Introduction
This topic attracted my attention and is interesting because the topic includes the most important stimuli of human activity - needs, interests and values. What a person needs, what he is interested in and what is dear to him in life - this is what is hidden in the title of this work.
Needs, interests and values are close and at the same time not identical fundamental concepts. They were developed in the history of social thought to designate the immediate causes of social actions, as a result of which changes and transformations occur in various spheres of life. Therefore, philosophical analysis of these categories is inseparable from the study of real life situations, social practice, and from the analysis of current problems currently facing our society.
Object research is a person, and subject research considering his needs, interests and values.
The purpose of the study is:
· Studying the content of the concepts “need”, “interest”, “value” and their relationship
The objectives of the study are:
· Define the concepts - “need”, “interest”, “value”
· Reveal the problems of “needs”, “interests” and “values”.
· Compare these concepts
Need
General concepts of need
need interest value
In modern social science, the term “need” has several common meanings.
Need - in the most general understanding - is an essential link in the system of relations of any acting subject, it is a certain need of the subject in a certain set of external conditions of his being, a claim to external circumstances arising from his essential properties, nature. In this capacity, need acts as the cause of activity (more broadly, as the cause of all life activity). This is the most general, philosophical meaning of the category “need,” which has a direct or indirect impact on the interpretation of this concept within the framework of sociology, political economy, general and social psychology, demography, a set of disciplines that study political processes, and other social sciences. The etymology of this concept is such that it extends to the entire world of organic and social life, as if pointing to the natural connection between these two highest forms of movement of matter. To a certain extent, it is this circumstance that explains both the versatility of the concept of need and its rather general nature.
The more detailed meaning of this category is associated primarily with the specification of ideas about the subject of activity, and, consequently, about the bearer of needs. This can be any biological organism, a human individual, a naturally formed community of people (family, clan, tribe, people), a social stratum or social group within a given society (class, estate, nation, professional group, generation), society as a certain social system, a social institution operating within society (the education system, the state and its bodies, etc.), and finally, humanity as a whole. The specificity of the sociological analysis of the problem of needs lies in clarifying the relationships between the social subjects identified here. In this case, needs appear to be functioning at the level of society, social group and individual, and each of these levels has a certain originality, internal specificity. At the same time, they interpenetrate each other, forming an endless whirlpool of human aspirations and desires, a complex variety of factors that determine them, a motley picture of the results of these aspirations, manifested in the actions and deeds of people.
The intersection of the needs of these subjects, the coincidence between them, their unification and divergence, similarity and confrontation, the refraction of one level of development of needs in another form a complex system, the principles of development and functioning of which can be understood only on the basis of a materialistic understanding of history.
Another line of concretization of the category “need” is associated with the clarification of that totality of objects of existence, natural and social conditions of existence of the subject, which act as an object of need. The measure of “materiality” or “spirituality” of a need, the degree of its generality, its “down to earth” or, conversely, “sublimity” are determined not only by the properties of the subject himself involved in the relationship in question, but also by the properties of the object of need itself.
Various groups of social sciences study different blocks in a complex picture of needs. Some parts of it are developed in more detail, others are only indicated by a dotted line. Let us try to recreate the main contours of this picture in order to, based on them, formulate a more or less general concept of need.
In its most general meaning, the concept of need goes beyond the scope of social science. Need is an integral property of all living things, a moment of the very life of the organism, an internal stimulus for any behavior of a living being, it is something that requires its satisfaction, and this satisfaction itself is carried out in the process of active interaction between the organism and the world and the environment.
Need is a property of all living things, expressing the original, initial form of its active, selective attitude to environmental conditions. The very nature of this selectivity is determined by the state of the organism. In this selective attitude, in its desire for certain objects of the external world, for certain environmental conditions, an internal contradiction of the organism is revealed, a tension that must be relieved by the action of the organism itself. It is precisely due to the presence of one or another need that the body becomes the subject of action, activity.
Every complex organism is characterized not by any one need, but by a system of needs that is associated with the interaction of its functional structures. The more complex an organism is, the more important the interconnection of its parts becomes. The body's needs are dynamic, interchangeable, cyclical. Any need arises as a state of dissatisfaction, anxiety, grows more and more to the last limits, is satisfied and extinguished until a new tension arises as a result of the waste of vital forces. The limits of fluctuation of a need from its origin to its satisfaction are the characteristics of certain life cycles of an organism and, at the same time, the objective boundaries of its existence: a need that is aggravated to the extreme and completely unsatisfied leads to its destruction and death. Life activity itself is accompanied by a constant change of phases of states of needs, transitions of these phases into each other. The more complex the organism, the wider the range of its needs and the more diverse the forms of their satisfaction. In the most complex organisms, the cyclical nature of needs is complemented by their elasticity.
Socialization of human needs
World history is, first of all, the history of the development of human needs and ways to satisfy them, the history of the creation of material means of activity intended to realize these needs, and is by no means the history of pure thought, self-awareness, etc. One of the fundamental prerequisites of historical progress, K. Marx and F. Engels emphasized, is that “the first need itself is satisfied, and this generation of new needs is the first historical act.”
The animal does not know new needs. The life of even highly organized animals consists of satisfying a genetically specified range of needs. Differentiation of individuals of an animal herd according to their physical strength, endurance, and speed of reaction. Observation skills, communication skills, etc. does not lead to the emergence of new needs. The differentiation of the abilities of people, members of the human community, is a completely different matter. Here, individual differences lead to the search and selection of new means of activity, which transform, being consolidated in individual and group experience, into a new need for a given community of human individuals, which has a significant impact on increasing the vitality of the entire society.
