THE NEEDS AND THE NATURE OF NEEDS

The article describes a research study of needs and the nature of needs. The research is based on the existing market economic processes and trends and focuses on A.H. Maslow's theory of the hierarchy of needs. Generally, needs form the first link in the system "needs – value – utility". The present in-depth research of this first link may contribute to a deeper understanding of the nature of needs and values, and their rationalization may help to slow down the development of pure consumerism. Thus this research study is of a holistic nature, it starts with an overview of A.H. Maslow's hierarchical theory of needs and includes also other latest non-hierarchical theories of needs. This offered publication material may give a wider and more systematic understanding of the nature of needs and their evolutionary and revolutionary development.