Ideas about human needs were detailed in his book "Motivation and Personality" by Abraham Harold Maslow, an American psychologist of Russian origin. Maslow put forward the theory of the plurality of various individual needs, while arguing that they can be attributed to five main categories:

Spiritual needs - it is cognition, self-actualization, self-expression, self-identification.

Needs for respect from others, in self-respect. In public recognition and appreciation of human achievements.

Social needs - the need for communication, the presence of social connections, affection, caring for others and attention to oneself, joint activities.

Existential - ensuring the safety and comfort of human existence, the constancy of the conditions and quality of life.

Physiological (they are biological and organic), satisfying the need for food, clothing, sleep, hunger, thirst, sex drive, etc.

According to this classification, social needs in the hierarchy of human needs occupy a key place. As the primary needs are met, it becomes important to meet the high-level needs.

There are many forms of human social needs. With examples, we will consider them in three main features:

1. The need "FOR OTHERS". The need "FOR OTHERS" is most clearly expressed in altruism, in the readiness to selflessly serve other people, to sacrifice oneself in the name of another. Most often this is the need to protect the weak, the need for disinterested communication.

« I do not know what your destiny will be, but one thing I know for sure: only those of you will be truly happy who have sought and found a way to serve people"- Albert Schweitzer, Nobel Peace Prize laureate, humanist, theologian, philosopher, musician and physician. The son of a pastor from the small town of Kaiserberg in Upper Alsace, he created a picture of his own world. Such, in which he could live in accordance with his own ideas. Calling on others to use every opportunity to do good, he himself was a vivid example of the realization of the need “FOR OTHERS”. Analyzing the state of modern European culture, the philosopher wondered why a worldview based on a life-affirming principle turned from originally moral to immoral.

The concept of "reverence for life" became Schweitzer's idea, embracing both life affirmation and ethics. Its embodiment is a hospital built by the philosopher's own hands.

« There is no person who does not have the opportunity to give himself to people and thereby manifest his human essence. Anyone who uses every opportunity to be human can save their lives by doing something for those who need help - no matter how modest their activities". Schweitzer sincerely pitied people who cannot devote their lives to others.

2. The need "FOR YOURSELF". The need aimed at self-affirmation in society, at the self-realization of the individual. This is the need for a person's self-identification. The need to take their rightful place in society, in the team. Last but not least, such a need is aimed at the desire to wield a certain amount of power. “FOR YOURSELF” is a social need of a person because it can be realized only through the need “FOR OTHERS”.

Benvenuto Cellini. The talented Italian sculptor was born in Florence. During his rather long life at that time, 1500 - 1571, Cellini became famous as a jeweler, writer, medalist and not only. The desire to satisfy "NEEDS FOR YOURSELF" prompted him not only to creativity, but also to adventures. Cellini fought in the war with Spain, and later, due to his absurd nature, Benvenuto was often the instigator of quarrels that ended in death for his opponents. Despite the patronage of the Pope, the impudent young man was arrested more than once, and later, in hiding, left Rome.

Cellini spent his last years at home, in Florence. His autobiography has been translated into almost all European languages. In which the author, wishing for even greater glory, ascribed to himself actions that in fact he did not commit.

3. The need "TOGETHER WITH OTHERS". This is a whole group of needs that determines the reasons for the combined actions of many people, society as a whole. Namely: the need for security, freedom, peace, the need to curb the aggressor, the need to change the political regime. The peculiarity of the need "TOGETHER WITH OTHERS" is that people unite to solve urgent problems of a social nature.

Example: the invasion of the fascist troops into the territory of the USSR became a decisive stimulus for the realization of the need "TOGETHER WITH OTHERS". The common goal - to repulse the invaders, became the reason for the unification of the peoples living on the territory of the union republics.

Do the needs of the social essence of a person require satisfaction? What if you ignore it?

Without satisfying their own biological needs, a person will not be able to live like a healthy individual. Illustrative examples illustrate this in the best possible way: the lack of enough money to eat well, buy appropriate clothing, required medicines, maintain your own home in due order, leads to illness or death.

The lack of opportunities to meet social needs makes a person doubt his own usefulness. Without satisfaction of such needs, a person feels weak, helpless, humiliated. That often pushes a person to the manifestation of aggression, antisocial actions. Everyone in our society needs a stable, constant, usually high self-esteem. The social needs of a person also include self-esteem, the presence of self-esteem, reinforced by the attitude of other people. Satisfying the need for self-esteem leads to the emergence of a sense of self-confidence. A sense of dignity, strength of personality, ability, usefulness and necessity in this world leads a person to the same results. The impossibility of satisfying such needs leads a person to completely different results.

Which path do you choose?

Human needs as a source of his activity

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 the personality ...

Man, like any living being, is programmed by nature for survival, and for this he needs certain conditions and means. If at some point of its existence these conditions and means are absent, then a state of need arises, which causes the appearance of the selectivity of the response of the human body. This selectivity ensures the emergence of a response to stimuli (or factors), which at the moment are the most important for normal life, the preservation of life and further development. The experience of 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 vital activity and purposeful activity, directly depends on the presence of a certain need (or need) that 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 the personality. and human activity directly depends on organic and cultural needs, and they, in turn, generate, which directs the attention of the individual and its activity to various objects and objects of the surrounding world with the aim of their cognition and subsequent mastery.

