Maslow's pyramid year. A satisfied need no longer motivates

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Emotional safety necessary for a person to feel comfortable.

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

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

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

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

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

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

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

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

Maslow's pyramid of needs is a visual representation of human needs in the form of a hierarchical pyramid. Based on the works of Abraham Harold Maslow, an American psychologist and founder of humanistic verse.

The main idea of Maslow's pyramid theory:

Each stage is a level of need.
A more increased need to be is lower, and a less pronounced need is higher.
It is impossible to satisfy a higher need without satisfying, at least partially, the lower one.
As needs are satisfied, desires—the needs of a person—shift to a level, step, higher.

Description of Maslow's pyramid:

Physiology– base needs of the body aimed at its vital activity (hunger, sleep, sexual desire, etc.)
Safety– the need to be sure that nothing threatens life.
Sociality– the need for contact with others and one’s own role in society (friendship, love, belonging to a certain nationality, experiencing mutual feelings...)
Confession– respect, recognition by society of his success, the usefulness of his role in the life of such a society.
Cognition– satisfying a person’s natural curiosity (to know, prove, be able to and study...)
Aesthetics– internal need and motivation to follow the truth (a subjective concept of how everything should be).
I– the need for self-realization, self-actualization, the highest mission of one’s existence, spiritual need, the most highest role a person in humanity, understanding one’s meaning of existence... (the list is very large - Maslow’s pyramid of needs - is often used by many people and “spiritual” organizations, with different worldview systems, and they put their highest concept of the meaning of human existence at the top).

Important Note. It is very easy to characterize the most basic need, and just as easy to satisfy it. After all, anyone can answer what to do to make a person well-fed. But as the height of the position increases, it becomes more and more difficult to answer what is needed to satisfy this particular need. For example, on step 4: recognition– some people only need to win the respect of their parents, while others crave public fame. There will no longer be a universal answer for everyone.

Controversial, disadvantages of the pyramid of needs

Firstly, myself I didn't invent the pyramid Mr. Abraham Maslow, and marketing companies that train their employees to increase sales. Maslow himself devoted half his life to the study of human needs. It turns out that this is - a primitive diagram of his works.

She can't stand it constructive criticism. For example, a person fasting (religious fasting) contradicts its concept.

This is a theory, and not an axiom - theories must be proven; proving the pyramid of needs is quite difficult. How to prove - if there is no specific universal tool for every person - "consumer meter"(how to measure the strength of a need?).

Positive aspects of Maslow's pyramid

She is very popular– studied everywhere in universities. It is used both in production - for personnel (even for organizing an employee’s workplace), in trade (searching for supply and demand), in trainings...

She is simple and concise– it is used in the absence of a more convenient theory of needs.

It's universal– suitable for different social organizations.

She's like a prototype– its revised “improved” versions are often found in various psychological concepts.

The history of the creation of Maslow's pyramid of needs. Conjectural thought

In general, I was looking at the pyramid - I had the feeling that this had already been seen somewhere.

A. Maslow himself mentioned that the transition from one need to another is a person’s life (by the age of 50 to the 7th step), but, in my opinion, it is still simpler:

Stages 1 and 2 (physiology and safety): these are the first years of the baby - all his needs are limited to food and the presence of his mother.

Stages 3 and 4 (social needs and recognition): the child has already grown up - he attracts all attention to himself; wants to be taken into account.

Stage 5 (cognition): period of “why”.

Stage 6 (aesthetics): adolescence - understanding what is good and what is bad.

Stage 7 (I - self-actualization): adolescence - maximalism, search - why I live.

P.S. I wanted to experimentally confirm this theory using the example of search queries from Yandex and Google. The idea itself: the higher the level (and the corresponding request), the less they look for it. The idea was partly a success (for example, the word [God] is searched for 1,000 times less than - [piiii...], cut out by censorship), but the problem arose in the objectivity of the evidence.

