Introduction

Every living organism, in order to live, needs certain conditions and means provided to it by the external environment. Man, like other living beings, needs certain conditions and means for his existence and activity. He must have communication with the outside world, individuals of the opposite sex, food, books, entertainment, etc.

Unlike the needs of animals, which are more or less stable in nature and limited mainly by biological needs, human needs constantly multiply and change throughout his life: human society creates for its members more and more new needs that were absent in previous generations.

Social production plays a significant role in this constant renewal of needs: by producing more and more new consumer goods, it thereby creates and brings to life more and more new needs of people.

The characteristic features of the needs are:

1) the specific substantive nature of the need, usually associated either with an object that people strive to possess, or with any activity that should give a person satisfaction (for example, a certain job, game, etc.);

2) more or less clear awareness of a given need, accompanied by characteristic emotional states (attractiveness of an object associated with a given need, displeasure and even suffering from unsatisfied needs, etc.);

3) the presence of an often poorly realized, but always present emotional-volitional state, oriented toward the search for possible ways to satisfy needs;

4) weakening and sometimes complete disappearance of these states, and in some cases even their transformation into opposite states when needs are satisfied (for example, a feeling of disgust at the sight of food in a state of satiety);

5) the re-emergence of a need, when the need underlying it again makes itself felt.

The purpose of this work is to study the basic theories and methods of measuring needs.

Ш study of literature;

Ш identification of basic concepts;

Ш study of basic theories of needs;

Ш study of the psychological aspect of identifying and measuring needs.

The essence of needs

In everyday life, a need is considered to be “need”, “need”, the desire to acquire something that is missing. Satisfying a need means eliminating the lack of something and giving what is needed. However, a deeper analysis shows that the need has a complex structure. There are two main components in it - objective and subjective.

The objective in needs is the real dependence of a person on the external natural and social environment and on the properties of his own organism. These are the needs for sleep, food, breathing and other fundamental biological needs, without which life is impossible, as well as some more complex social needs.

The subjective in needs is what is introduced by the subject, determined by him, and dependent on him. The subjective component of a need is a person’s awareness of his objective needs (correct or illusory).

Taking into account the relationship between the objective and subjective components of need, we can formulate the following definition:

Need is a human state that develops on the basis of a contradiction between what is available and what is necessary (or what seems necessary to a person) and encourages him to take action to eliminate this contradiction.

Only in the simplest, ideal case do people understand their objective needs well, see ways to satisfy them, and have everything necessary to achieve them. Most often it happens differently, and this is due to the following:

A person may have an objectively determined need for rest, treatment, education, or some items and services, but not be aware of it;

The need may be perceived unclearly and inaccurately, when a person vaguely senses it, but does not find ways to realize it;

In the most complex case, a person’s subjective aspirations do not coincide with his objective interests and needs or even contradict them, as a result, so-called pseudo-needs, perverted needs, unreasonable needs are formed (there are various terms to denote phenomena of this kind) Service activity. / Under the general editorship. Romanovich V.K. - St. Petersburg: Peter, 2005. - p.-16..

The very formulation of the question about the existence of “reasonable” and “unreasonable” needs (pseudo-needs) encounters a problem that has deep philosophical and ideological content: what is the criterion of reasonable needs? People have very different ideas about reasonable needs. For a scientist, the need for creative scientific research will seem most important, and the need for luxury will be considered ridiculous. The typical need for an artist is fame and wide recognition. A music lover feels the need to listen to music, and for an exhausted person, the need for food comes to the fore.

The needs can be divided into two large layers.

1. There are so-called primary, urgent, or vital needs, without the satisfaction of which a person cannot exist at all. These are the needs for food, shelter and clothing. However, ways to satisfy urgent needs are constantly changing, giving rise to new, secondary, or derivative, needs. Economists have formulated a special law - the law of increasing needs: the satisfaction of some needs leads to the formation of other, more complex ones.

2. The idea of ​​reasonable needs is based not only on the objective properties of the human body, but also on the system of values, ideological ideas that dominate in society as a whole or in a separate social group. Therefore, people who have similar primary, biological needs may have completely different social needs. Social needs are not inherited biologically, but are formed anew in each person in the process of education and familiarization with the culture of his time. These needs acquired during individual development depend on the social environment and the value system accepted in it.

