Maslow i hijerarhija potreba

Maslow i hijerarhija potreba
  • Kategorija: Teorija | Broj komentara: 22 komentara
  • Napisano Sun, 7. September 2008. u 9:50:54

Jedna od temeljnih lekcija koju naučavaju moderni ekonomisti, psiholozi i sociolozi je Maslowova hijerarhija potreba. Maslow je bio američki psiholog koji se nije okrenuo problematičnom ponašanju kao i svi ostali psiholozi u prvoj polovici prošlog stoljeća. On je proučavao najnaprednije osobe kao što su Albert Einstein, Jane Addams, Eleanor Roosevelt i Frederick Douglass. Proučavajući te najnaprednije osobe, on je došao do zaključka da se sve potrebe mogu podjeliti u tri grupe.

Fiziološke

Ukratko, fiziološke potrebe su potrebe za hranom, vodom, disanjem, snom, sexom, pišanjem itd. One nam trenutno nisu zanimljive jer od njih ne možemo saznati kako ljudske potrebe možemo zadovoljiti našim web stranicama.

Psihološke

Psihološke potrebe su već zanimljivije. Vjerujte mi, glavni razlog zašto ljudi otvaraju Facebook accounte, prate statistike putem Last.fm-a ili odlaze na forume se krije u slijedećim redcima:

Sigurnost

Ovdje ubrajamo sigurnost od kriminalaca, divljih životinja, financijsku te zdravstvenu sigurnost. Ljudi teže nekoj rutini, poretku i redu. Ovo je i jedan od glavnih razloga zašto većina ljudi ne žele prihvaćati promjene, bilo to prihvaćanje nove tehnologije ili prelazak s jednog foruma na drugi.

Pripadanje i ljubav

Ovaj skup potreba je glavni razlog zbog kojeg brdo ljudi postaje “Fan of” ili član neke grupe Facebooku. Ljudima je prirođeno da traže pripadnost u određenim grupacijama, a te grupacije ih moraju prihvaćati kako bi ta pripadnost bila potvrđena. Otvaranjem grupe ili fan pagea na fejsu možete naći ljude koji redovito posjećuju vašu stranicu te tako učvrstiti njihovu pripadnost čime imate jake saveznike u borbi protiv konkurencije.

Zanimljiva je tvrdnja da ljudi pokušavaju pripadati većim skupinama ili povećati svoju skupinu kako bi bili jači protiv ostalih skupina. Još jedan razlog za pripadanje većim skupinama je manja vjerojatnost da će se ta skupina okomiti na toj jednog člana skupine.

(Samo)poštovanje

Ovo je i najzanimljiviji dio Maslowove hijerarhije potreba. Ljudi pokušavaju na puno naćina steći samopoštovanje, a većinom to rade tražeći od drugih da ih prihvate kao osobe. To objašnjava svo ono flejmanje na forumima ili ulizivanje popularnijim članovima. Jako dobar primjer traganja za potvrdom od drugih je prikazivanje onih malih bannera u signatureu na forumima koji pokazuju natpise “Firefox user”, “Mac user”, “Croatian” itd.

Kako bi stekli tuđe poštovanje ljudi rješavaju sve one kvizeve na Facebooku i šalju sve one stupidne slike preko fun walla. Ako mi još ne vjerujete, onda provjerite kako sve adolescentice na facebooku imaju instaliranu “Hot or not” aplikaciju.

Potreba za samoostvarivanjem

Osoba je samoostvarena kada je ispunila svoja očekivanja i kada je ono što zapravo želi biti. Samoostvarena osoba je istinski sretna i iskrena prema sebi. Ovakva osoba prihvaća činjenice i objektivno djeluje na njih, ona je potpuno tolerantna prema drugima i zrači kreativnošću, mudrošću i istinskom dobrotom. Ovakva osoba privlači druge ljude k sebi.

Potreba za samonadilaženjem

Ovo je poslijednji stupanj Maslowove hijerarhije potreba.

Strahovi i želje

Potrebe zapravo nisu direktni motivatori. Direktni motivatori su stanja koja su proizašla iz potreba. Postoje dvije vrste stanja. Jedno od njih je strah tj. stanje u kojem osoba ne želi biti, a drugo je stanje u kojem osoba želi biti. Koliko će strah ili želja utjecat na ljude je individualna stvar tj. varira od osobe do osobe. Evo primjera kako ovo koristiti na svoju korist. Recimo da nudite uslugu redizajna stranice. Osobu koju motivira strah ćete uvjeriti da vas unajmi tako što ćete reći kako korisnici bježe od loše dizajniranih stranica i nemaju povjerenja prema njima. S druge strane, osobe koje motivira želja ćete uvjeriti da vas zaposli tako što ćete im prestaviti najnoviju uslugu intergracije određenih web 2.0 aplikacija koje će povećati privrženost korisnika.

Drugim riječima, osobe koje motivira strah su pasivnije i među zadnjima prihvaćaju određene stvari i oni nemaju baš puno potencijala da završe na vrhu hijerarhijske ljestvice. Osobe koje motivira želja će među prvima prihvatiti nove stvari. No treba zapamtiti da ništa nije crno-bijelo pa se većina ljudi nalazi na rasponu između ovih privih i ovih drugih.

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