People Guided by 15 Fundamental DESIRES AND VALUES.

A study by researchers at Ohio State University, Columbus, has concluded that people have 15 fundamental desires and values that guide their behavior. These desires include basic needs, such as food, as well as social desires such as prestige, social contact, and honor.

"Nearly everything important a human being wants can be reduced to one or more of these 15 core desires, most of which have a genetic basis," maintains Steven Reiss, professor of psychology and psychiatry. "These desires are what guide our actions. In a sense, we are studying the meaning of life."

At least 12 of the 15 fundamental desires seem to have a genetic basis, Reiss says. Only the desires for citizenship, independence, and fear of rejection don't appear to have a genetic component. "Most of these desires are similar to those seen in animals and seem to have some survival value. This indicates they are genetic in origin."

Testing has confirmed that people show a wide variety of responses to the various desires. For example, "Sex may be pleasurable to everyone, but it isn't equally motivational. Some people orient their whole lives around sex, while some people put very little effort or energy into pursuing it. It's the same for every desire: Some people are pursuing achievement, and some people are not. Some people put a great deal of importance on family, and others don't. Understanding how important these fundamental desires are to individuals can...