Abraham Maslow is an American humanistic psychologist who studied the problems of personal motivation, that is, the forces that motivate him to action. The result of these studies was Maslow's well-known Pyramid of Needs. This model is based on the assumption that they are hierarchized, that is, unequal, and satisfaction of conditionally higher ones is possible only after those at the lower level are satisfied. The pyramid of needs compiled by Maslow consists of 7 steps, it is based on the so-called basic or vital. These are the first steps, without “going through” them, without satisfying vital physiological needs, a person, according to Maslow, does not even think about higher-order needs.

The researcher combines needs into 5 groups:

Physiological. These include hunger, thirst, satisfaction of sexual desire, etc.
Existential. The desire for constancy of life, comfort, and a sense of security.
Social. The need for social contacts, communication, exchange of experiences, attention and care for both oneself and others, a sense of involvement and unity.
The need to assert oneself, receive praise and gratitude for work done, development, and respect from others.
Spiritual. Self-knowledge, self-realization, search for the meaning of life, self-actualization.

More detailed pyramid Maslow's needs are as follows:

Basic level. Satisfying it is mandatory for life. This includes needs for food, sex, sleep, etc.
Feeling confident. A person with satisfied basic needs becomes calmer, the search instinct becomes dulled and the need for protection and refuge appears, which within society is expressed in the need to find a close and understanding person, to gain care and understanding. It is from this level that Maslow's pyramid of needs indicates the predominance of social needs.
The need for belonging and love. The desire to feel part of the whole, to be needed and accepted. The need for understanding, tenderness, warm and trusting relationships.
The need for respect and recognition. Relatively speaking, a well-fed person who is accepted and loved strives for more - for the respect of strangers, for recognition of himself as a developed and capable person.
Cognitive needs. Following the acquisition of fame or recognition of the desired level, a thirst arises for “internal growth” - gaining new knowledge and development. The horizons expand, and such a person wants to understand the world around him, expand the boundaries of his knowledge. That is, concentration on one’s life is replaced by a desire for research, knowledge of the experiences of other people in particular and the laws of nature and the world in general.
The view from satisfying purely egoistic needs begins to gradually shift towards harmonizing life around oneself. Emphasis on beauty, harmony as in inner world person and externally. Rather ordinary needs are replaced by an attraction to art.
Highest level. The need for self-actualization. Under Maslow's self-actualization understood the natural desire of a person with satisfied needs of the lower levels to “full disclosure of himself.” Simply put, such a person—mature—becomes striving to find himself in the world and become useful to society. Serve others and share your knowledge, skills, and qualities with them. This level is the apotheosis of personality development that has gone beyond the egoistic satisfaction of needs.

It should be noted that Maslow’s pyramid of needs is only a model of the structure of a person’s motives. Which absolutely does not mean a reduction of the previous level upon achieving the subsequent one. A person striving for general well-being still wants to have close relationships, and also feels hunger and thirst.

Maslow's pyramid of needs contains information that a person has a natural desire to develop and self-actualize. However, this is only possible if current needs are met.

In today's publication I decided to combine the well-known Maslow's pyramid and personal finance. I will project Maslow's hierarchy of human needs onto financial sector, I’ll tell you what financial aspects and characteristics correspond to each of its stages, how to correctly build your financial pyramid of needs and why. I think it should be interesting, and most importantly, useful.

So, if anyone still doesn’t know what Maslow’s pyramid is in general, then I’ll briefly remind you. This is a stepwise representation of human needs in a hierarchy: from lower to higher, which was developed and proven by the American psychologist Abraham Maslow. Schematically, Maslow's pyramid is depicted as follows:

According to Maslow's theory, the hierarchy of human needs is as follows:

The first level (lower) is physiological needs.
The second level is security needs.
The third level is the need for communication, involvement in society, social groups.
The fourth level is the need for respect and social recognition.
The fifth level (highest) is the need for self-realization.

Maslow proved that in the vast majority of cases a person satisfies his needs in this order, adhering to this hierarchy. That is, for example, until his physical needs are satisfied, he does not think about safety, until he is safe, he does not think about belonging to society, etc. Although, in some cases, as with any rule, there may be exceptions, but in general this is the case.

How to project all this onto personal finances? Very simple! Any of the steps of Maslow’s pyramid depends to one degree or another on, and often this dependence is generally almost one hundred percent. Let's take a closer look.