At the very starting point, we are talking about satisfying the biological needs of the nascent collective. But the satisfaction of these needs of physical existence with the help of means of satisfaction created by man, that is, in a non-biological way. This is the essence of the first historical act. A qualitatively new type of evolution is emerging, based on the increase in the means of satisfying needs and on the transformation of these means into objects of new, strictly human needs. Consequently, the ability to expand the range of needs and to generate new ones is the most important moment in the socialization of needs, their humanization.
At the same time, this process of separating man from the animal world is also a process of qualitative transformation of human biological needs themselves, filling them with social content, due to the specific characteristics of people’s labor activity.
Read the text and complete tasks 21-24.
One of the important features of a social institution is its compliance with “social needs”. People, apparently, cannot exist without collective associations - communities and societies that persist for a long time. This trend is probably due to the biological dependence of people on each other, the advantages of cooperation and division of labor for survival compared with the efforts of individuals, and the exceptional ability of people to interact with each other on the basis of symbolic communication. But, despite the obvious advantages of collective life compared to individual life, societies are not automatically preserved. Part of society's energy should be directed towards self-preservation and self-reproduction. In this regard, researchers introduced the concept of “social needs” or “social functions”.
Almost all theorists of social sciences sought to determine what is necessary to maintain the functioning of society. Karl Marx believed that the basis of society is the need for material survival, which can only be satisfied through the joint activities of people; Without this, society cannot exist...
Other social science theorists view social needs differently. Herbert Spencer, who compared society to a biological organism, emphasized the need for “active defense” (we are talking about military affairs) to combat “surrounding enemies and robbers”, the need for activities that support the “basic means of subsistence” (agriculture, clothing production) ‚ the need for exchange (i.e. in markets) and the need for coordination of these different activities (i.e. in the state).
Finally, more modern researchers have compiled the following list of basic elements necessary to maintain the integrity of society:
1. Communication between members of society. Every society has a common spoken language.
2. Production of goods and services necessary for the survival of members of society.
3. Distribution of these goods and services.
4. Protecting members of society from physical danger (storms, floods, and cold), other biological organisms (such as pests), and enemies.
5. Replacement of retiring members of society through biological reproduction and through the assimilation by individuals of a certain culture in the process of socialization.
6. Monitoring the behavior of members of society in order to create conditions for the creative activity of society and resolve conflicts between its members.
These social needs are not automatically satisfied. To satisfy them, joint efforts of society members are necessary. These collaborative efforts are carried out by institutions. Economic institutions, including markets and production units such as factories, are created to satisfy the 2nd and 3rd needs. The family and educational institutions are associated with organized activities to satisfy the fifth need... Finally, legal and government institutions (courts, police and prisons) control the behavior of members of society.
(N. Smelser)
What biological and social features, in the author’s opinion, determine the existence of social institutions? Using the text, identify one biological and one social trait.
Explanation.
The correct answer should indicate the following features:
1) biological: the biological dependence of people on npyra, the advantages of cooperation and division of labor for the purpose of survival compared to the efforts of individuals;
2) social: the presence of social needs.
Traits can be given in other, similar in meaning formulations
Explanation.
The following examples can be given:
1) twin triplets were born in A.’s family (function of biological reproduction);
2) T.’s family keeps a cow, goats and poultry on their farm, and grows vegetables and fruit trees on their plot (the function of producing necessary goods);
3) in the P. family, parents explain to children how to behave in different situations, talk about the world around them (socialization function).
Other functions may be illustrated and other examples given.
Using social science knowledge, facts of social life, and personal social experience, provide three arguments to support the view that legal and governmental institutions are not the only ones that control the behavior of members of society.
Explanation.
The following arguments can be given:
1) rules of behavior are established in the family, which controls their implementation by household members;
2) in the political life of modern society, the function of social control is carried out by free media;
3) certain rules and standards of behavior are established by employers for their employees, educational institutions - for their students;
4) along with formal sanctions, informal sanctions are applied and are very effective.
Other arguments may be given
Explanation.
The correct answer should contain the following groups of needs:
1) the need identified by K. Marx: for material support for survival;
2) the needs identified by G. Spencer: for “active defense” to combat “surrounding enemies and robbers”, the need for activities that support the “basic means of subsistence”, the need for exchange and the need for coordination of these various activities;
3) additions of modern Shenykh: the need for communication, to replace retiring members of society, control over the behavior of members of society.
The needs of all groups can be presented in other, similar formulations
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Goals
To form a system of knowledge about a person and his needs in general and in modern society, means and methods of creating new needs, methods of meeting the social and cultural needs of the individual, family and society
Tasks
The study of the worldview that forms the deep basis of the activities of society and individual consumer behavior.
Analysis of the process of human formation in the course of history.
Studying the relationship between biological and social principles in a person, determining their influence on the development of needs.
Analysis of the emergence, management, changes of needs.
Find out what factors influence the formation of needs.
Studying the basics of service as a tool for satisfying human needs.
Analysis of the consumer purchasing decision process
1. Introduction.
Everything living on earth, be it a plant or an animal, fully lives or exists only if certain conditions are met by it or the surrounding world.
Already many centuries ago, during the existence of Homo habilis, the frontier of consumption began to expand. It was also physiological in nature. In the course of evolution, this boundary has gone beyond the limit of a purely physiological need. And at present, the needs for beautiful clothes, delicious food, and the pursuit of fashion and prestige are relevant, and employment in the labor market and the development of both large and small businesses depend on them.
The purpose of any human activity is to satisfy needs. A person works to provide himself with food, clothing, rest, and entertainment. A person who has no needs is a dead person.
