CURIOSITY It killed the cat, but humans can't help themselves. The desire to learn is just irresistible. FOOD The desire to eat almost goes without saying.
HONOUR (MORALITY) The desire to behave in accordance with given codes of conduct holds society together. English soccer yobs must be missing this one.
REJECTION Fear of social rejection regulates our behaviour. Schizophrenics score low on this one, according to Reiss.
SEX Freud would have put this one at the top of the list. Explains why Viagra is a best-selling drug.
PHYSICAL EXERCISE Fat Les may not know it, but the desire for physical activity is intrinsic.
ORDER Not just Virgos desire a certain degree of organization in daily life.
INDEPENDENCE The desire to make our own decisions.
VENGEANCE Having just decriminalized duelling, Italians will understand the desire to retaliate when offended.
SOCIAL CONTACT The desire to be in the company of others, even if it means milling aimlessly round the shopping mall.
FAMILY The desire to spend time with your own family may not apply to busy executives.
SOCIAL PRESTIGE The desire for perceived status and positive attention.
AVERSION SENSATIONS Aversion to pain and anxiety (and other people's used handkerchiefs).
CITIZENSHIP Desire for public service and social justice. Has little to do with passports.
POWER The desire to influence people. Exaggerated in dictators.