To satisfy his physiological needs, a person needs money. For money, he buys food, water, clothing, housing (own or rented). I would like to draw your attention to the fact that this is the lowest need, without satisfying which it is impossible to think about satisfying the next needs in the hierarchy. Therefore, initially, first, a person should direct his financial resources here - to sufficiently and adequately satisfy physiological needs. Otherwise, he simply will not be able to fully satisfy higher needs.

Next in Maslow's pyramid are safety needs. How does personal finance fit into this? It’s also simple: in order to feel safe, a person modern world must have some kind of financial reserve. Because if he doesn’t exist, then under any force majeure he will not be able to find the necessary money and will find himself in a financial hole, which means that even the satisfaction of lower physiological needs will be at risk. Therefore, following Maslow's hierarchy of needs, secondly, a person should take care of creating financial and financial needs in order to feel relatively safe.

The next level of Maslow's pyramid is involvement in society, friendship, love, family. Is personal finance necessary here? Yes, we need them too! A person’s social circle very closely depends on his financial condition. And the higher it is, the better the quality, the more the path opens to satisfying the subsequent, higher steps of the pyramid. Is it possible to build a relationship, a family, without money? Even if yes, in some cases, it will most likely be a short-lived relationship. Because money still plays a very important role in the family. I once wrote an article and described this relationship. So when financial condition a person allows him to satisfy his physiological and security needs, he begins to “invest” finances in building relationships with society, relationships, and creating a family.

When these needs are satisfied, a person has a need for respect and recognition from society. In other words - in your activity of any kind - work, business, hobby, etc. Is personal finance necessary here? Undoubtedly! Any field of activity requires some kind of financial participation, without money you can’t go anywhere. But a person should think about this only when his lower ones in the pyramid are satisfied Maslow's needs.

And finally, the highest level of the pyramid is the need for self-realization. This is the acquisition of new aesthetic needs, the creation of a favorable environment for oneself, new successes, achievements, and strengthening of moral qualities. All this can be combined into two words: personal growth. Is there a connection between personal growth and personal finance? Yes, it does too. All this in varying degrees requires financial costs. And a person begins to spend money in this direction when all the previous steps of Maslow’s pyramid have already been fully satisfied.

Why did I even make this comparison: Maslow’s pyramid and personal finance? So that now you look around, and perhaps at yourself, and see that many people live, let’s say, incorrectly financially (this example is just one of the few that point to this).

What is this “wrongness”? The fact is that they mistakenly prioritize their needs and often “jump steps” in Maslow’s pyramid. That is, they strive to satisfy the highest needs (and, in a very dubious manner), at a time when their lowest ones are not even satisfied.

To make it clear, I will give a few examples.

Example 1. A person earns very little, he does not have enough money to eat well and buy quality clothes, he does not have his own home (lower physiological needs), and at the same time he buys an iPhone latest model, most likely also on credit (seeks to satisfy the need for respect and public recognition - you have an iPhone, which means it’s cool).

Example 2. Young people do not have a stable and good income, do not have housing or even the ability to rent it (physiological needs), do not have any financial assets (security needs), and at the same time start a family (social needs).

Example 3. A person who does not have a “penny to his name,” family, friends, work, income, public recognition (the 4 lowest steps of Maslow’s pyramid), dreams of becoming, say, a pop star, a great artist or poet (the highest level is self-realization).

I think it will be clearer with examples. Of course, I repeat that there are exceptions to any rule. And perhaps for someone who has similarly violated or is violating the hierarchy of needs of Maslow’s pyramid, everything will turn out well. But these are isolated exceptions that you shouldn’t count on too much.

Therefore, in conclusion, I urge everyone to adequately assess their needs and capabilities, follow the hierarchy proven by scientists and develop as nature intended. This is exactly what Maslow's pyramid reflects. Therefore, learn to correctly see and understand your needs, and direct your personal finances to meet these needs thoughtfully and in order of priority, and not spontaneously and chaotically. Then you will have complete order both in self-development and in finance.

In turn, the site will always help develop your financial literacy. Stay with us and stay tuned for updates. See you in other posts!