In modern European civilization, humanistic values ​​predominate. Therefore, most people believe that reasonable are the needs, the satisfaction of which contributes to the development of the individual, the realization of the inclinations and abilities inherent in each person, as well as the progressive development of the entire human community. Society classifies as unreasonable, destructive (destructive) those needs, the satisfaction of which destroys the human personality and social system, for example, the need for alcohol, drugs, committing criminal and immoral acts, self-affirmation through participation in terrorist activities, etc.

Thus, there are socially approved, supported by society and the state types of needs that society recognizes as reasonable.

Actually, social needs are associated with the development of education, culture, the labor process, the use of technical devices, art and all types of human creative activity. Just as biological needs are subject to social adjustment in society, social needs are not isolated from biological ones. Any social need contains a biological component included in it, which must be taken into account when providing services to satisfy this need.

Needs as internal mental states regulate the behavior of an individual and determine the direction of thinking Management. / Comp. Basakov M.I. - M.: Dashkov and K, 2005. - p.-54.. A person strives to satisfy his needs. Depending on whether needs are met or not met, a person experiences states of tension or calm, emotions of joy or grief, feelings of satisfaction or dissatisfaction.

Human needs are diverse, but each individual is characterized by a certain system of needs. It includes dominant needs and subordinate needs. The dominant ones will determine the main direction of behavior. For example, a person experiences a strong need for success. He subordinates all his actions and actions to this need. This main need for success can be subordinated to the needs for knowledge, communication, work, etc.

As for macroeconomic and macrosocial factors, let us recall the historical situation that developed on the verge of the 19th - 20th centuries.

The need to deal with socio-technological problems of production, firstly, was dictated by the fact that at the end of the 19th - beginning of the 20th centuries. the question arose with all its urgency, How In conditions of rapid industrialization, it is most effective to include millions of people in the labor process.

This need reflected the objective process of division and enrichment of labor, which also occurred at previous stages. During this period, the development of the economy with inexorable consistency demonstrated the growth of new professions, the complication of others, and the disappearance of obsolete ones. Under the influence of the industrial revolutions of the 19th century. this process at the beginning of the 20th century. accelerated significantly. At first, changes in production were mainly of a quantitative nature and had little impact on the qualitative side. But the objective needs of production development gave rise to the need to introduce qualitative changes, among which the organization of labor acquired decisive importance.

Secondly, the ongoing process of concentration of production was accompanied by the creation of large enterprises, which, unlike previous economic units, numbered thousands and tens of thousands of workers. Preservation of previous forms and methods of labor organization did not fit into the new needs. It was necessary to organize the production process so that the technology for using materialized and living labor was rationally thought out and implemented. A strict algorithm for organizing labor was thus an objective necessity, within the framework of which each participant in the labor process was assigned a specific and clearly defined role.

Thirdly, it was necessary to overcome the largely remaining spontaneity and disorder of the labor process. Industrialization in many countries clearly showed that the path to success in those years lay in simplifying work, in creating a “model” of a workplace with “little freedom of action.” Taylor put forward and comprehensively substantiated the idea of ​​rationalizing the workplace by reducing freedom of action, which greatly increased labor productivity. Thanks to the rationalization of worker movements, optimal organization of supplies, arrangement of tools and equipment, high labor efficiency was achieved. New requirements led to the fact that man acted as an appendage of the machine, as a part of the production process, capable of rapid adaptation to changing technology. This approach contributed to a significant leap in the growth of labor productivity; it was then that the principles of its scientific organization were laid down, although attention was paid mainly to the external side of rationalization, organization, in the words of V.I. Lenin's "scientific system of squeezing out sweat."

Charlie Chaplin showed this in a grotesque form, but essentially convincingly, in the film City Lights, released in the late 1920s. There is an episode in the film when Chaplin demonstrates how busy a worker is: not only his hands, but also his legs are busy with certain operations. The worker also eats with the help of a machine, which, once spoiled, tried to stuff a napkin into the mouth of the worker, who continues to perform labor operations without stopping for a lunch break. This comical mise-en-scène makes the actor laugh - but what was it like for the real workers, whose capabilities and capabilities were used to the limit of what was permissible?