Human needs: definition and characteristics

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 subsistence. The very same activity, 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: social living conditions of people, 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, therefore, today there are many different theories that understood needs as need, and the state, and the process of satisfaction. For example, K. K. Platonov saw the needs in the first place a need (more precisely, a mental phenomenon of a reflection of the needs of an organism or an individual), and D. A. Leontiev considered needs through the prism of activities in which it finds its implementation (satisfaction). Famous psychologist of the last century Kurt Levin understood by needs primarily a dynamic state that arises in a person at the moment he performs some action or intention.

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. Rubinstein);
• as an object of satisfaction of needs (A. N. Leontiev);
• as a necessity (B.I.Dodonov, V.A.Vasilenko);
• as the absence of good (V.S.Magun);
• as a relation (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 personality occurs, but also changes in the environment, needs play the role of a driving force of its development and here their subject content is of particular importance, namely the volume of material and spiritual culture of mankind, which affects the formation of needs human and their satisfaction.

In order to understand the essence of needs as a motor 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 (in this case, the need, that is, the need of the body, can be unconscious or conscious, but the need of the individual is always conscious);
• need is always associated with need, by which it is necessary to understand not a deficit in something, but desire or need;
• it is impossible to exclude the state of need from personal needs, 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 the need to satisfy an arisen need.

Needs are passive-active in nature, that is, on the one hand, they are determined by the biological nature of a person and the deficiency of certain conditions, as well as the means of his existence, and on the other, they determine the subject's activity to overcome the deficiency that has arisen. An essential aspect of human needs is their social and personal nature, which is manifested in motives, motivation and, accordingly, in the entire orientation of the personality. Regardless of the type of need and its focus, they all have the following features:

• have their own subject and are an awareness of need;
• the content of needs depends primarily on the conditions and methods of their satisfaction;
• they are capable of being reproduced.

In the needs that shape the behavior and activities of a person, as well as in the production motives, interests, aspirations, desires, drives and value orientations from them, is the basis of personality behavior.

Types of human needs

Any human need is initially an organic interlacing 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 of their satisfaction.

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

• depending on the origin are isolated natural(or organic) and cultural needs;
• by orientation distinguish material needs and spiritual;
• depending on which area they belong to (areas of activity), highlight the need for communication, work, rest and knowledge (or educational needs);
• according to the object of need can be biological, material and spiritual (they also distinguish social needs of a person);
• by their origin, needs can be endogenous(waters arise by the influence of 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 social 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 phylogeny. Spiritual needs(or ideal) are purely human, as they primarily reflect the level of personality development. These include aesthetic, ethical and cognitive needs.

It should be noted that both organic needs and spiritual ones 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, which cannot contribute to the emergence of a cognitive need).

Separately should be considered social 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.

Classifications of needs

Since the moment psychology became a separate branch of knowledge, many scientists have made a large number of attempts to classify needs. All of these classifications are very diverse and generally 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 directions has not yet been presented to the scientific community.

• natural human desires and necessary (it is impossible to live without them);
• natural desires, but not necessary (if there is no possibility of their satisfaction, 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).

The author of the information P.V. Simonov needs were divided into biological, social and ideal, which in turn can be needs (or preservation) and growth (or development) needs. Social needs of a person and ideal according to P. Simonov are divided into needs “for oneself” and “for others”.

The classification of needs proposed by Erich Fromm... The famous psychoanalyst identified the following specific social needs of a person:

• a person's need for connections (belonging to a group);
• the need for self-affirmation (a sense of significance);
• the need for affection (the need for warm and responsive feelings);
• the need for self-awareness (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 is the unique system of human needs by the American psychologist Abraham Maslow (better known as the hierarchy of needs or the pyramid of needs). The representative of the humanistic trend in psychology based his classification on the principle of grouping needs according to 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

By proposing your 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 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 meeting 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), then everything here also begins with the satisfaction of natural (organic) needs, which ensure the establishment of relationships between the child and adults. In the process of satisfying basic needs in children, needs for communication and cognition are formed, on the basis of which other social needs appear. An important influence on the development and formation of needs in childhood is exerted by the upbringing process, thanks to which the correction and replacement of destructive needs is carried out.

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

• needs arise and are strengthened through the practice and systematic consumption (that is, the formation of the type of habit);
• the development of needs is possible in conditions of expanded reproduction in the presence of various means and methods of its satisfaction (the emergence of needs in the process of activity);
• the formation of needs is more comfortable if the activities necessary for this will not exhaust the child (ease, simplicity and a positive emotional attitude);
• 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 (evaluation and encouragement).

In solving the issue 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 assigned 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 sequentially manifest seven classes (of course, this is ideally) of needs, ranging from the most primitive (physiological) needs and ending with the need for self-actualization (striving for maximum realization personality of all its potencies, the fullest 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 a person's higher needs (in knowledge, in self-development and self-actualization).

