The Psychology of Quality and More |
CHAPTER 2 : Psychological Factors
2.18 Natural ambitionOne of the landmarks in motivational psychology was the description by Abraham Maslow of the 'hierarchy of needs'. Simply put, this means that when we have one thing, we immediately want something better. Maslow described five levels of need:
We tend to focus on the lowest unsatisfied level. Thus you would put yourself in danger to find food and if there were a large rock falling towards you, all thought of respectable behavior would vanish until you got out of the way! These needs can also cause negative behavior, such as where esteem needs may cause recognized experts to oppose any demystifying and standardization of their work. However, if the groundswell of popular opinion can be moved, then those same esteem needs may help to change the guru's own opinion on standards and their use.
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