Chapter 18 Rotter and Mischel: Cognitive Social Learning Theory 537Categories of Needs
Rotter and Hochreich (1975) listed six broad categories of needs, with each cate-
gory representing a group of functionally related behaviors: that is, behaviors that
lead to the same or similar reinforcements. For example, people can meet their
recognition needs in a variety of situations and by many different people. There-
fore, they can receive reinforcement for a group of functionally related behaviors,
all of which satisfy their need for recognition. The following list is not exhaustive,
but it represents most of the important human needs.
Recognition-Status The need to be recognized by others and to achieve status in
their eyes is a powerful need for most people. Recognition-status includes the need
to excel in those things that a person regards as important: for example, school,
sports, occupation, hobbies, and physical appearance. It also includes the need for
socioeconomic status and personal prestige. Playing a good game of bridge is an
example of the need for recognition-status.
Dominance The need to control the behavior of others is called dominance. This
need includes any set of behaviors directed at gaining power over the lives of
friends, family, colleagues, superiors, and subordinates. Talking colleagues into
accepting your ideas is a specific example of dominance.
Independence Independence is the need to be free of the domination of others.
It includes those behaviors aimed at gaining the freedom to make decisions, to rely
Being recognized for our accomplishments is a common need. © Jose Luis Pelaez Inc/Blend
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