Gratification
Gratification refers to the pleasurable feeling or satisfaction that arises when an individual fulfills a need, achieves a goal, or acquires a desired object or experience. Examples of gratification can be as simple as quenching thirst, achieving a sporting victory, or receiving a good grade. This innate human drive for gratification is a subject of ongoing research, particularly regarding how it can be influenced by external factors, like marketing strategies that capitalize on instant gratification opportunities.
Historically, the term stems from Latin, implying a favor or compensation, and has evolved to focus on the emotional response following personal achievement. Psychologically, theories such as Sigmund Freud's pleasure principle emphasize that behaviors are often motivated by the pursuit of pleasure and avoidance of discomfort. Research has explored how individuals develop the ability to delay gratification, indicating that this trait is linked to higher intelligence and success in life.
However, the complexity of gratification is highlighted by factors such as personal experiences and contemporary societal expectations, which can affect one’s capacity to wait for rewards. The advent of instant gratification through modern conveniences poses challenges to the traditional ability to defer satisfaction, reshaping how individuals manage their desires. Understanding gratification not only illuminates human behavior but also informs marketing practices that leverage this fundamental aspect of human psychology.
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Gratification
Gratification is the feeling of pleasure or satisfaction a person experiences after achieving a goal, acquiring a desired object or experience, or otherwise fulfilling some need or want. Getting a drink of water after being thirsty, scoring a game-winning point in a sporting event, and earning a good grade on a test are all examples of instances in which a person might experience gratification. The pursuit of gratification is a normal part of human behavior and one that researchers are still working to fully understand. The natural human desire for gratification can be, and often is, used by marketers and others to manipulate people’s behavior.
Background
The word gratification comes from the Latin word gratificari, which means to give or do as a favor. In turn, gratificari comes from the Latin root words gratus, which means “pleasing or thankful,” and facere, which means “to make.” An earlier meaning of the word gratification was a payment, gift, or other favor bestowed in order to reward someone or inspire a feeling of obligation toward the giver. At one point, the word carried the legal meaning of some form of compensation given voluntarily even though it was not requested. In common contemporary usage, it refers more specifically to the feeling a person has after achieving or acquiring something.
Experts have noted that the need for gratification is an inborn part of the human mind. Early humans spent their time hunting and gathering because these habits provided gratification of the very basic needs to have food and fresh water. However, as civilization evolved and goods were developed that went beyond those that met basic needs, those who study human nature noticed that people often sought gratification for things other than basic needs.
At least as far back as the days of the Greek philosopher Aristotle, it was noted that people began to confuse acquiring things with the true feeling of gratification. In the centuries since, much study has been done on how and why people seek gratification, and how people develop the ability to delay gratification for greater future gain. Researchers have also investigated whether there are biological differences between individuals that make some people more likely to delay gratification and others more likely to seek immediate satisfaction of needs and desires.
Overview
Psychologist Sigmund Freud developed the theory of the pleasure principle. It stated that much of people’s behavior is driven by a desire for pleasure, whether this came from experiencing something that felt good or avoiding something that felt bad. It begins in childhood with desires to avoid discomforts such as hunger, thirst, or being cold. According to those who subscribe to this theory, the same drive for pleasure also makes it hard for young children to wait for pleasurable experiences, such as a treat or new toy.
Older children and adults can learn to defer satisfaction, especially when it means the reward will be greater. However, it was long noted that some people had difficulty delaying gratification. For many years, this was seen as a character flaw or an indication of lower intellectual ability.
This theory was tested in a famous experiment conducted by Austrian-born American psychologist Walter Mischel in the 1970s. Dubbed the Marshmallow Test, the experiment tested the ability of preschoolers to delay gratification. Each child was placed in a room that contained a plate with a treat such as a marshmallow or cookie. They were told that they could have the treat immediately, or wait until the researcher came back and have two of the treats. The researcher then left the room. The study found that the children who were able to wait for the promised reward of two treats had higher test scores and better overall behavior as reported by their parents than the children who did not wait.
This led to the assumption that the ability to delay gratification and moderate one’s behavior is connected to overall intelligence. Researchers also observed that many of the most successful people as measured by career success and financial resources have the ability to delay gratification. However, others noted that gratification is not always as simple as waiting for the reward because real life does not come with guarantees. For example, a person may give up junk food and sweets out of a desire to be healthy but still develop a health condition.
Researchers determined that this uncertainty is part of what makes it hard for people to delay gratification. They tested this by repeating a version of the Marshmallow Test. The researchers took the children who waited for the second treat and tested them again; except this time, the researcher did not keep the promise to provide the second treat. When the test was repeated a third time with these same children, many of them immediately ate the treat even though they had previously waited.
From this, researchers have recognized that there are a number of factors that affect a person’s ability to delay gratification. Childhood experiences that created feelings of uncertainty and affected the ability to trust were also found to correlate to a lower ability to defer gratification. The type of gratification being delayed was also a factor. People might be able to delay eating treats, for instance, but have a harder time resisting spending money. Overall, however, there appears to be a correlation between impulse control and difficulty delaying gratification.
Experts also believe that contemporary life has affected some people’s ability to delay gratification. One key factor is the ability to have instant gratification in so many new ways, such as immediate downloads via the Internet, twenty-four-hour shopping, and next-day shipping. Some experts believe these have created new expectations that have affected the ability of some people to wait or delay satisfaction of needs and desires.
While studying some of the original subjects of the original Marshmallow Test in adolescence and in adulthood, researchers determined that the ability to delay gratification as a child indicates a similar ability later in life. Experts conducted further research on these participants and found that areas of the brain that are believed to affect self-control were more active in those who were able to delay gratification. Conversely, those who were less likely to delay gratification showed greater activity in the pleasure-seeking areas of the brain.
Regardless of why people seek gratification, those who sell products or services have found ways to use the desire for satisfaction to their advantage. Marketers promote the feeling of pleasure that can come from buying something new as a way to encourage people to shop for new items or newer versions of items, such as new models of cell phones or cars.
Bibliography
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