Scale of needs

Abraham Maslow, in A theory of human motivation (1943), established a hierarchy, a scale of human needs. Formed in the form of a pyramid, it argues that as the most basic ones are satisfied (at the bottom), others of a higher level emerge. In the last of them is “self-realization”, which is nothing more than a level of complete happiness or harmony.

It should be noted that this theory of human needs not only had great success in the field of psychology, but has also been widely applied. in the world of marketing and advertising. Let’s see what it consists of.

The scale of needs according to Maslow

The scale of needs proposed by Maslow It consists of a pyramid of five levelswhose first four can be grouped as “deficit needs”, while the highest level called “self-actualization” would be classified as a “growth motivation” or “need to be”.

The central approach of this proposal is that, As the lower needs are satisfied, the person will begin to attend to the higher needs..

Below we present the five levels of this hierarchy, starting with the most basic and culminating with the highest of all.

1. Basic needs

These are the basic physiological needs, whose satisfaction guarantees the homeostasis of the organism and survival. Among them are: breathing, eating, hydrating, sleeping, eliminating body waste, maintaining body temperature (clothing), sex, among others.

2. Security needs

When physiological needs are not a serious concern or problem, security becomes the dominant personality pattern. Therefore, at this level of the hierarchy there is the need to ensure the integrity of one’s own body, to have resources to live (such as money), to own a homeamong others.

Therefore, investing in life insurance, home insurance or worrying intensely about savings are the indicators of the vast majority of people who reach this level. This level provides us with the step to begin building more stable self-development. We need a solid foundation on which to evolve.

security needs They are manifestations of fearwhere the main interest revolves around protection, being away from dangers and staying close to situations of order and a predictable future.

Maslow was aware of the need for a strong support that would be able to hold as a base to be able to climb all the steps to the peak of his pyramid. In fact, in certain respects, Maslow and Buddhist psychology agree: if we do not have certain levels of security satisfied, all we do is survive.

3. Needs for affiliation and affection

If the individual satisfies the previous levels, then they will be able to focus on their social and emotional development, seeking acceptance, participation and integration in society. Therefore, the need for friends, family ties, inclusion in a group, and affinity and intimacy with a special person For us, they are indicators of it.

4. Esteem Needs

They are the needs most related to our psychological condition and are divided into two types: high esteem and low esteem. The first It has to do with self-love and self-respect.and includes feelings such as confidence, competence, independence, freedom, achievement, etc.

For its part, esteem Low is associated with respect for others and includes the needs for attention, recognition, appreciation, reputation, status, fame, glory, and even dominance.

An imbalance at this level generates feelings of inferiority, of guilt and shame. On the other hand, when these needs are satisfied, the person experiences a purpose in life, valuing themselves as an individual and as a professional. Therefore, he will be able to advance to the next level of the scale of needs.

5. Self-realization

It is reached when all previous levels have been satisfied, at least to some extent. Self-actualization needs vary greatly from one individual to another, and therefore are complicated to define. The need for self-actualization, implies an intense desire to achieve freedom to be oneself; so each of us must seek our own path.

In this sense, when this level is achieved, The person finds a valid meaning in life and feels comfortable with it.

Self-actualized people

According to Maslow, self-actualized people have a series of qualities, among which are:

An adequate approach to realityso they know how to distinguish what is false or fictitious from what is real and genuine. They have a great ability to solve problems.They are not so easily influenced by others.they are based more on their experiences and convictions.They are NonconformistsThey have a great sense of humor. They have the ability to accept themselves and others as they are.They are creative, inventive and original.They tend to live experiences more intensely than other people.

That said, the author considered historical figures such as Abraham Lincoln, Mahatma Gandhi, and Albert Einstein to be self-actualized people.

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