Since ancient times, evolution can be reduced to several years of human development, and thereby simplify the understanding of the difference between higher and lower needs (secondary and primary). In scientific sources, this difference is defined as a concept for automatic understanding, that is, two categories are given, the difference in which the human brain catches quite quickly. What is their difference anyway? What distinguishes these concepts is what distinguishes a person from an animal, that is, the mind. Only primary needs are experienced by a person at birth. Since the time of evolution or a few years of socialization, a person and a creature with a low level of development turns into a highly organized one. The main sign of this transformation is the emergence at a certain stage of higher needs.
2.Human needs in different periods of history. Views of philosophers.
The needs of people in primitive society .
Primitive man deeply felt his connection with nature and unity with his fellow tribesmen. The awareness of oneself as a separate, independent person has not yet occurred. Behind all the needs of the people of the primitive era were the biological characteristics of the human body. These features found expression in primary needs - food, clothing, housing. The main feature of such needs is that they must be satisfied - otherwise the human body cannot exist at all. Secondary needs include those without which life is possible, although it is full of hardships. Primary needs had exceptional, dominant importance in primitive society. Firstly, satisfying primary needs was a complex task and required a lot of effort from our ancestors (unlike modern people, who easily use, for example, the products of a powerful food industry). Secondly, complex social needs were less developed than in our time, and therefore people’s behavior depended more on biological needs.
At the same time, the entire modern structure of needs begins to form in primitive man, which is very different from the structure of the needs of animals.
The main differences between humans and animals are labor activity and the thinking that develops in the process of labor. Since work is impossible without knowledge about the world, in a primitive society the need for knowledge arises.
Morality arose among the most ancient people to harmonize the interests of the individual and society (their tribe). She became the first powerful social regulator of human needs
The view of man among the thinkers of Antiquity (Democritus, Socrates, Plato, Aristotle).
The first Greek philosophers sought to build a harmonious relationship between man and the world. Democritus taught: “Reason and passion are the components of the human soul. Reason must curb passion."
Democritus drew attention to the increase in needs, the existence of reasonable and unreasonable needs.
Socrates. For Socrates, self-knowledge is the main and only human need.
Aristotle. A person receives the highest pleasure not in the consumption of material goods, but in the very process of theoretical activity - in contemplation
The main features of philosophical views on man and his needs in the Middle Ages.
Main features of philosophical views:
Theocentrism. The main reason for everything that exists, the highest reality and the subject of philosophical study is God.
Man is viewed as a dual being: bearing a divine image (possession of reason and will; freedom of creativity, love) and a sinful being.
Man and his needs in the philosophy of the Renaissance (XIV-XVI centuries).
The hour of anthropocentrism is coming. Earthly concerns constitute man's primary duty. He must realize himself, i.e. satisfy your needs.
Man and his needs in philosophy of the late XIX - early XX centuries.
At the beginning of the 20th century, there was a reassessment of values and a change in the model for posing problems.
Main features of philosophy of the late XIX - early XX centuries :
1. The twentieth century was the era of the flourishing of science and technology, the explosive growth of human needs and the means of satisfying them.
3.The concept of needs.
The body's needs are dynamic, interchangeable, and cyclical.
The concept " need“summarizes the needs of people, their aspirations, claims that require constant satisfaction. The needs of an individual and other incentives of his command are formed not only under the influence of his social status, but also under the influence of the entire way of life, the spiritual culture of society, and the social psychology of various social groups.
3.1 Classification of needs
There are various classifications of human needs, which are based both on the dependence of the organism (or personality) on some objects, and on the needs that it experiences. Needs are divided into primary (basic, innate) and secondary (social, acquired) needs.
In Russian psychology, needs are most often divided into material (the need for food, clothing, housing), spiritual (the need for knowledge of the environment and oneself, the need for creativity, aesthetic pleasures, etc.) and social (the need for communication, work, in social activities, in recognition by other people, etc.).
The needs of an individual are objectively necessary conditions for human existence.
Status needs are objectively necessary conditions for maintaining and developing a status position.
A person’s work is often one of the powerful factors in the formation of status needs.
Another source of status needs is the subculture of the environment to which the individual belongs. If in this environment many people have computers, use them, work or play on them, and talk about them, then owning a computer turns into a more or less strict condition of belonging to it.
3.2 Analysis of basic human needs
The main problems of needs analysis are to establish their composition, hierarchy, boundaries, levels and possibilities of satisfaction. These problems are closely interrelated.
The largest number of publications is devoted to the classification of needs. At least since the time of Aristotle, their division into physical and spiritual has been known. Currently, the classification proposed by the American psychologist A. Maslow is considered the main one. He identifies five groups of needs: physiological, safety, involvement (to the team, society), recognition and self-realization (self-expression). These groups form a hierarchical structure, i.e. it is assumed that needs are satisfied sequentially in the order in which they are listed. This diagram is usually depicted as a pyramid or ladder of needs.
In K. Alderfer’s classification, three groups of needs are distinguished: existence, connection and growth . This scheme, like Maslow's scheme, has a hierarchical structure.
D. McClelland highlights the needs achievement, participation and power. These needs do not have a hierarchical structure; they interact depending on the individual psychology of a person
Conclusion: Thus, the classification schemes known to us do not take into account:
1) the entire range of human needs;
2) individual differences in the composition, hierarchy and significance of needs;
3) levels of need satisfaction;
4) the dependence of needs on the values and goals of a person’s life.
Conclusion: Thus, having examined the view of human needs, it is clear that there is still no unified classification of needs and that each author bases the division on different approaches.
4.What does a modern person need in the 21st century.
