fei75766_ch18_569-609.indd 578  02/24/20 10:50 AM
Part VI    Learning-Cognitive Theories578
Categories of Needs
Rotter andHochreich (1975) listed sixbroad categories ofneeds, witheachcategory 
representing agroup offunctionally related behaviors: thatis,behaviors thatleadto
thesame orsimilar reinforcements. Forexample, people canmeet theirrecognition 
needs inavariety ofsituations andbymany different people. Therefore, theycan
receive reinforcement foragroup offunctionally related behaviors, allofwhich sat-
isfytheirneed forrecognition. Thefollowing listisnotexhaustive, butitrepresents 
most oftheimportant human needs.
Recognition-Status  Theneed toberecognized byothers andtoachieve status in
theireyesisapowerful need formost people. Recognition-status includes theneed 
toexcel inthose things thataperson regards asimportant: forexample, school, 
sports, occupation, hobbies, andphysical appearance. Italsoincludes theneed for
socioeconomic status andpersonal prestige. Playing agood game ofbridge isan
example oftheneed forrecognition-status.
Dominance  Theneed tocontrol thebehavior ofothers iscalled dominance. This
need includes anysetofbehaviors directed atgaining power overthelivesoffriends, 
family, colleagues, superiors, andsubordinates. Talking colleagues intoaccepting 
yourideas isaspecific example ofdominance.
Independence  Independence istheneed tobefreeofthedomination ofothers. It
includes those behaviors aimed atgaining thefreedom tomake decisions, torelyon
Being recognized forouraccomplishments isacommon need. Alife/Getty ImagesFinal PDF to printer