"In primitive societies, physical necessities generally fall into group 2: They can be obtained, but only at the cost of serious effort. ... Advertising and marketing techniques have been developed that make many people feel they need things that their grandparents never desired or even dreamed of. It requires serious effort to earn enough money to satisfy these artificial needs, hence they fall into group 2. … Modern man must satisfy his need for the power process largely through pursuit of the artificial needs created by the advertising and marketing industry, and through surrogate activities."