At this stage of human development, the world is a clearly functioning machine, which consists of many cogs and gears. Everyone plays their role - an office worker works hard in a large company, and rarely has time for household chores. For dinner, he goes to a restaurant, where his needs are met by cooks and bartenders, and special machines do laundry and dishwashing at home. Now you don’t even have to pick up a vacuum cleaner - you can just earn enough money to buy a special robot. In the twenty-first century, we simply cannot imagine most of what our parents tell us - about lines for cheese and meat that was only on store shelves in limited quantities, about the opportunity to vacation only in the territory of one’s own country, about the shortage of clothing, and so on. Now we have the opportunity to worry, in fact, only about our financial situation. At first glance, there is nothing complicated - just work well in a promising company and earn money for any of your needs.
However, this progress has affected the human insides. In a critical situation, we remain completely helpless. We were fired from our jobs - we essentially lost our means of subsistence. The lights at home were turned off - our equipment did not work, and we felt lonely and abandoned. There is no Internet connection - we cannot order food delivery from a restaurant.
Man is such by nature that he needs to be able to do at least the bare minimum with his own hands. After all, screwing in a light bulb yourself, or preparing a delicious and nutritious lunch with your own hands is not as difficult as it might seem. Moreover, it is even pleasant, and can become not only a way to save financial resources, but also a real hobby.
Agree that we all sometimes get tired of monotonous work, and our work begins to seem like something meaningless, something that will not leave any trace of us. But a garden grown with your own hands will remind you for many years that we were in this world, and this is our work. Therefore, a person must now look for ways to at least for some time separate himself from the modern world with its crazy pace and try to be a little closer to nature.
It's no doubt wonderful that we don't spend our entire weekends doing laundry, cleaning, and cooking. Progress gives us a lot, but it also requires some sacrifices in return. Once we balance all our functions on many planes, we will experience real diversity in our lives.
5.Structure of needs
A. Maslow divided needs according to the sequence of their satisfaction when needs at a higher level appear after needs at a lower level are satisfied.
Biological(physiological) needs are determined by the need to maintain life. For normal metabolism, a person needs food, suitable living conditions and the opportunity to rest and sleep. These needs are called vital, since their satisfaction is essential for life.
Realization of need in safety.
Need in communication, love on the part of others is a psychological and social need, the implementation of which allows people to act in groups.
The need for recognition and self-affirmation is a social need, the implementation of which allows one to determine one’s place in society.
The need for self-expression is a creative, constructive need.
6.Stages of the consumer purchasing decision process
The starting point for studying the consumer purchasing decision process is the simple model presented in Fig. 2. It shows that marketing incentives and other stimuli penetrate the “black box” of the buyer’s mind and cause certain responses.
The Marketer's Task- understand what happens in the consumer’s mind between the arrival of stimuli and the manifestation of responses to them. Now it is necessary to consider the stages that the buyer goes through on the way to making a decision to buy and making it.
In Fig. 4. presents five stages through which the consumer passes. From this model it follows that the purchasing process begins long before the act of purchase and sale is completed.
The purchasing process begins with that the buyer is aware of the problem or need. Need can be aroused by internal or external stimuli. At this stage, the market actor needs to identify the circumstances that usually push a person to recognize the problem.
You should find out:
A ) what tangible needs or problems arose,
b) what causes their occurrence,
c) how they led a person to a specific product.
If the urge is strong and the product that satisfies it is readily available, the consumer is more likely to make a purchase. If not, then the need may simply be deposited in his memory. In this case, the consumer can either stop searching for information, or search a little more, or engage in active searches. When looking for information, the consumer can turn to the following sources:
Personal sources (family, friends, acquaintances).
Publicly available sources (mass media).
Sources of empirical experiences (touch, study, use of the product).
The question is how exactly the choice is made among several alternative brands, how the consumer evaluates the information. To evaluate options, you can identify several basic concepts with the help of which it is accomplished.
Firstly, there is a concept about the properties of a product.
Secondly, the consumer tends to attach different weights of importance to the properties that he considers relevant to himself.
Third, the consumer tends to create a set of beliefs about brands. A set of beliefs about a particular branded product is known as brand image.
Fourth, it is believed that the consumer attributes a utility function to each property.
Fifthly, the consumer’s attitude towards branded alternatives develops as a result of his assessment.
The evaluation of options leads to a ranking of the objects in the choice set. The consumer forms the intention to make a purchase, and the most preferred object.
The work of a marketer does not end with the act of purchase, but continues into the post-sale period. If the product meets expectations, the consumer is satisfied; if it exceeds them, the consumer is very satisfied; if it does not meet them, the consumer is dissatisfied.
The greater the gap between expected and actual performance properties, the greater the consumer dissatisfaction.
The process of purchasing industrial goods consists of eight stages (Fig. 5)
7. Factors shaping needs.
1) Natural and climatic conditions (place of residence);
2) National, cultural, religious ideas (traditions, habits, level of education);
3) Socio-economic living conditions (amount of income, advertising). In a society at a low stage of development, the structure of needs is dominated by primary needs, which are satisfied by a modest set of goods and services. In a developed society, emphasis shifts to needs of a higher order, and primary needs are satisfied by goods of a higher quality;
4) Scientific and technological progress.
External factors influencing consumer behavior.
Factors of external influence on the consumer include: culture, values, demographics, social status, reference groups, household. These factors represent the diverse influence of groups of different sizes on the consumer.
Macro influence: culture, social classes.
Micro influence: household, reference groups.
Culture - a set of values, ideas, objects of human labor and other significant symbols that help people, as members of society, communicate, interpret and evaluate situations:
Reflecting a certain level of human development of society and man;
Embodied in objective, material media;
Passed on to subsequent generations.
Social stratification.
