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The humanistic perspective, often called the third force in psychology because it was developed after behaviorism and psychoanalysis, took form in the middle of the 20th century and expanded greatly in the 1970s and 1980s. This perspective arose in reaction to the deterministic and pessimistic view espoused by both behaviorism and psychoanalysis. According to the humanistic perspective, to understand a person's motives and behaviors, you must view the person as a whole, and you must focus on the subjective experience of the individual. The focus must be on the individual, and it is assumed that a person's behavior is connected to his or her inner feelings and self-image. Humanistic psychology rejects behaviorism and psychoanalysis because they are too deterministic and too often see unconscious, instinctive forces as determining human thought and behavior. The humanistic approach was a radical change in then current psychological thought because, unlike behaviorism and psychoanalysis, one of the assumptions behind the humanistic approach is that human beings have free will and personal agency. The humanistic perspective sees behavior as not determined by the subconscious mind.

Humanistic psychology approaches the study of human behavior from a more phenomenological approach than either behaviorism or psychoanalysis. There are five main ideas that are often used to summarize the humanistic perspective. First, human beings cannot be reduced to components. Second, human beings must be understood in a uniquely human context. Third, human consciousness includes self-awareness and a concept of oneself in the context of other people. Fourth, human beings have and make personal choices. And fifth, human beings are intentional beings who seek meaning and value in their lives.

Assumptions behind Humanistic Psychology

Beyond humans' having free will and personal agency, there are many other assumptions behind the humanistic approach absent from behaviorism and psychoanalysis. Humanism sees people as having an innate drive to achieve their maximum potential. In other words, people are basically good, and humans continuously strive to make themselves and the world a better place. The humanistic approach emphasizes the worth of the individual and the centrality of human values. Personal growth and fulfillment are the basic human motives. We strive to make our lives better, and this is the guiding force behind our behavior. This is inherent in being a human being.

Another assumption of the humanistic perspective involves the locus of study when examining the individual. The humanistic psychologists argued that objective reality is less important than a person's subjective perception and subjective understanding of the world. Each individual is unique, and what matters is each person's subjective view and not objective reality. Reality is defined by the individual's perspective.

Studying Human Behavior

Because the humanistic perspective focuses on the subjective experience of the individual, studying communication or psychology from the humanistic perspective requires the study of the individual case rather than the average performance of a group. Typically, then, qualitative research is employed when studying behavior from the humanistic perspective. It is important for the humanist to study at the individual level, so techniques such as diary accounts, open-ended questionnaires, and unstructured interviews are often used to gather data and find out, in depth, how people think and feel. Another major difference between the humanist perspective and behaviorism and psychoanalysis is the use of animals as study subjects. Humanists who work in psychology would never study animals in an attempt to determine the causes of human behavior because humans are conscious beings capable of thought, reason, and language. Therefore, research on animals is of little value because it can tell you little about human thoughts and motivation.

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