Unconscious character of needs. -- These needs are neither necessarily conscious nor unconscious. On the whole, however, in the average person, they are more often unconscious rather than conscious. It is not necessary at this point to overhaul the tremendous mass of evidence which indicates the crucial importance of unconscious motivation. It would by now be expected, on a priori grounds alone, that unconscious motivations would on the whole be rather more important than the conscious motivations. What we have called the basic needs are very often largely unconscious although they may, with suitable techniques, and with sophisticated people become conscious.