Social classes are groups of people with approximately the same behavior based on their economic position in the market. They are united by similar values, interests, and income levels. Distinctive features of social. class - the tendency of its representatives to more or less the same consumer behavior, the presence of a certain social status; level of education, occupation and income level.
Distinguish working, middle and upper classes. These classes reflect differences among consumers that can be attributed to differences in brand and product choices.
Social stratification- formal inequality of classes in relation to each other. In conditions of uneven distribution of financial, material and other resources in society, stratification ensures social identification as a member of society. Power, income, property influence social life. position.
Social stratification is defined as the hierarchical division of society into relatively different and homogeneous groups according to the criteria of relationships of values and life styles.
The household .
Household - all occupants of a housing unit who maintain a common household, the basic unit of consumption for most consumer goods. Household appliances, furniture, and housing are consumed by households rather than by individuals.
The family household is the main mechanism for transmitting cultural values and social class values to the next generation.
The study of the family (household) as a separate consumer unit is of great importance due to the fact that:
a) many products are bought for the whole family;
b) Individuals' purchasing decisions may be largely influenced by the influence of other family members.
Internal factors influencing consumer behavior.
Internal factors of consumer behavior include the processes by which individuals respond to group influences, environmental changes, and marketing efforts.
Factors of internal influence on the consumer: life style, emotions, personality, motivation, learning, perception.
Perception, training, motivation as factors of internal influence on the consumer.
Perception - reflection in the cerebral cortex of objects and phenomena that affect sensations.
Emotions.
Emotions are strong, relatively uncontrollable feelings that influence behavior.
The simplest form of emotional experience is emotional tone, i.e. emotional coloring, a peculiar qualitative shade of the mental process, prompting a person to preserve or eliminate them.
There are a number of classifications of emotions. There are 8 main categories: fear, anger, joy, frustration, acceptance, disgust, anticipation, surprise.
Advertising messages that evoke emotional reactions are more likely to attract attention than neutral advertising. Advertising that generates positively assessed emotions increases the chances that the advertised product will be liked.
Life style.
Lifestyle influences the needs, attitudes of consumers and, consequently, the behavior of consumers when purchasing and using goods and services. Consumer decisions support or change lifestyles.
There are 5 segments of global lifestyle:
1) Aspirants.
2) Achievers.
3) Depressed.
4) Adapters.
5) Traditionalists.
8.Factors influencing purchasing behavior.
Focus on price (expensive-cheap);
Focus on quality (buy less, but of better quality, or buy more in reserve);
Brand orientation (purchasing a product as a category or choosing a competitive brand);
Spontaneity/calculation (purchases, including food, are carefully planned or made impulsively);
Innovation/traditionality (willingness to try, experiment, buy out of curiosity or conservatism, attachment to proven products);
Focus on imported or domestic products.
Service - any activity or benefit that one party can offer to another and which is essentially intangible and does not result in the taking of anything.
Services can be divided by object into social, personal and business.
By relationship: market, non-market and quasi-market. Personal services consumed by individuals and households, and the consumer evaluates the benefits. The individual and family are introduced to the way of life of a certain social stratum.
Business services consumed by collective buyers. They are aimed at minimizing risks and are profit-oriented.
Social and public services consumed by society as a whole. Consumers start from a theory of equity.
9. Influence on the structure of needs. The levers with which the state and society purposefully influence the processes of development of needs are means of forming needs. These include: educational and propaganda activities, advertising events aimed at arousing and creating a need for a specific product and service. Typical advertising goals determine the nature and features of the advertising message and are presented in the table.
|
Informative |
Formation of the company’s image Formation of the product’s image Providing information about the product Correction of ideas about the company’s activities |
|
Persuasive |
Changing attitudes towards the product Incentives to purchase the product Increasing sales Countering competition |
|
Reminiscent |
Confirmation of image Maintaining awareness and demand |
By object of advertising we can distinguish: product (product) advertising; prestigious (image advertising); destination advertising. It is advisable to highlight the last group only in tourist advertising. Product advertising has the main goal of creating and stimulating demand for certain types of goods and services. Image advertising is aimed at creating an attractive image of the company. Advertising of destinations in tourism is advertising of both a single country as a travel destination, and advertising of regions, regions, districts, etc.
Conclusion.
From this work the following conclusions can be drawn:
1. Need is always a need for something, objects or conditions necessary to maintain life. Correlating a need with its object transforms the state of need into a need, and its object into the object of this need and thereby generates activity, direction as a mental expression of this need
The concept of need is used in three meanings: as a designation
a) an object of the external environment necessary for normal life activity (need-object);
b) a mental state reflecting a lack of something (need-state);
c) fundamental personality traits, determining her attitude to the world (need-property)
Needs for material goods necessary to maintain life.
The needs of a global unification of people.
The service sector is a set of industries in the production and non-production spheres, united by the commonality of the function they perform - directly satisfying the needs of the population for services.
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A need is a certain need of an acting subject in the totality of the surrounding circumstances of his existence, attachment to external conditions, emanating from his personal nature. This essential link in the system of relationships with other people is the cause of human life. Needs extend to the entire sphere of social, material and organic life, indicating the close relationships between these concepts.
Manifestation of need
The need is manifested in the selective attitude of the individual to the existing conditions of the external world and is a dynamic and cyclical quantity. Primary needs relate to biological needs; in addition, a person feels the need to stay in society. The peculiarity of the need is such that it is an internal motivation and stimulus for activity, but at the same time work becomes a subject of necessity.
At the same time, doing something creates new needs, since certain funds and costs are needed to bring the plan to life.