Objectively, the rationalization process led to a significant increase in labor productivity. The qualities of an employee were formed that were aimed at the accurate and unquestioning fulfillment of assigned tasks with their most detailed regulation, using the natural physical and physiological capabilities and inclinations of a person. Diligence, unquestioningness, and obedience have become the measure of the highest values ​​of employee behavior in the conditions of capitalist production.

Fourth, changes were required in the style and methods of production management. The calls “must”, “must”, “let’s work” turned out to be ineffective and ineffective - it was necessary to show how and in what way it is necessary not just to work, but effectively, with less effort, but with greater impact.

And this required the development of instructions, job responsibilities, workplace maps, which could only be created on the basis of a scientific generalization of the work practices of many professionally trained workers.

And finally, the increasingly widespread mechanization (and then the automation of production) required connecting the work of the machine with the activities of the worker, which turned out to be quite difficult, because the functioning of machines and mechanisms was often carried out autonomously, without taking into account the physical and physiological capabilities of a person.

This contradiction in the relationship between man and machine, first comprehended in the process of substantiating the position of a technological worker, arose constantly in subsequent stages of development. It remains relevant to this day.

Thus, the objective needs of society and production led to the emergence of the phenomenon of “technological man”, the essence of which was to control work methods and ensure the specification of the requirements for the rational organization of the activities of each participant in the production process. And although this requirement at first was embodied mainly in the formation of rules of behavior for workers, it soon entailed the need for a rational organization of the work of specialists (engineers, technicians), and then managers and production managers.

This trend in the social organization of labor, which emerged at the beginning of the 20th century, remains strong and influential to the present day. Of course, it did not remain unchanged: the subsequent years of the 20th century contributed to the increase in knowledge about the physical and physiological capabilities of man. The process of enriching knowledge was multifaceted and diverse. And if at first experiments were carried out mainly with the workplace as such, then the improvement of all parts of the production organization became relevant. Along this path, enormous social opportunities for workers were opened, many of which are still relevant today.

The revolutionary, cardinal significance of this new stage in the knowledge of human capabilities and their use in production lies in the fact that it was the question of working methods was raised. In other words, the principle was being implemented: to control not just the work process, but the techniques and methods that the employee used in the course of his production activities.

1. The essence of needs

3. Psychological aspect of needs

Conclusion

Bibliography

Introduction

Every living organism, in order to live, needs certain conditions and means provided to it by the external environment. Man, like other living beings, needs certain conditions and means for his existence and activity. He must have communication with the outside world, individuals of the opposite sex, food, books, entertainment, etc.

Unlike the needs of animals, which are more or less stable in nature and limited mainly by biological needs, human needs constantly multiply and change throughout his life: human society creates for its members more and more new needs that were absent in previous generations.

Social production plays a significant role in this constant renewal of needs: by producing more and more new consumer goods, it thereby creates and brings to life more and more new needs of people.

The characteristic features of the needs are:

1) the specific substantive nature of the need, usually associated either with an object that people strive to possess, or with any activity that should give a person satisfaction (for example, a certain job, game, etc.);

2) more or less clear awareness of a given need, accompanied by characteristic emotional states (attractiveness of an object associated with a given need, displeasure and even suffering from unsatisfied needs, etc.);

3) the presence of an often poorly realized, but always present emotional-volitional state, oriented toward the search for possible ways to satisfy needs;

4) weakening and sometimes complete disappearance of these states, and in some cases even their transformation into opposite states when needs are satisfied (for example, a feeling of disgust at the sight of food in a state of satiety);

5) the re-emergence of a need, when the need underlying it again makes itself felt.

The purpose of this work is to study the basic theories and methods of measuring needs.

Ø study of literature;

Ø identification of basic concepts;

Ø study of basic theories of needs;

Ø study of the psychological aspect of identifying and measuring needs.

1. The essence of needs

In everyday life, a need is considered to be “need”, “need”, the desire to acquire something that is missing. Satisfying a need means eliminating the lack of something and giving what is needed. However, a deeper analysis shows that the need has a complex structure. It distinguishes two main components - objective and subjective.

The objective in needs is the real dependence of a person on the external natural and social environment and on the properties of his own organism. These are the needs for sleep, food, breathing and other fundamental biological needs, without which life is impossible, as well as some more complex social needs.