The main ways and means of meeting needs

Satisfying a person's needs is an important condition not only for his comfortable existence, but also for his survival, because if organic needs are not met, a person will die in the biological sense, and if spiritual needs are not met, then the personality as a social entity dies. People, satisfying different needs, learn in different ways and assimilate a variety of means to achieve this goal. Therefore, depending on the environment, conditions and the personality itself, 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 the formation of individual ways for a person to satisfy his needs(in the process of learning, the formation of various connections between stimuli and the subsequent analogy);
• in the process of individualization of methods and means of satisfying basic needs that act as mechanisms for the development and formation of new needs (the very ways of satisfying 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 mentalizing needs(awareness of the content or some aspects of the need);
• in the socialization of ways and means of satisfying needs(there is their subordination to the values ​​of culture and the norms of society).

So, any activity and activity of a person is always based on some need, which finds its manifestation in motives, and it is precisely the needs that are the driving force that pushes a person to movement and development.

Social needs- a special type of human needs - the need for something necessary to maintain the vital activity of the organism of a human person, social group, society as a whole; internal stimulus of activity. There are two types of needs - natural and created by society. Natural needs Are the daily needs of a person for food, clothing, housing, etc.

Social needs- these are the needs of a person in labor activity, socio-economic activity, spiritual culture, that is, in everything that is a product of social life. Natural needs are the basis on which social needs arise, develop and receive satisfaction. Needs act as the main motive that prompts the subject of activity to take real actions aimed at creating conditions and means of satisfying his needs, that is, to production activity.

Without needs, there is no and cannot be production. They are the initial stimulus of a person to activity - they express the dependence of the subject of activity on the outside world. Needs exist as objective and subjective connections, as gravitation towards the object of need. Social needs include the needs associated with the inclusion of the individual in the family, in numerous social groups and collectives, in various spheres of production and non-production activities, in the life of society as a whole.

It is advisable to take into account the following most important "kinds" of needs, the satisfaction of which provides normal conditions for the reproduction of social groups (communities):

1) in the production and distribution of goods, services and information required for the survival of members of society;

2) in normal (corresponding to existing social norms) psychophysiological life support;

3) in knowledge and self-development;

4) in communication between members of society;

5) in simple (or extended) demographic reproduction;

6) in the upbringing and education of children;

7) in control over the behavior of members of the society;

8) in ensuring their safety in all aspects.

Social needs are not met automatically, but only by the organized efforts of members of society, which are social institutions.

Theories of human needs A. Maslow and F. Herzberg . The theory of work motivation of the American psychologist and sociologist Abraham Maslow(1908-1970) reveals the needs of a person. By classifying human needs, A. Maslow divides them into baseline(need for food, safety, positive self-esteem, etc.) and derivatives, or meta needs(in justice, well-being, order and unity of social life, etc.).

Basic needs are arranged according to the principle of hierarchy in ascending order from the lowest material to the highest spiritual:

- At first, physiological and sexual needs - in the reproduction of people, food, breathing, physical movements, housing, rest, etc.;

- Secondly, existential needs - the need for the safety of one's existence, confidence in the future, stability of living conditions and activities, the desire to avoid unfair treatment, and in the world of work - in guaranteed employment, insurance against accidents, etc .;

- third, social needs - in affection, belonging to a team, communication, caring for others and attention to oneself, participation in joint labor activities;

- fourthly, prestigious needs - in respect from significant people, career advancement, status, prestige, knowledge and appreciation;

- fifthly, spiritual needs - the need for self-expression through creativity.

Maslow Abraham Harold- Professor of Psychology at Brooklyn College and the University of Massachusetts. Combined academic and entrepreneurial activities, founding his own company Maslow Cooperage Cor poration. At the age of 18 A. Maslow entered the New York City College. The father wanted his son to become a lawyer, but the young man was absolutely not attracted to the legal career. An interest in psychology arose in his penultimate year of college, and he chose a purely psychological topic for his term paper. A. Maslow began his systematic studies in psychology when he entered Cornell University.

Then he transferred to the University of Wisconsin, where he was actively engaged in experimental research on animal behavior. He created the so-called hierarchy of needs, the purpose of which was originally to explain human behavior and which was quickly adopted by managers, since it made it possible to understand the characteristics of employee motivation. A. Maslow became one of the first management figures who used a humanistic approach to personnel instead of an administrative one. Considering that it is the personnel that becomes the key resource of successful companies, Maslow's model as a management concept is becoming more and more relevant.

The merit of A. Maslow's theory consisted in the explanation, the interaction of factors, in the discovery of their motive spring, in the fact that he considered the needs of each new level to be actual, vital for the individual only after the previous ones were satisfied. In addition, A. Maslow suggested that physiological, sexual and existential needs are innate, and the rest are socially acquired.

Further development of A. Maslow's concept led to the conclusion that any individual has not one system of needs, but two, which are qualitatively different, independent of each other and affect the behavior of people in different ways.

First group- hygiene factors. They do not relate to the content of work, but favor comfortable working and living conditions, a well-organized work organization and work schedule, and providing workers with various benefits and housing. The factors contribute to the development of psychologically comfortable relations between employees, and as a result, one should expect not high job satisfaction or interest in it, but only the absence of dissatisfaction.

Second group factors - motives - satisfy, in terms of Frederick Herzberg (b. 1923), internal needs and include recognition and achievement of success in work, interest in its content, responsibility, independence, etc. They determine job satisfaction and increase labor activity. Therefore, F. Herzberg believes, satisfaction is a function of the content of work, and dissatisfaction is a function of working conditions.