Needs in society
A society that does not develop and reproduce is doomed to degradation. The needs of people in different eras correspond to the spirit of entrepreneurship and development, reflect dissatisfaction and despair, express collectivism, a common faith in future affairs, generalize people's aspirations and claims that need periodic satisfaction. The relationship between primary and secondary needs is formed not only in terms of social status, but under the influence of the accepted lifestyle, the level of spiritual development, and the diversity of social and psychological groups in society.
Without satisfying urgent needs, society cannot exist and reproduce social values at the level of historical and cultural standards. Urgent needs for movement, communication, and possession of information require society to develop transport, means of communication, and educational institutions. People care about satisfying primary and secondary needs.
Types of needs
Human needs are so diverse that to generalize them into different categories requires classification according to several criteria:
- Primary and secondary needs are divided in importance;
- according to the grouping of subjects, collective, individual, public and group are distinguished;
- according to the choice of direction, they are divided into ethical, material, aesthetic and spiritual;
- if possible, there are ideal and real needs;
- by area of activity, the desire to work, physical rest, communication and economic areas are distinguished;
- According to the method of satisfying needs, they are divided into economic, requiring limited material resources for production, and non-economic (need for air, sun, water).
Primary Needs
This category includes innate physiological needs, without which a person cannot physically exist. These include the desire to eat and drink, the need to breathe clean air, regular sleep, and satisfaction of sexual desires.
Primary needs exist at the genetic level, and secondary needs arise with increasing life experience.
Secondary needs
They have a psychological nature, they include the desire to be a successful, respected member of society, the emergence of attachments. Primary and secondary needs differ in that failure to satisfy the desires of the second category will not lead the individual to physical death. Secondary aspirations are divided into ideal, social and spiritual.
Social needs
In this category of desires, the need to communicate with other individuals, to express oneself in social activities, and to gain general recognition prevails. This includes the desire to belong to a certain circle or social group, to occupy not the last place in it. These desires develop in a person in connection with his own subjective ideas about the structure of a given layer of society.
Ideal Needs
This group includes the desire to develop independently, manifested in the desire to receive new information, explore it and navigate in society. The need to study the surrounding reality leads to an awareness of one’s place in the modern world, knowledge of the meaning of life leads to an understanding of one’s purpose and existence. Intertwined with the ideal are primary needs and spiritual desires, which represent the desire for creative activity and awareness of beauty.
Spiritual aspirations
Spiritual interests develop in a person in connection with the desire to enrich life experience, broaden his horizons, and develop creative abilities.
The growth of personal potential forces an individual not only to be interested in the culture of humanity, but also to care about representing the values of his own civilization. Spiritual aspirations presuppose an increase in psychological tension during emotional experiences, awareness of the value of the chosen ideological goal.
A person with spiritual interests improves his skills and strives for high results in the field of activity and creativity. An individual treats work not only as a means of enrichment, but learns his own personality through work. Spiritual, biological and closely intertwined. Unlike the animal world, in human society the primary need is for biological existence, but it gradually turns into a social one.
The nature of the human personality is multifaceted, hence the variety of types of needs. The manifestation of aspirations in various social and natural conditions makes their classification and division into groups difficult. Many researchers offer various distinctions, putting motivation at the forefront.
Classification of needs of a different order
Primary human needs are divided into:
- physiological, which consists of the existence and reproduction of offspring, food, breathing, shelter, sleep and other needs of the body;
- representing the desire to ensure comfort and safety of living, work to obtain benefits, and confidence in future life.
Secondary needs acquired during the course of life are divided into:
- social aspirations to gain connections in society, to have friendly and personal attachments, to take care of relatives, to gain attention, to participate in joint projects and activities;
- prestigious desires (to respect oneself, to gain recognition from others, to achieve success, high awards, to move up the career ladder);
- spiritual - the need to express oneself, to realize one’s creative potential.
Classification of desires according to A. Maslow
If you find out that a person has a need for shelter, food and a healthy lifestyle, then you have identified a primary need. Need forces an individual to strive to obtain essential benefits or change an undesirable situation (disrespect, shame, loneliness, danger). The need is expressed in motivation, which, depending on the level of personal development, takes on a specific and definite form.
Primary needs include physiological needs, for example, procreation, the desire to drink water, breathe, etc. A person wants to protect himself and his loved ones from enemies, help them treat diseases, and protect them from poverty. The desire to get into a certain social group sends the researcher to another category - social needs. In addition to these aspirations, the individual feels a desire to be liked by others and demands respectful treatment.
They are constantly changing; in the process of human evolution, motivation is gradually being revised. E. Engel's law states that the demand for low-quality food products decreases as income increases. At the same time, the demand for food products, which are required of increased quality while improving the standard of human life, is increasing.
Motive of behavior
The existence of needs is judged by a person’s deeds and behavior. Needs and aspirations are referred to as quantities that cannot be directly measured and observed. Researchers in the field of psychology have determined that certain needs motivate an individual to act. The feeling of need forces a person to act to satisfy needs.
Drive is defined as a lack of something that turns into a certain course of action and a person concentrates on achieving the result. The result in its final manifestation means a means to satisfy desire. If you achieve a certain goal, it may mean complete satisfaction, partial or incomplete. Then determine the ratio of primary and secondary needs and try to change the direction of the search, while leaving the motivation the same.
The amount of satisfaction obtained as a result of an activity leaves a mark on memory and determines the behavior of the individual in the future under similar circumstances. A person repeats those actions that caused the satisfaction of primary needs, and does not commit actions leading to failure to fulfill his plans. This law is called the law of result.
