Define the customer profile content Introduction the essence and content of the concepts of need and need Theories of classification of needs

2 Theories of classification of needs
Classification of needs causes considerable difficulties, since, firstly, human needs are very diverse and historically variable, and, secondly, the question of the basis of classification is difficult to solve, which has its roots in philosophical anthropology, in which there are also unresolved questions about the essence and structure of man. [5]
Needs can be divided into two groups-material, vital (in food, shelter, clothing) and spiritual (in communication, music, book)
According to the concept of needs of the famous American psychologist (of Russian origin) Abraham Maslow, human needs form a pyramid (Figure 1). The base of the pyramid is made up of physiological needs (in water, food, etc.above them is the need for security (in order, security, stability); above them are the affiliative needs-in belonging and love (in belonging to a group, in recognition and acceptance); even higher-the need for respect, prestige (in self-esteem, competence, authority); the next row is formed by cognitive needs (the desire to know, explore); then there are aesthetic needs (in harmony, symmetry, beauty, order) and, finally, the need for self-expression, self-actualization (in the realization of one's goals, abilities).
According to P. V. Simonov, the need-motivational sphere of a person includes three groups of needs - vital, social, and ideal.
Within each group, you can select:
- conservation needs regulated by generally accepted, historically variable norms;
- development (growth) needs that exceed the existing norm.
Due to the needs of development, there is a steady expansion and elevation of needs.
In turn, vital (biological) and social needs are also divided into needs for oneself and needs for others. [6]
In humans, biological needs "for others" manifest themselves mainly as caring for loved ones, relatives, family members, and their well-being. At the social level - as concern for the interests of the group, the country, as altruism, patriotism.
In addition, P. V. Simonov highlights:
- the need to overcome, which is commonly called will. Being an auxiliary need, it contributes to the achievement of goals dictated by the actualization of any of the other basic (biological, social or ideal) needs;
- the need for armament, that is, for the accumulation of such knowledge as may be necessary to meet vital, social and ideal needs. It appears from early childhood in the form of needs for play and imitation.
The realization of the need for weapons in an adult person determines his qualifications, competence, thereby determining the social value of the individual. Meeting this need gives a person confidence in their own abilities. Insufficient armament causes feelings of anxiety, inferiority, dependence on others, envy and jealousy. Without the need for overcoming and the need for armament, the satisfaction of vital, social, and ideal needs would be difficult. [5]
Another typology of needs, authored by Henry Murray, is also of interest. This typology is based not only on the needs themselves, but also on the availability of certain goods necessary to meet them. Moreover, the good is understood not only as goods and services, but also as various socio-psychological factors (love, joy, prestige, etc.). In the personology of G. Murray, needs are classified on four grounds::
1) primary and secondary;
2) positive and negative;
3) explicit and latent;
4) conscious and unconscious.
These needs exist in three states::
1) refractory, when no stimulus contributes to the awakening of the need;
2) suggested when the need is passive, but can be aroused;
3) active, when the need determines the individual's behavior.
In general, all needs interact and mutually influence each other. Murray G. accepts the position of the hierarchy of needs, but introduces the concept of dominance in relation to those needs that "not being satisfied, begin to dominate with the greatest force." Minimal satisfaction of the dominant needs is necessary before others can take effect. In cases where different needs are realized in the same behavior of an individual, G. Murray speaks of a shift in needs. Another important type of relationship of needs is described by the concept of subsidy. A subsidizing need - one that serves to satisfy another, is only a tool for satisfying another need. [1]
There are also various classifications of human needs, which are based on the dependence of the body (or personality) on some objects or on the needs it experiences. So, A. N. Leontiev defined the needs of the subject and functional.