When it comes to pyramids, ancient structures located in Egypt and Mexico are pictured in a person’s mind. However, the topic of our conversation will be the term “pyramid”, which is used in psychology. American scientist Abraham Maslow introduced the pyramid of human needs in the mid-twentieth century. Based on the biographical information of many historical figures, the scientist deduced certain patterns in human needs. This article will look at Maslow's hierarchy of needs, as well as the various aspects associated with this pyramid.

Maslow's pyramid is a special diagram in which all human needs are presented in a hierarchical order

Before considering human needs according to Maslow, it should be said that in the scientific world there is an opinion that the participation of the scientist himself in this issue was minimal. According to skeptics, scientists only put forward the basics of this idea, which were later disseminated by his followers. According to the very theory of human needs, then, according to this teaching, each individual needs the satisfaction of five basic incentives, which are characterized as stages.

At the first stage of the pyramid there are physiological stimuli, which are an integral part of human life. The satisfaction of these needs depends human life. This category of stimuli includes: eating, sleeping, breathing and, of course, reproductive functions. For some, this stage of the pyramid may seem “low,” but all these needs are a fundamental component of human life.

According to scientists, the inability to satisfy the above incentives can lead to reluctance to spiritual development. A person experiencing a feeling of hunger will not think about what subtext it carries. musical composition and will never spend his last money to buy a theater ticket. These fundamental incentives force a person to carry out professional activity, in order to spend the money you earn to satisfy your desires.

The second step of the pyramid is the need to feel one’s own security and stability. As an example of this stage, we will consider the behavior of newborns. Newborn babies, in addition to satisfying their need for food, crave protection from the world around them. Only this can explain that a prolonged hysteria can end in a few seconds after the child is in the arms of the mother. A similar need is observed in more mature years. It is important to note that the strength of expression of the desire to feel protected depends on the mental stability of a particular individual. The stimulus for a sense of security manifests itself in the form of installing locks on the doors in the apartment, taking out insurance and other actions aimed at creating one’s own safety from the outside world.

Maslow's pyramid of needs consists of five steps, each of which has an important role. The middle of this pyramid is a symbol of social needs. The desire for sociality is expressed by the desire of human consciousness to become an integral part of any group. The thirst to accept and give our love forces each of us to communicate with others, create families, give birth to children, and even have pets. Communication connections allow a person to strengthen self-esteem through his own behavior in relation to the people around him.

According to the scientist's research, a person has five basic needs

The fourth “floor” of the pyramid in question is the thirst for recognition by society. Satisfaction of the above incentives forces a person to turn his attention to other aspects of life. It is at this moment that a person feels an urgent need to be recognized as a leader or creator. Realization of one's own potential, along with public recognition, allows one to strengthen self-esteem and increase the desire for spiritual development.

The tip of the iceberg is the desire to unleash maximum creative potential. It is this desire that forces a person to develop his own spirituality by visiting various cultural events. Satisfying the incentives that are located at lower levels makes a person think about the structure of this world, the meaning of life and justice.

Various nuances

The table, created by an American scientist, examines various aspects of human personality development. However modern look this pyramid is not the result of Maslow's research. The “Hierarchy of Human Needs” in its familiar form was published in nineteen seventy-five. Abraham Maslow died in the early seventies, so the scientist could not take part in the publication of his own work in the form of an information graph.

There are also many controversial issues regarding the theory itself. According to many experts, the implemented incentives are not motivating. As an example, they give the argument that a person, having satisfied his need for food, will refuse to take part in a fight for food. A person seeking solitude will look for an opportunity to avoid noisy companies and intrusive communication. People with a lack of desire to recognize their own leadership qualities, do not adjust their behavioral model in order to satisfy the demands of society. According to experts, the relevance of a need determines the degree of its satisfaction. In order to determine the number of primary desires, it is enough to identify unsatisfied incentives.

Each step of the pyramid represents one level of needs

According to experts in the field of psychology, the classification of human needs according to Maslow’s system does not have practical application in modern realities. Opponents of the theory believe that this scheme are just inappropriate generalizations that have nothing to do with real life. When talking about this, they argue that each person should be considered on an individual basis. Let's imagine the life of a person who is not satisfied with his own position in society. Only a small proportion of people living with such “problems” take significant steps to change their lives.

