympathy of people concerned about their security.

Thus, one of the directions of development of the service sector is the satisfaction of security needs. First, it is an integral part of all service activities. Secondly, some of its sectors directly consider maintaining security as their main task (protecting individuals and property, protecting information). Third, the need for security is indirectly met by science and education, upbringing, the activities of religious organizations, the media, medical, banking, insurance and legal services.

3. Need for loveand belonging to a social group

3.1. Need for love

Psychologists share the need for love and the need for sexual relations, although the two are deeply interconnected. So, K. Obukhovsky considers the need for sex as a biological (or physiological) phenomenon - it is a component of the instinct for preserving the species, such a feature of a person that leads to the fact that after reaching the necessary hormonal maturity, he is able to receive specific experiences and pleasures. Love is viewed as a complex social phenomenon, which naturally has its own biological foundations and mechanisms. One of the greatest psychologists and philosophers of the XX century. Erich Fromm emphasizes that love is a powerful way to overcome the loneliness of an individual, to establish his connection with the world of other people. "In a word, a person has the deepest need to get out of the prison of his loneliness." “Sexual contacts are a natural and normal phenomenon,” E. Fromm continues. - But when they are used only to overcome their alienation, they are not much different from alcoholism and drug addiction. Sexual gratification becomes a desperate attempt to avoid anxiety and fear of being alone. But the result is disastrous, since a sexual act without love cannot become a bridge over the abyss that separates two human beings. Perhaps for a short moment. " E. Fromm draws attention to the historical changes in ideas about love: in all centuries they expressed the level of development of the human personality, the state of society and those worldview concepts that dominated it. So, everyone knows that in the Middle Ages, erotic love, which prioritized sexual relations, was viewed as something sinful, and love for God was declared the most valuable and sublime. In a society of mass consumption, based on the production and consumption of a large mass of goods and services, the ideal of some non-individualized, standard ones associated with the consumption of the same set of goods of love relationships was promoted. Fromm lamented about this: “The ideal of non-individualized love is implanted, since modern society needs the most similar human beings obeying the same orders, while believing that they act according to their desires. Just as modern mass technology needs to standardize products, social progress requires the ultimate leveling of people. " In his famous work "The Art of Love" (another translation: "The Art of Love") Fromm analyzes various forms of manifestation of love and divides it into several types:

love between parents and children;

brotherly love;

mother's love;

erotic love;

self-love;

love for God.

Considering love in all the complexity of this feeling and in all its manifestations is very long, and it is not necessary. Thousands of books have already been written about this. We are interested in one more narrow question - the relationship between the need for love and the service sector that exists in modern society.

As E. Fromm noted, even the most intimate feelings of a person are formed under the influence of society with its economy, politics, culture, stereotypes of behavior, etc. In the modern world, a whole sector of the service sector has developed, one way or another associated with the need for love and - somewhat broader - with the need for people to communicate with each other. These are the spheres of service that organize communication and the transfer of information (including through electronic technologies), all kinds of marriage agencies and clubs. Love and care for other people makes us resort to the services of trade, education and health care (taking care of children), to use the services of travel companies, theaters, museums and other institutions that organize leisure. The need for love affects all human behavior, therefore, all areas of service are indirectly involved in its satisfaction. Even such a thing as far from intimate experiences as a mobile phone contributes to the development and satisfaction of this need, as it creates a very convenient communication channel.

Various goods and services can be used as symbols of love and care. Their manufacturers carefully cultivate the symbolic meaning of their products. For example, jewelry advertisements in the United States often contain an indication that they are directly related to the feeling of love and can make people happier: "Prove how strong love is without saying a word." "All the existing ways of saying 'I love you'." In Russia, an advertisement for a chain of jewelry stores appeared, which is a poster with the image of a girl unambiguously stretching her hand, palm up. The inscription on the poster is extremely laconic: "If you love, prove it." More subtle hints of the need for love and friendship are often used in advertising for tourism, education and other types of services (for example, an advertisement for an educational institution usually depicts smiling young men and women who are clearly very pleased with each other's company). The need for love is important for a person who has already satisfied urgent needs and the need for security. Therefore, hints of its satisfaction always increase interest in a product or service.

3.2. The need forbelonging to a social group

A person's connection with other people is established based not only on the need for love, but also on a whole group of needs close to it - for communication, friendship, cooperation, mutual understanding, belonging to any social group, etc. sociology, the terms ingroup and outgrut exist. An outgroup is all “strangers”, “not ours,” to whose community a person does not consider himself. Ingroup is “ours”, “ours”, “we” (my family, my friends, my colleagues, fellow soldiers, colleagues, fellow-soldiers, etc.). Any person seeks to find his ingroup (to which he belongs) and to establish in it a system of social ties, friendly and business relations. To do this, he may need a wide variety of services: obtaining education and communication skills inherent in this group, mastering its way of life, purchasing items used by members of this community.

Emphasizing the importance of the need for contacts, communication, friendship and cooperation, A. Maslow wrote about the situation in contemporary society: “We still underestimate the enormous importance of good-neighborly relations in a common territory, in a clan, with people of the same" sort ", class, company, among colleagues. We have for the most part forgotten our animal aspirations to flock, stick together, unite, be part of a group. I am sure that the significant and dramatic increase in the number of socio-psychological training groups, personality development groups, communities united by different goals, perhaps partly motivated by this unquenched thirst for contact, closeness and belonging. Such social phenomena can be the result of a desire to cope with growing feelings of alienation, coldness and loneliness, which are exacerbated by increasing mobility, the destruction of traditional forms of human communality, the destruction of families, the problem of fathers and children and the persistent nature of urbanization ... The same is observed in groups of soldiers. whom a common external threat caused to find themselves in an atmosphere of unexpected brotherhood and closeness, and who can subsequently carry this closeness throughout their lives. Any society with favorable conditions must satisfy this need in one way or another if it wants to survive and remain healthy. "

The needs for love, friendship, communication, uniting people into social groups exist in any society. They are served directly or indirectly by various types of service activities that change and evolve with these needs.

FROMlist of used literature

1. Fromm E. “Psychoanalysis and Religion; The art of loving; To have or to be? " Kiev: Nika-Center, 1998

2. Granovskaya R.I. "Elements of practical psychology". SPb .: Speech, 2003.

3. Obukhovsky K. “Galaxy of needs. Psychology of human drives ”. SPb .: Speech, 2003