Murray’s Psychogenic Needs

Murray’s psychogenic needs deal with the secondary needs of the human being, or the non-
biological needs of the human being. These needs drive the actions of individuals and hence
help in developing their personalities. These needs are not mutually exclusive but support
each other, conflict with each other, and are interrelated. The six basic categories of Murray’s
psychogenic needs are

 Need for Achievement

 Need for Exhibitions
 Need for Affiliation
 Need for Power or Dominance
 Need for Order
 Need for change

The need for dominance may conflict with the need for affiliation, as too much dominance
may drive away their close ones. The need for change may conflict with the need for basic
order, as an individual might feel lost.

Need for Achievement

An individual who has the need to succeed will always be trying their best to meet
challenges, overcome obstacles, and take up opportunities. When they have succeeded, they
would also want someone to appreciate their success, also known as "recognition."

Need for Change

Here, the consumer is tired of monotonous and predictable lifestyles. They are always
looking for change and adventure. For them, exploring new cafes, trying out new cuisines,
and engaging in adventure sports are the go-to activities.

Need for Affiliation

This individual needs to focus on belongingness and company. Individuals here want to be
part of social groups and enjoy their status as such. These individuals spend a lot of time
chatting, go out and will be lonely if left alone.
Need for Exhibitions

Individuals have the desire to be the centre of attention at every party or gathering.
Individuals here want to Mold their personalities to the tastes of the room and own goods that
can make them the talk of the town.

Need for Power or Dominance

Many individuals have the need to dominate people and situations. They want the thing to go
according to their plan. They want to be leaders, supervisors, or people of importance in
every room they visit.

Need for Order

Not everyone craves change and adventure in their lives. Some people like organization,
planning, and order in their lives. The companies can target this need of the consumer by
showcasing clean, hygienic, and super-organized almirahs, drawers, books, stationery, and
others.