Managers in modern society model situations that allow people to feel satisfaction through behavior that benefits them. For example, a person in the process of production activity must imagine the completion of work in the form of a meaningful result. If the technological process is structured in such a way that the individual does not see the final result of the work, this will lead to the disappearance of interest in the activity, violation of discipline and absenteeism. This rule requires the administration to develop the production sector in such a way that technology does not conflict with human needs.
Interests
They can manifest themselves as direct and indirect. For example, each student is indirect to certain aspects of his thesis, calculations, and drawings. Whereas the immediate interest can be considered the protection of a fully completed work. In addition, interests can be negative and positive.
Conclusion
Some people have few interests, their circle is limited only by material needs, therefore the characteristics of the individual are determined by the desires of the person and the degree of his development. The interests of a banker may not at all coincide with the aspirations of, for example, an artist, writer, peasant and other people. How many people there are in the world, so many different needs, needs, aspirations and desires arise in them.
Maslow's classification of needs.
Classification of needs.
Stages of formation and functions of needs
The process of recognizing a need assumes its staged nature. This was well demonstrated by the example of the development of sexual desire in men (V.M. and I.V. Rivin).
The 1st stage is latent or the stage of need formation, during which a specific adjustment of sensitivity to external stimuli occurs.
Stage 2 - unconscious modality of need (motivation). It is characterized by the emergence in the subject of a feeling of some new state for himself. Psychologically, this is experienced as an increasing feeling of anxiety. The energy of motivation is still non-specific, which can motivate any other behavior.
Stage 3 is the stage of awareness of the need. It is characterized by the appearance of sexual desire. Subjects' reports indicated the emergence of pleasant sensations, thoughts, dreams and plans of a sexual nature.
Highlight two main functions personality needs: signaling and motivating.
The first is that the emergence of a need signals a person about the emergence of a deficit, a change in state (physical or mental), and the need for something. It is the altered state, whether conscious or unconscious by a person, that is the signal that triggers activity.
The second function is to encourage activity, activity to satisfy a need, in order to eliminate or strengthen the need state. Need acts as a source of activity, a stimulator of human activity and behavior
Biological (natural) needs
These are the general primary needs of the body’s life: the needs of nutrition and excretion, the need to expand living space, childbirth (reproduction), the need for physical development, health, communication with nature.
Submitting to the call of his nature, a person is encouraged to take actions aimed at immediately satisfying biological needs.
Material needs
We call material needs the means and conditions for satisfying biological, social and spiritual needs.
Among the variety of these needs, Marx identified three needs: food, housing and clothing.
Social needs
Unlike biological and material needs, social needs do not make themselves felt so persistently; they exist as a matter of course and do not prompt a person to immediately satisfy them. It would, however, be an unforgivable mistake to conclude that social needs play a secondary role in the life of man and society.
On the contrary, social needs play a decisive role in the hierarchy of needs.
We will classify these groups of needs according to three criteria:
1. Needs for others
2. Needs for yourself
3. Needs together with others
Needs for others are needs that express the generic essence of a person. This is the need for communication, protection of the weak
Need “for oneself”. The need for self-affirmation in society, self-realization, self-identification, the need to have one’s place in society, in a team, the need for power, etc.
Needs “together with others.” A group of needs that expresses the motivating forces of many people or society as a whole: the need for security, freedom, curbing the aggressor, the need for peace, a change in the political regime.
The peculiarities of the needs “together with others” are that they unite people to solve urgent problems of social progress.
The most respected person is a person who has a wealth of social needs and directs all the efforts of his soul to satisfy these needs.
Spiritual Needs
As we noted above, any need is characterized by a focus on some subject and encourages a person to master this subject.
The subject of spiritual need is spirituality.
Spirituality and consciousness are concepts of the same order. But not all consciousness is spiritual.
Spirituality is the desire to overcome oneself in one’s consciousness, to achieve high goals, to follow personal and social ideals, and universal human values. Spirituality is also manifested in the desire for beauty, for the contemplation of nature, for classical works of literature and art. Culture is the substance of spirituality; it contains the quintessence of the spiritual experience of humanity.
Spirituality is the most valuable wealth of a person; it cannot be bought or borrowed from anyone, it can only be formed through one’s own efforts. Only a spiritually rich person is capable of true unselfish friendship, of lasting love that binds a man and a woman in marriage.
Spirituality acquires more complete definition by comparing it with its antipode - the unspiritual.
Lack of spirituality is one of the main reasons for the loss of humanity in a person; alcoholism, drug addiction, cynicism of prostitution, immorality - all those vices that hinder social progress. An unspiritual person is an alienated person, he is alienated from the sublime form of his being.
Spiritual needs are the desire to acquire and enrich one’s spirituality. The arsenal of spirituality is infinitely diverse: knowledge about the world, society and man, art, literature, philosophy, music, artistic creativity, religion.
Value-based needs
The basis for identifying this group of needs is the classification of needs according to the criteria of their humanistic and ethical orientation, according to their role in the lifestyle and comprehensive harmonious development of the individual.
Based on these criteria, one can distinguish between reasonable and unreasonable (perverted) needs, true and false, progressive and destructive needs.
Let's consider reasonable and unreasonable needs.
Reasonable needs are needs, the satisfaction of which contributes to the normal functioning of the human body, the growth of the prestige of the individual in society, its humane development, and the humanization of all aspects of social life. The following criteria for reasonable needs can be distinguished:
1. A sense of proportion in satisfying needs, without leading to personality degradation.
2. Harmonious combination of different needs. Even a spiritual need cannot be recognized as reasonable if its satisfaction is achieved through the suppression of other (natural and material) needs.
3. Correspondence of needs to the abilities of the individual and the availability of means for their implementation.
4. Manageability of needs. Reasonable needs can be called those needs that are controlled by a person, and not vice versa, when needs control a person.