Herzberg Frederick- American psychologist, professor of management, created his own theory of motivation, specialist in clinical psychology, professor of management at the University of Utah. Herzberg's works are mainly devoted to the personality traits of a working person, but are popular with management theorists and practitioners, since they expand management's knowledge of personnel and allow them to optimize the work of employees. Herzberg created his own theory of motivation, which can be roughly divided into two parts - hygiene and motivation.

By hygiene, Herzberg means the policy and methods of management in the company, working conditions, salary, degree of security; all of these factors do not motivate productivity gains, but create moral satisfaction. The second part of the theory of motivation concerns the work itself, by performing which, the employee achieves certain results, receives recognition from others, moves up the career ladder, raises his status, and has the opportunity to do what he loves. Managers must use both hygiene and motivation factors at the same time, creating such working conditions that the employee does not feel dissatisfied.

If the employee is able to achieve results, gain recognition, find interest, move up the career ladder, then he will work with maximum efficiency. True, Herzberg has another theory called KITA (a kick in the ass). This theory says: the easiest way to get a person to work is to give him KITA, because improving hygiene (increasing salaries, working conditions, providing additional benefits - pensions, paid vacations, etc.) does not give a long-term motivation effect. Motivation depends on how efficiently workers are used, not how they are treated.

The main schools of Western sociology of labor (F. Taylor, E. Mayo, B. Skinner).Sociology of Labor(in the developed countries of the West it is more often referred to as industrial sociology) began to develop in the 1920s and 1930s. XX century Investigating the problems associated with the social essence of labor, industrial sociology puts social and labor relations as an important object of analysis. One of the famous contemporary American sociologists F. Herzberg believes that Western sociology has analyzed the three most important approaches to studying and regulating the production behavior of workers.

The first approach is scientific management, based on the developed at the beginning of the XX century. theories of the American engineer Fred Taylor (1856-1915). According to the theory, the efficiency of human labor increases due to the reduction of the production task to the simplest operations that do not require complex labor skills. Piece-by-piece, piece-work, progressive-bonus wage systems have caused an increase in the productivity of even the elderly and lazy workers. Timing of work operations in order to save movements and simplify labor functions, a detailed description of each operation, thorough instruction, hourly wages and a system of bonuses (large bonuses from the profits of enterprises, usually received once or twice a year for success in work), assembly lines - the whole this scientific organization of production is widely and successfully used in industry to this day.

Taylor Frederick Winslow is an outstanding American researcher and managerial practitioner, who laid the foundation for the scientific organization of labor and rationalization in the field of management, the founder of management, a representative of the scientific school of management. From 1890 to 1893, Taylor, CEO of the Manufacturing Investment Company in Philadelphia, owner of paper presses in Maine and Wisconsin, started his own management consulting business, the first in management history. In 1906, Taylor became president of the American Society of Mechanical Engineers, and in 1911 founded the Society for the Promotion of Scientific Management (later called the Taylor Society). In 1895, Taylor began his world-renowned research on work organization.

Taylor died on March 21, 1915 in Philadelphia of pneumonia. On his tombstone, there is an inscription: "The Father of Scientific Management." In 1895, Taylor began his world-renowned research on work organization. He is the creator of production planning as a discipline. Taylor researched factors affecting productivity and methods of rational organization of working time. Based on the analysis of thousands of experiments, recommendations were formulated for organizing industrial production and training personnel. F. Taylor put forward the idea of ​​narrow specialization, singled out planning as the most important element of the organization of production and believed that professional managers should deal with production planning.

Main labor- "Principles of Scientific Management", 1911.

The beginning of the second approach of sociology to the regulation of production behavior of workers was carried out in the 20-30s. XX century by the American scientist Elton Mayo (1880-1949), the famous Hawthorne Experiments at the Western Electric Company near Chicago. Studying the influence of various factors on increasing production efficiency (conditions and organization of work, for wages, interpersonal relationships and leadership style, etc.), Elton Mayo showed the role of the human and group factor.

In the concept of "human relations" Elton Mayo focuses attention, first, on the fact that man is a social animal, oriented and included in the context of group behavior; secondly, a rigid hierarchy of subordination and bureaucratic organization are incompatible with the nature of man and his freedom; third, industry leaders should be people-oriented rather than product-oriented. This ensures the social stability of society and the individual's job satisfaction. The second approach is called human relationship management. It was with the second approach that American industrial sociology began. In modern conditions, within its limits, important problems of labor are investigated and practically developed.

Mayo Elton- American psychologist, founder of the School of Human Relations in Management, professor of industrial sociology at Harvard University, then professor of industrial studies at the Graduate School of Business and Administration. Received a philosophical medical education in Great Britain, then financial education - in the USA. He led a number of research projects and experiments, including the Philadelphia and Hawthorne. He founded the movement "for the development of human relations."

One of the founders of the school of human relations. He put forward the idea of ​​humanizing labor in an industrial enterprise. He laid the foundations of the model of organization as a community, while at the same time considered the function of satisfying the social needs of a person in the conditions of the crisis of American society, the disintegration of the family, and the decline in the role of traditional social institutions as its most important function. Drew attention to the social nature of man (based on the thesis about man as a social animal), as well as the importance of a small group, leadership and non-formal organization in the regulation of human behavior.