The subjective in needs is what is introduced by the subject, determined by him, and dependent on him. The subjective component of a need is a person’s awareness of his objective needs (correct or illusory).

Taking into account the relationship between the objective and subjective components of need, we can formulate the following definition:

Need is a human state that develops on the basis of a contradiction between what is available and what is necessary (or what seems necessary to a person) and encourages him to take action to eliminate this contradiction.

Only in the simplest, ideal case do people understand their objective needs well, see ways to satisfy them, and have everything necessary to achieve them. Most often it happens differently, and this is due to the following:

Ø a person may have an objectively determined need for rest, treatment, education, or some items and services, but not be aware of it;

Ø a need may be perceived unclearly and inaccurately, when a person vaguely senses it, but does not find ways to realize it;

Ø in the most complex case, a person’s subjective aspirations do not coincide with his objective interests and needs or even contradict them, as a result, so-called pseudo-needs, perverted needs, unreasonable needs are formed (there are various terms for denoting phenomena of this kind).

The very formulation of the question about the existence of “reasonable” and “unreasonable” needs (pseudo-needs) encounters a problem that has deep philosophical and ideological content: what is the criterion of reasonable needs? People have very different ideas about reasonable needs. For a scientist, the need for creative scientific research will seem most important, and the need for luxury will be considered ridiculous. The typical need for an artist is fame and wide recognition. A music lover feels the need to listen to music, and for an exhausted person, the need for food comes to the fore.

The needs can be divided into two large layers.

1. There are so-called primary, urgent, or vital needs, without the satisfaction of which a person cannot exist at all. These are the needs for food, shelter and clothing. However, ways to satisfy urgent needs are constantly changing, giving rise to new, secondary, or derivative, needs. Economists have formulated a special law - the law of increasing needs: the satisfaction of some needs leads to the formation of other, more complex ones.

2. The idea of ​​reasonable needs is based not only on the objective properties of the human body, but also on the system of values, ideological ideas that dominate in society as a whole or in a separate social group. Therefore, people who have similar primary, biological needs may have completely different social needs. Social needs are not inherited biologically, but are formed anew in each person in the process of education and familiarization with the culture of his time. These needs acquired during individual development depend on the social environment and the value system accepted in it.

In modern European civilization, humanistic values ​​predominate. Therefore, most people believe that reasonable are the needs, the satisfaction of which contributes to the development of the individual, the realization of the inclinations and abilities inherent in each person, as well as the progressive development of the entire human community. Society classifies as unreasonable, destructive (destructive) those needs, the satisfaction of which destroys the human personality and social system, for example, the need for alcohol, drugs, committing criminal and immoral acts, self-affirmation through participation in terrorist activities, etc.

Thus, there are socially approved, supported by society and the state types of needs that society recognizes as reasonable.

Actually, social needs are associated with the development of education, culture, the labor process, the use of technical devices, art and all types of human creative activity. Just as biological needs are subject to social adjustment in society, social needs are not isolated from biological ones. Any social need contains a biological component included in it, which must be taken into account when providing services to satisfy this need.

Needs as internal mental states regulate the behavior of an individual and determine the direction of thinking. A person strives to satisfy his needs. Depending on whether needs are met or not met, a person experiences states of tension or calm, emotions of joy or grief, feelings of satisfaction or dissatisfaction.

Human needs are diverse, but each individual is characterized by a certain system of needs. It includes dominant needs and subordinate needs. The dominant ones will determine the main direction of behavior. For example, a person experiences a strong need for success. He subordinates all his actions and actions to this need. This main need for success can be subordinated to the needs for knowledge, communication, work, etc.

2. Theories of needs classification

Psychologists, sociologists and philosophers have made numerous attempts to provide a general classification of needs. Any of these classifications can serve as a basis for classifying the types of service activities aimed at satisfying these needs. So, there are needs:

Ø material and spiritual;

Ø predominantly social and predominantly biological;

Ø socially approved and socially disapproved, classified as unreasonable;

Ø essential, or basic, first order, and derivatives, second order.

Needs vary to a certain extent depending on several reasons: age, type of work activity, level of education and professional training, natural and climatic conditions, national characteristics, traditions, customs, habits, character traits, marital status, etc.

When a need is felt by a person, it awakens in him a state of striving to satisfy it (motivation to action).

