MANAGEMENT OF CONSUMPTION ACCORDING TO THE SPECIAL ROLE OF NEED FOR SAFETY
MANAGEMENT OF CONSUMPTION ACCORDING TO THE SPECIAL ROLE OF NEED FOR SAFETY

Summary/Abstract: The article, based on the theory of functional equivalence, explains the reasons for changing individual consumption. From the point of view of the theory mentioned, any need is an imbalance caused by an excess of information, physical and chemical factors that arise during life. Satisfaction of a need is the search for a “channel” to establish equivalence. Such “channel” can represent either an increase or a decrease in number of factors used to eliminate the imbalance. The article shows that one of the most common imbalances is lack of security and proposes five “channels” to eliminate this imbalance. This imbalance is presented as something that already exist at the level of zygote and is determined by the initial level of disequilibrium which in turns determines future potential of the organism in question. This potential then has to be realized in the course of individual development. At the same time, additional imbalances generated, in particular by advertising, can lead to increased spending and risk of disease. In the process of searching for “channels” to establish equivalence, emotional stress develops. Satisfaction of needs is accompanied by a decrease in the severity of emotional stress and formation of positive emotions. In a survey of students, it was found that those who gave great importance to eliminating the lack of feeling of security by means of gaining new knowledge had lower levels of stress and more positive emotions than those who tried to eliminate their imbalances by accumulating material goods. The article shows that through coaching, individual hierarchy of needs may be changed.

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