He proposed to focus in management on stimulating the employee's motivation and interest in the content of the activity. Questioned the universality of the role of monetary reward as a motive for activity. He emphasized the importance of intellectualization of executive functions, the maximum possible use of rich human potential, self-organization.

Hawthorne Experiments- a working group led by E. Mayo at the Hawthorne factories near Chicago in 1927-1932. conducted experiments to study the impact of various technical and social factors on labor productivity; the original goal of the study was to identify the relationship between workplace illumination and productivity.

Hawthorne Works- The Western Electric Company plant in Chicago, where telephone equipment was assembled; the number of workers was 25 thousand; in 1983 the company was closed.

The third approach to regulating the production behavior of workers associated with the name of the American sociologist Burres Frederick Skinner and called situational management. Material social incentives are used here. Remuneration for labor is carefully linked to the achievement of specific goals in the work process, and the main concern of the manager is to evaluate the performance of the employee and to subsidize material and moral incentives.

The needs of society are a sociological category based on collective habits, that is, what came from our ancestors, and is rooted in society so strongly that it exists in the subconscious. This is what interests the needs that depend on the subconscious, not amenable to analysis, considering a specific individual. They need to be viewed globally, in relation to society.

Goods are needed to satisfy needs. Accordingly, economic needs are those for the satisfaction of which economic benefits are needed. In other words, economic needs are that part of human needs, for the satisfaction of which the production, distribution, exchange and consumption of goods are necessary. From this we can conclude that any person needs an economic sphere to satisfy at least his primary needs. Any person, be it a celebrity, scientist, singer, musician, politician, president, first of all depends on his natural principle, and therefore concerns the economic life of society, and cannot create, create, lead without touching the economic sphere.

A person's needs can be defined as a state of dissatisfaction, or need, which he strives to overcome. It is this state of dissatisfaction that makes a person make certain efforts, that is, to carry out production activities.

Scientific research in the XX century of complex-dynamic systems (elementary particles, biological formations, social phenomena) allows us to assert that society is not just any and not a simple set of its constituent individuals. Of course, society is made up of individuals and cannot exist without them. However, not all associations of individuals form a society.

The primary associations of individuals are small social groups. They have common needs, interests, goals. For example, a football team. The circle of concerns of football players includes only scoring goals for opponents and nothing more. That is, they are not preoccupied with food production, or the construction of stadiums, or the provision of medical care for injuries, or many other things that society is concerned about. And therefore, any small social group is not yet a society.

Unlike a small social group society- it is such an association of people that has self-sufficiency, i.e. is able to create and recreate all the necessary conditions for coexistence by his own activity. Society is not just an aggregate of its constituent individuals, but a self-sufficient system. And as a system, it possesses qualities that are not possessed by its constituent individuals individually. Systemic qualities are not just the sum of homogeneous qualities, but their generalization and transformation. The qualities of individuals who are united in a social system are generalized in the sense that when they are involved in society, the general is extracted from them and the singular, individual is discarded. And this common set of individual qualities, when combined, is subject to the goals and objectives of the self-sufficient existence of the systemic whole. As a result, generalized individual qualities are transformed into new - social qualities.

This mechanism also operates in the process of transforming individual needs and interests into public ones. However, this transformation does not occur immediately, but through the needs and interests of small social groups. The latter act as a kind of transitional link between the needs of the individual and society.

Generalization of individual needs in a small social group leads, first, to a qualitative change in their content. Take, for example, the individual need for self-affirmation. A small social group also demonstrates to a certain extent self-affirmation by competing with similar small social groups. But this self-assertion differs significantly from the self-assertion of an individual in the same small social group. The self-affirmation of individuals in a group can be carried out by improving their work, increasing labor productivity, increasing the quality of products, which contributes to improving the work of the group and, accordingly, its self-affirmation. But it can also be due to the struggle between individuals (siding, knocking together warring groups within the group, squabbles, etc.), which worsens the work of the group as a whole and therefore does not contribute to its self-affirmation in competition with other groups. Thus, even the same need inherent in an individual and a small social group has different content, different satisfaction and different consequences.

Secondly, the generalization of individual needs in a small social group generates fundamentally new needs that individuals lack. And this is natural, because the very purpose, for the sake of which a small social group is created and functions, is determined by society either independently to satisfy only social needs, or together with individuals to satisfy social and individual needs. An example of the first group is the collective of a mining and processing plant for the production of pellets for a metallurgical enterprise, an example of the second is an ambulance brigade. In any case, a small social group is a social form of involving an individual in public life in order to satisfy certain social needs.

A small social group is at the same time a transitional form from the individual to society and vice versa. Hence, the needs of a small social group represent a kind of unity of individual and social needs, they can be said to be a converted form. For in the main small social group, the individual, as a rule, does not satisfy his needs, but earns money, which is a universal means of satisfying, if not all, then many of the needs of the individual. At the same time, the social need realized in the activities of a small social group does not entirely belong to society, because it bears the stamp of the specific characteristics of this group. The exclusion of these features of small social groups is achieved through their generalization and expression in the activities of large social groups. For example, the specific features of the collectives of industrial enterprises disappear only in the activities of the total industrial workers: workers, engineers, managers (managers). Only in the activities of large social groups do the needs of society find their final form and realization. This activity is carried out, naturally, through the activity of individuals in small social groups. But it differs significantly from the activities of the same individuals who satisfy their own needs. Although quite often there is a coincidence of individual and social needs, when an individual likes his activity in a small social group and, accordingly, it satisfies his one or another need.