Hierarchical theory, proposed to psychologists in the 1940s by Abraham Maslow, states that five basic types of needs form a hierarchical structure that largely determines human behavior. In Fig. Figure 1 shows a pyramid of needs: its lower steps form primary needs (basic). The needs of the third, fourth and fifth stages are the highest.

Need for self-expression

Need for recognition

Hierarchy of needs

according to A. Maslow Social needs

Need for security

Physiological needs

Rice. 1. Pyramid of needs

1. Basic physiological needs - food, water, shelter, rest, sex.

2. The need for security is the preservation of life and health, confidence in the future, etc.

3. Social needs - the need to be accepted, to receive support, to have a friendly attitude from people.

4. The need for recognition - the need to feel a sense of self-worth and need, social prestige, to see the respect of others, to have a high social status.

5. The need for self-expression - the desire to discover one’s abilities and self-improvement, for creativity and development.

According to the concept of A. Maslow, needs of a higher level arise and begin to act as a motivating factor if the needs of the previous level are satisfied at least partially. Needs of a higher level become relevant if the basic ones - stages I and II - are sufficiently satisfied. In unison with this, the thoughts of A. Morita sound: “People need money, but they want to enjoy their work and be proud of it.”

However, A. Maslow’s hierarchical structure of needs is not strict. Life demonstrates that the relative importance of different needs of people can change; life situations bring to the fore one or another need.

F. McClelland supplemented A. Maslow's scheme by introducing the concepts of the needs for power, success and involvement. Thus, this theory emphasizes needs at higher levels.

The need for power - this desire to influence other people - is located between the need for respect and the need for self-expression. People with this need most often manifest themselves as outspoken and energetic people who defend their original positions and are not afraid of confrontation. They require increased attention. They are often attracted to management, as it provides an opportunity to express and realize themselves.

The need for success (achievement) is satisfied by the process of bringing work to successful completion. Such people take moderate risks and like to take personal responsibility for finding a solution to a problem. Therefore, such people need to be motivated by setting them tasks with a moderate degree of risk or the possibility of failure, and delegate them sufficient authority to unleash initiative in solving the assigned tasks; encourage them regularly and specifically in accordance with the results achieved.

People with a need for belonging are interested in the company of acquaintances, establishing friendships, and helping others. These people will be attracted to jobs that give them the opportunity to socialize. Leaders must maintain an atmosphere that does not restrict interpersonal relationships and contacts, or devote more time and attention to these people.

Figure 2 shows F. McKelland's needs model.

Power

Needs model

D. McKelland Success

Involvement

Rice. 2. Needs model

F. Herzberg in the second half of the 50s proposed a model, identifying two groups of factors:

Ø hygienic factors associated with the external environment;

Ø motivational factors related to the nature of the work.

The first group includes:

Ø company policy;

Ø working conditions;

Ø earnings;

Ø relationships with management and colleagues.

These factors, if they are sufficient, only prevent the development of a feeling of dissatisfaction, but in themselves they are not factors - motivators.

To achieve motivation, it is necessary to ensure the influence of motivating factors (second group):

Ø feeling of success,

Ø recognition from others,

Ø growth of opportunities (opportunity for business and creative growth).

F. Herzberg believes that an employee begins to pay attention to hygiene factors only when he considers their implementation inadequate or unfair.

Surveys conducted by the Central Research Laboratory of Labor Resources showed that in industry and construction in Russia the main factors of dissatisfaction are poor social conditions, insufficient wages, that is, hygiene factors.

Of course, for individual people hygienic factors do not matter (for ascetics, primitive people with low needs, etc.). But people who show asceticism are not found so often, and therefore the creation of normal, human-worthy working conditions becomes important. Low wages also corrupt people, who become accustomed to having a bad attitude towards their duties and, as a result, lose their qualifications.

Its individual members, socio-economic groups of the population. They experience the influence of the production relations of the socio-economic formation under which they take shape and develop. Social needs are divided into two large groups: the needs of society and the population (personal needs). The needs of society are determined by the need to ensure the conditions for its...

Need- This is a lack of something necessary that a person experiences.

Needs can be divided into:

• Physical - food, clothing, safety
• Social – need for communication and affection
• Individual - need for knowledge and self-expression

Need

Need is a need that has taken a specific form in accordance with the cultural level and individuality of a person.