The formation and satisfaction of reasonable needs is a noble and honorable task of the system of public administration, education and upbringing, and the entire way of social life.
Unreasonable needs are a group of needs that create dead-end situations in the functioning of the human body, in the development of the individual, harm the interests of society, and if they become widespread, lead to the degradation of human society and the dehumanization of all social relations. The range of irrational needs is extremely wide: from smoking to drugs.
This is an excessive need for alcohol, drugs, homosexuality and lesbianism, and some plastic surgeries. These vices of modern society exist not so much from a lack of material goods, but from satiety with material goods and the lack of spirituality of man, the lack of ideals in people for which to fight.
Finally, the last of the groups of value-oriented needs is true and false needs.
Although the definition of this group of needs can hardly be considered absolutely correct, it nevertheless plays a certain role in the orientation of the individual in the complex intricacies of tastes, needs, and moods. In practical life there is no stable subordination in the hierarchy of needs. Depending on the conditions and life circumstances, either biological, then material, or spiritual need comes first.
A. Maslow’s theory of the hierarchy of needs has become widespread in foreign psychology. He identifies five levels of human needs:
1. Basic (basic or primary) physiological needs.
2. Need for security.
3. The need for love and social activity.
4. The need for respect and self-esteem.
5. The need for self-realization.
40. PRIMARY NEEDS are physiological in nature and, as a rule, innate. Examples include the need for food, water, the need to breathe, sleep and sexual needs.
SECONDARY NEEDS are psychological in nature. For example, the needs for success, respect, affection, power and the need to belong to someone or something. Primary needs are genetically determined, while secondary needs are usually recognized through experience.
38. CLASSIFICATION OF NEEDS IN DOMESTIC AND RUSSIAN PSYCHOLOGY In Russian psychology, needs are most often divided into material (the need for food, clothing, housing), spiritual (the need for knowledge of the environment and oneself, the need for creativity, aesthetic pleasures, etc.) and social (the need for communication, work, in social activities, in recognition by other people, etc.).
Material needs are called primary; they underlie human life. These needs were formed in the process of phylogenetic socio-historical development of man and constitute his generic properties. The entire history of people's struggle with nature was, first of all, a struggle to satisfy material needs.
Spiritual and social needs reflect the social nature of a person, his socialization. It should be noted, however, that material needs are also a product of human socialization. Even a person’s need for food has a socialized form: after all, a person does not consume food raw, like animals, but as a result of a complex process of its preparation.
35. CLASSIFICATION OF NEEDS BY POW.MCDOUGALL, G. MURRAY(N. Murray, 1938) identifies the following psychogenic needs:
in aggression, affiliation, dominance, achievement, defense, play, avoiding harm, avoiding failure, avoiding blame, independence, rejection, comprehension, cognition, help, patronage, understanding, order, attracting attention to oneself, recognition, acquisition, counteraction, clarification (learning), sex, creation, conservation (thrift), respect, humiliation.
37. CLASSIFICATION OF NEEDS ACCORDING TO K.HORNEY, E.FROM E. Fromm (1998) believes that a person has the following social needs:
1. in human connections (attributing oneself to a group, feeling “we”, avoiding loneliness);
2. in self-affirmation (the need to verify one’s own importance in order to avoid feelings of inferiority, infringement);
3. in affection (warm feelings for a living being and the need for reciprocal feelings - otherwise apathy and aversion to life);
4. in self-awareness (awareness of oneself as a unique individual);
5. in the system of orientation and the object of worship (involvement in culture and ideology, partial attitude towards ideal objects).
three factors determining the course of individualization. They are concretization, mentalization and socialization.
Specification ways of satisfying needs is based on the fact that each need is satisfied in a certain way and that the number of these ways is limited, since the willingness to use ineffective or harmful methods fades away, while the use of other methods is consolidated. This is the process of forming individual traits of human behavior. It leads to the consolidation in the course of everyday practice of one or more methods of action with the help of which an individual is able to satisfy a certain need.
Mentalization(Bailey, 1958; Claparède, 1930) is based on the reflection in consciousness of the content of a need or several of its aspects. It makes it possible for a person to consciously participate in specifying ways to satisfy needs and can significantly influence the course of activities that satisfy the need. For example, the realization that my way of behaving in. This situation is the result of satisfying a certain need, can trigger a creative search for other ways of action that are more consistent with my ideal-self, and encourage me to consider the question of the correct selection of motives (see Chapters I and II of this work).
Socialization ways of satisfying needs is based on their subordination to certain values of the culture within which our life flows (see MacKinnon, 1948, p. 124). 17 Condemnation of some means of action and approval of others, depending on moral standards, causes the relative unification of ways to satisfy needs, characteristic of a given culture.
48. The main functions of motives are the following:
incentive function, which characterizes the energy of the motive, in other words, the motive causes and conditions a person’s activity, his behavior and activities;
guiding function, which reflects the direction of the motive energy towards a specific object, i.e. the choice and implementation of a certain line of behavior, since a person always strives to achieve specific goals. The guiding function is closely related to the stability of the motive;
regulatory function, the essence of which is that the motive predetermines the nature of behavior and activity, on which, in turn, depends the implementation in a person’s behavior and activity of either narrow personal (egoistic) or socially significant (altruistic) needs. The implementation of this function is always associated with a hierarchy of motives. Regulation consists of which motives are the most significant and, therefore, determine the behavior of the individual to the greatest extent.
Along with the above, there are stimulating, managing, organizing(E.P. Ilyin), structuring(O.K. Tikhomirov), meaning-forming(A. N. Lentiev), controlling(A.V. Zaporozhets) and protective(K. Obukhovsky) functions of motive.