The needs of society are extremely diverse. For their satisfaction, the corresponding spheres are formed, which are either part of public life, or its side, aspect. The former have a certain spatio-temporal localization. For example, the economic sphere, political, household, medical, sports and physical culture, educational, etc. The latter are inherent in the entire society, representing one or another section of social life. For example, the moral sphere, aesthetic, legal, social, etc.

Each of the spheres of society develops and exists to meet a certain type of social needs. In accordance with this, the following social needs are distinguished:

• 1. economic- the needs of the production of material goods, their distribution and consumption;
• 2. social- the need to normalize relations between different social groups;
• 3. political - the needs of the exercise of power and government in society;
• 4. legal - the need to regulate relations between people by the norms of law, which are provided by the power of the state;
• 5. household - the needs of individuals necessary for the production of a person and the activities of people outside of working hours;
• 6. sports and physical education - the needs of physical development and improvement of a person;
• 7. medical - the needs of preserving and strengthening people's health, preventing and treating diseases;
• 8. educational - needs for the organization, provision and implementation of the process of assimilation of systematized knowledge, skills and abilities;
• 9. scientific - the need for knowledge of nature, society and man, their interaction;
• 10. spiritual - the need to create, distribute and

consumption of spiritual goods: literary, musical,

theatrical, moral, philosophical, religious and others;

11. socio-cultural - the need for the creation, distribution and consumption of material and spiritual benefits, values, services (restaurant, hotel, excursion, tourist, entertainment, folk art, etc.).

Social needs are realized in the activities of various large and small social groups, individuals who have their own specific needs, interests and ideas in relation to the same goods, values, services. This gives rise to the contradictory nature of their activities to meet social needs. Therefore, social needs are always internally contradictory. To the greatest extent, the state of inconsistency, the degree of its aggravation and the nature of its resolution depend on large social groups, the level of their maturity (they correctly or incorrectly understand their interests, they have a scientific or religious worldview, they relate egoistically or altruistically to other social groups, etc.) .) and the nature of the relationship between them (whether they are antagonistic or not, contradictory or compromise). Among large social groups, the leading role in determining the direction and nature of the satisfaction of social needs is played by the main political groups of society (in the history of mankind these are the ruling and oppressed, now - the nomenclature or the ruling elite and the people).

Formation and development of social needs

The concept of "formation of needs" of the population in theory and practice is considered in two aspects: firstly, as an objective process of their development, and secondly, as a certain type of activity of society and the state.

In the first sense, it characterizes the objective process of the movement of needs, determined by the law of their rise; in the second, it acts as a type of purposeful influence of society and the state on the upbringing of a harmoniously developed personality.

When analyzing the formation of needs as an objective process, it is important to correctly identify the factors that determine it.

Factors of the formation of needs - conditions and circumstances under the influence of which the needs of the population are formed and developed.

These factors are divided into objective and subjective.

Objective factors include those that act independently of the will and consciousness of people and are external to the person himself as a bearer or subject of needs. These include the socio-economic, cultural and living conditions of the population in a given country, on which the degree of development of needs and the possibility of meeting them directly depend; the level of development of productive forces and production relations, which determines the living conditions of the population; the level of social production and scientific and technological progress; the intensity of its penetration in the sphere of personal consumption; natural and climatic conditions; age and sex composition of the population, the number of families, their composition, etc.

Subjective factors depend on the individual himself, the psychophysiological characteristics of the individual. These are the opinions, preferences and tastes of a person, his inclinations, habits, etc. However, as is known from sociology, they are also formed in a certain social environment, which significantly influences them.

The process of formation and development of personal needs are characterized by certain patterns. Distinguish between general patterns of formation and development of needs and specific ones.

General patterns of the formation of needs are inherent in any social system and are manifested at all stages of the development of human society, for example, the growth of the overall size of needs, their qualitative rise and improvement.

Specific characterizes certain aspects of the development of personal needs, including those inherent in certain socio-economic formations.

Means of forming needs are levers with the help of which the state and society purposefully influence the processes of development of needs. These include: educational and propaganda activities, promotional activities aimed at arousing and forming a need for a specific product and service. The use of various methods of influencing the consumer presupposes knowledge of the motives of his behavior, tastes, preferences. The specificity of modern demand is such that it is not economically profitable to produce goods designed for a universal level of requirements. It is advisable to create such products that would meet the specific requirements of a certain contingent of consumers, depending on demographic characteristics, living conditions, climatic and household characteristics. For example, it makes no sense to build a fashion salon in urban slums, or sell air conditioners in Kalym or Alaska.

It is possible to effectively use a differentiated approach to the study, satisfaction and formation of demand of various categories of consumers on the basis of the so-called market segmentation, which considers the market not as a homogeneous mass, but as a sum of segments (sectors), in each of which a special nature of demand is manifested. Market segmentation involves carrying out work on the typology of consumers, that is, identifying the most important types of consumers and their specific requirements depending on demographic, socio-economic, psychological and other differences. For example, research into the formation of the population's demand for clothing indicates the presence of two main age groups with different requirements for modern clothing. So the first group - the youth - makes increased demands on aesthetic parameters, the appearance of clothing items, its compliance with fashion, etc. The second group - older people - gives preference to the convenience of clothing, the materials used. In this case, it is worth taking care of the store's design, age, gender and the external data of the seller. That is, it is necessary to calculate everything based on the needs of the part of society with which the store, salon or industry deals.