So, for example, when an American feels hungry, he thinks about a hamburger, a Russian thinks about dumplings, and a Muscovite thinks about sushi.

People's needs are practically unlimited. Every buyer prefers to choose those that have the highest customer value and are able to provide maximum satisfaction for the amount that the buyer is able to pay. Needs, supported by purchasing power, move into the category of requests.

For example, based on his purchasing power, each buyer chooses a car that best satisfies his needs for safety, prestige and comfort.

Requests

Requests- human needs, supported by his purchasing power.

Companies that are serious about . spend enormous effort in identifying the needs, wants and demands of their customers. They conduct research to find out customer preferences. Analyze complaints. Train sellers to identify customer requirements and satisfy them in a timely manner.

If you look closely, you will notice that large companies know almost everything about us. They invest heavily in what at times seemed ridiculous. You drink coffee sitting in front of the monitor, and they know how many spoons of sugar you put in the glass.

A full understanding of the needs, requirements and demands is necessary to develop a marketing strategy.

Human needs and economic benefits

Needs- the objective need of a person or group of people for something necessary to maintain the vital functions and development of the body and personality.

Good- this is a thing, a means, everything that satisfies human needs and meets the goals and aspirations of people.

The most common is the division of goods into tangible and intangible. Material benefits include: natural gifts of nature (land, air, climate), production products (buildings, machines, products), relations for the appropriation of material goods (patents, copyrights). Intangible benefits are benefits that affect the development of human abilities and are created in the non-productive sphere: healthcare, education, art, cinema, theater, museum.

Benefits are divided into limitless And limited (economic).

Non-economic benefits (limitless) are provided by nature without human effort. Economic goods include those goods that are the object or result of economic activity, that is, which can be obtained in limited quantities compared to the needs that they can satisfy.

Economic benefits are divided into:

• Consumer goods - directly satisfying people's needs (food, housing)
• Means of production - goods of a production nature (machines, equipment, minerals)

There are benefits: interchangeable(having the ability to satisfy needs at the expense of each other. e.g. margarine and butter) and complementary(satisfying needs only in combination with each other, for example: a car and gasoline).

Most economic goods are created in the process.

According to this theory, human needs develop from lower to higher, and an individual must first satisfy lower-order needs in order for higher-level needs to arise.

With all the diversity of needs, what is common to all of them is their limitlessness and the impossibility of complete satisfaction due to limitations.

Basic concepts and principles of service activities.

Service activities are carried out by individual entrepreneurs and service organizations. The result of their work is a service. A service is a product of labor, the purpose of which is to satisfy specific needs of people. The service sector is a sector of the economy where goods are produced, the beneficial effect of which is manifested in the very process of their creation and these goods are valuable to consumers.

Service sector is a set of economic sectors whose products are in the form of services. Principles of modern service:

*Offer binding. On a global scale, companies that produce high-quality products but provide poor supporting services put themselves at a serious disadvantage.

*Optional use. A company should not impose a service on a client.

*Elasticity of service. The company's package of service activities can be quite wide: from the minimally necessary to the most appropriate.

*Convenience of service. The service must be provided in a place, at a time and in a form that suits the buyer.

*Technical adequacy of the service. Modern enterprises are increasingly equipped with the latest technology, which dramatically complicates the manufacturing technology of the product. And if the technical level of equipment and service technology is not adequate to the production level, it is difficult to count on the required quality of service. This principle also requires the development and implementation of a special type of technology and equipment for service centers.

Objective and subjective needs as opportunities for the development of service activities

Service activity is a type of activity aimed at meeting people's needs by providing individual services.

Service activities are carried out by individual entrepreneurs and service organizations.

Objective needs: A person’s dependence on the external and social environment and on the properties of his own body.

Subjective needs: what is brought in by the person himself and depends on him. This is the very awareness of what a person wants, awareness of his needs.

Objective needs are constant and they are always sold, which contributes to the development of service activities. These needs are always in demand. As for subjective, which can also be called individual reasons, these reasons are much more difficult to satisfy (there are a number of nuances that are difficult to take into account in a given situation), but if subjective needs are satisfied, then this contributes to a high increase in demand for service activity.