In addition, such a common phenomenon as unrequited love is not built into this pyramid.
Also, if we take this theory as the basic model of human needs, it is difficult to attribute the fact that while in custody, many revolutionaries continued their activities. The same model does not fit the facts that many poets and artists of the “golden age” spent their lives in poverty, however, despite all life’s obstacles, they gave their art to their contemporaries.

According to unconfirmed data, the researcher himself eventually abandoned the needs model he created. Later works, published after the scientist’s death, speak of a modified concept of personal incentives. Thus, Maslow independently recognized the incompleteness of the model, which had the form of a pyramid with several steps. But, despite this, this particular pyramid is often used in the modern world by many marketers and psychologists.

Advantages and disadvantages

Maslow's pyramid classifies human needs into several groups, which are built in in a certain order. According to the hierarchy, all human stimuli are divided into two categories:

basic (physiological);
sublime (spiritual).

A person has a simultaneous desire to satisfy both types of needs, but the basic incentives are considered dominant. Based on this, we can say that a person begins to think about the “sublime” only after he is completely saturated with baser stimuli.

Here we should pay attention to the fact that the characteristics of human personality are unique to each individual, which suggests that the degree of expression of needs for each person may vary. That is why some people are trying to take a place among " powerful of the world this,” while for others it is enough to receive support from their own loved ones. This breadth of the spectrum of human desires is an integral component of each level of the hierarchy.

In order to satisfy your own desires, you need not only to interpret them correctly, but also to find an adequate way to fulfill them, otherwise, goal achieved may bring disappointment.

Without satisfying (at least partially) basic needs, it is extremely difficult to move up the pyramid

Maslow's theory has many opponents who criticize not only the hierarchy of incentives, but also the fact that human desires cannot be satisfied once and for all. Maslow's opponents say that according to the scientist, man is represented as an animal that constantly needs various stimuli. Many opponents of the pyramid in question talk about the inappropriateness of its use in real life.

Today, this pyramid is used as one of the main tools in marketing, advertising and business. However, in defense of the scientist, we can say that this model of human needs was created for a completely different purpose. As the psychologist himself said, his model was created in order to provide answers to those questions that cannot be solved by other methods. According to him, this table of needs, presented in the form of a pyramid, is only a representation of the motives for human actions that are performed by people throughout their lives.

Practical use of Maslow's pyramid

According to experts, most human needs are basic and never change. Only the ways to achieve what you want change. To date, Maslow’s pyramid has found application in the following areas:

management;
analytics;
marketing.

The first example of the scope of this information graph is important. Personal motives and knowledge own desires help not only to successfully realize oneself in the professional field, but also to avoid mistakes when choosing a field of activity. That is why a person must be able to understand his own motives and desires.

Also, the use of the hierarchy of needs has found its demand in the field of analytics, when creating a long-term strategy aimed at specific results. Knowledge of human desires allows the analyst to draw up long-term forecasts, which will be relevant even after several years. Thus, companies engaged in the production of various goods are able to provide their own products to the market in a timely manner.

In marketing, this hierarchy of human incentives is most often used. According to scientists, the application of the theory allows us to understand which desires are more typical for each representative of the social stratum. Thanks to this technique, companies providing services or producing goods are able to monitor the dynamics of the desire market. It is important to note here that the degree of importance of needs and place in the hierarchy can change under the influence various factors. These factors include the economic crisis.

As Maslow argued, a person should ideally achieve highest level by about fifty years of age

There are also “eternal” incentives that are at the very bottom of the pyramid. That is why medical services and food stores will be in demand in any situation. In the case of fashionable technical products and clothing, the demand for such products depends on financial well-being a single country. This is why many companies spend a lot of time analyzing human incentives and desires. The development of consumer demand allows you to increase or decrease the scale of production. In addition, a thorough analysis allows entrepreneurs to promptly abandon low-profit activities.

Experts note that the technique in question is used exclusively on humans. It is not advisable to use this method as a tool for analyzing competitors, due to the complexity of the analysis and the possible wide range of structural unit the company in question.