Some types of needs in any society are formed over the years. They are passed down from generation to generation and take root in the subconscious of members of society. This is influenced by many factors, including the social structure, some natural resources, ideology. Traditions and customs take place. All of this refers to non-price drivers of demand change.

More than once I have used the word "demand" instead of the word "needs." The closeness of these concepts is obvious: suppose a need has passed the stages of origin and suffers a stage of flowering, then the demand for the object of this need, that is, the good, will increase. But the concept of "need" is much broader and more varied.

Methods of forming needs - specific ways of using individual funds for active targeted impact on the needs of the population.

Distinguish between economic, socio-psychological and organizational means and methods of forming needs.

The economic means of forming needs include those that are associated with the economic activities of society, individual enterprises and industries, as well as individuals as carriers of needs. The main of these means are: the production of goods, especially new ones, which gives rise to life and forms the needs for them; progressive changes in the so-called consumption infrastructure (for example, gasification and electrification of households, the development of highways, computer networks, and other communication routes that connect residents of different regions, and simplify the transfer of information. This affects both the consumers themselves and their lifestyle in the whole.

The socio-psychological means of forming needs include those with the help of which the consumers' consciousness is influenced. With the help of these funds, it is possible to stimulate the development of some needs, to limit socially unpromising, irrational needs.

Organizational tools are associated with the very organization of the process. These include sales exhibitions, various kinds of product views, exhibitions of new products, demonstrations of clothing models.

Organizational tools are used in close interaction with socio-psychological ones.

There are many methods and factors for shaping needs. Business people who begin activities aimed at working with society need to study in detail the objective factors that shape the needs of this society, otherwise they may become victims of their own shortcomings.

Review questions and tasks

• 1. What needs are public?
• 2. What needs are individual?
• 3. What are the individual mental and physiological characteristics of a person as the basis of human requests and needs.
• 4. What is the source of development needs?
• 5. Expand the problem of the formation and development of social needs.

The states and needs of people that arise when they need something are the basis of their motives. That is, it is precisely the needs that are the source of the activity of each individual. A person is a willing creature, therefore, in reality, it is unlikely that it will turn out so that his needs are fully satisfied. The nature of human needs is such that, as soon as any need is satisfied, the next one comes first.

Maslow's pyramid of needs

Abraham Maslow's concept of needs is perhaps the most well-known of all. The psychologist not only classified the needs of people, but also made an interesting assumption. Maslow noted that each person has an individual hierarchy of necessities. That is, there are basic human needs - they are also called basic, and additional.

According to the psychologist's concept, absolutely all people on earth experience the needs of all levels. Moreover, there is the following law: basic human needs are dominant. However, high-level needs can also remind of themselves and become behavioral motivators, but this only happens when the basic ones are satisfied.

The basic needs of people are those that are aimed at survival. At the base of Maslow's pyramid are the basic necessities. Human biological needs are the most important. Next comes the need for security. Meeting a person's needs for security ensures survival, as well as a sense of the constancy of living conditions.

A person feels the needs of a higher level only when he has done everything to ensure his physical well-being. The social needs of a person lie in the fact that he feels the need to unite with other people, in love and recognition. After satisfying this need, the following are highlighted. A person's spiritual needs are self-respect, protection from loneliness, and feeling worthy of respect.

Further, at the very top of the pyramid of needs is the need to unleash your potential, to fulfill yourself. Maslow explained this human need for activity as the desire to become who he originally is.

Maslow assumed that this need is innate and, most importantly, common to each individual. However, at the same time, it is obvious that people are strikingly different from each other in their motivation. For a variety of reasons, not everyone manages to get to the pinnacle of necessity. Throughout life, people's needs can vary between physical and social, so they are not always aware of the needs, for example, in self-realization, because they are extremely busy with the satisfaction of lower desires.

The needs of man and society are divided into natural and unnatural. Moreover, they are constantly expanding. The development of human needs occurs due to the development of society.

Thus, we can conclude that the higher needs a person satisfies, the more vividly his individuality manifests itself.

Are hierarchy violations possible?

Examples of violation of the hierarchy in the satisfaction of needs are known to everyone. Probably, if the spiritual needs of a person were experienced only by those who are well-fed and healthy, then the very concept of such needs would have long ago sunk into oblivion. Therefore, the organization of needs abounds in exceptions.

Meeting the needs

An extremely important fact is that the satisfaction of needs can never occur on the principle of "all or nothing." After all, if this were so, the physiological necessities would be saturated once and for the whole life, and then there would be a transition to the social needs of a person without the possibility of returning. There is no need to prove otherwise.

Human biological needs

The lower level of Maslow's pyramid is those needs that ensure human survival. Of course, they are the most urgent and have the most powerful motivating force. In order for an individual to be able to feel the needs of higher levels, biological needs must be satisfied at least minimally.

Security and protection needs

This level of vital or vital needs is a need for safety and protection. It can be safely argued that if physiological needs are closely related to the survival of an organism, then the need for security ensures its long life.

The needs of love and belonging

This is the next level of Maslow's pyramid. The need for love is closely related to the individual's desire to avoid loneliness and be accepted into human society. When the needs of the previous two levels are met, motives of this kind take a dominant position.

In our behavior, almost everything is determined by the need for love. It is important for any person to be involved in a relationship, be it family, work team, or something else. A baby needs love, and no less than satisfaction of physical needs and the need for security.

The need for love is especially pronounced in the adolescent period of human development. At this time, it is the motives that grow out of this need that become the leading ones.

Psychologists often say that typical behaviors appear during adolescence. For example, the main activity of a teenager is communication with peers. Also characteristic is the search for an authoritative adult - a teacher and mentor. All teenagers subconsciously strive to be different from everyone else - to stand out from the crowd. Hence, there is a desire to follow fashion trends or belong to any subculture.

The need for love and acceptance in adulthood

As a person matures, their needs for love begin to focus on more selective and deeper relationships. Now needs are pushing people to start families. In addition, it is not the number of friendships that becomes more important, but their quality and depth. It is easy to see that adults have far fewer friends than adolescents, but these friendships are necessary for the individual's mental well-being.

Despite the large number of diverse means of communication, people in modern society are very fragmented. Today, a person does not feel like a part of a community, except perhaps a part of a family that has been going on for three generations, but many do not have this either. In addition, children who have experienced a lack of intimacy tend to fear it later in life. On the one hand, they neurotically avoid close relationships, as they are afraid of losing themselves as a person, and on the other, they really need them.

Maslow identified two main types of relationships. They are not necessarily matrimonial, but may well be friendly, between children and parents, and so on. What are the two types of love identified by Maslow?

Scarce love

This type of love is aimed at striving to make up for the lack of something vital. Deficient love has a specific source - it is unmet needs. The person may lack self-esteem, protection, or acceptance. This kind of love is a feeling born of selfishness. It is motivated by the desire of the individual to fill his inner world. A person is not able to give anything, he only takes.

Alas, in most cases, the basis of long-term relationships, including marital ones, is precisely scarce love. The parties to such an alliance can live together all their lives, but much in their relationship is determined by the internal hunger of one of the members of the couple.

Deficient love is a source of addiction, fear of loss, jealousy and constant attempts to pull the blanket over yourself, suppressing and subduing your partner in order to tie him closer to you.

Existence love

This feeling is based on the recognition of the unconditional value of a loved one, but not for any qualities or special merits, but simply for what he is. Of course, existential love is also designed to satisfy human needs for acceptance, but its striking difference is that there is no element of possessiveness in it. There is also no desire to take away from your neighbor what you yourself need.

The person who is capable of experiencing existential love does not seek to remake a partner or somehow change him, but encourages all the best qualities in him and supports the desire to grow and develop spiritually.

Maslow himself described this kind of love as a healthy relationship between people, which is based on mutual trust, respect and admiration.

Self-esteem needs

Despite the fact that this level of needs is designated as the need for self-esteem, Maslow divided it into two types: self-respect and respect from other people. Although they are closely related to each other, it is often extremely difficult to separate them.

A person's need for self-esteem lies in the fact that he must know that he is capable of much. For example, what will successfully cope with the tasks and requirements set before him, and what feels like a full-fledged person.

If this kind of need is not met, then there is a feeling of weakness, dependence and inferiority. Moreover, the stronger such experiences, the less effective human activity becomes.

It should be noted that self-esteem is healthy only when it is based on respect from other people, and not on status in society, flattery, and so on. Only in this case, the satisfaction of such a need will contribute to psychological stability.

Interestingly, the need for self-esteem manifests itself in different ways at different times in life. Psychologists have noticed that young people who are just starting to start a family and look for their professional niche, more than others need respect from the outside.

Self-actualization needs

The highest level in the pyramid of needs is the need for self-actualization. Abraham Maslow defined this need as the desire of a person to become what he can become. For example, musicians write music, poets write poetry, artists paint. Why? Because they want to be themselves in this world. They need to follow their nature.

For whom is self-actualization important?

It should be noted that not only those who have any talent need self-actualization. Each person, without exception, has their own personal or creative potential. Each person has his own vocation. The need for self-actualization is to find your life's work. The forms and possible ways of self-actualization are very diverse, and it is at this spiritual level of needs that the motives and behavior of people are most unique and individual.

Psychologists say that the desire to maximize self-realization is inherent in every person. However, there are very few people whom Maslow called self-actualizing. No more than 1% of the population. Why, then, the incentives that should induce a person to activity do not always work?

Maslow has identified the following three reasons for this adverse behavior in his writings.

First, a person's ignorance of their capabilities, as well as a lack of understanding of the benefits of self-improvement. In addition, there are ordinary doubts about their own abilities or fear of failure.

Second, the pressure of prejudice - cultural or social. That is, a person's abilities can run counter to those stereotypes that society imposes. For example, stereotypes of femininity and masculinity can prevent a young man from becoming a talented makeup artist or dancer, and a girl from achieving success, for example, in military affairs.

Third, the need for self-actualization can run counter to the need for security. For example, if self-realization requires a person to take risky or dangerous actions or actions that do not guarantee success.