In studying accounts of peak experiences, Maslow identified a manner of thought he called "Being-cognition" (or "B-cognition"), which is holistic and accepting, as opposed to the evaluative "Deficiency-cognition" (or "D-cognition"), and values he called "Being-values" He listed the B-values as:
- Truth: honesty; reality; simplicity; richness; oughtness; beauty; pure, clean and unadulterated; completeness; essentiality
- Goodness: rightness; desirability; oughtness; justice; benevolence; honesty
- Beauty: rightness; form; aliveness; simplicity; richness; wholeness; perfection; completion; uniqueness; honesty
- Wholeness: unity; integration; tendency to one-ness; interconnectedness; simplicity; organization; structure; dichotomy-transcendence; order
- Aliveness: process; non-deadness; spontaneity; self-regulation; full-functioning
- Uniqueness: idiosyncrasy; individuality; non-comparability; novelty
- Perfection: necessity; just-right-ness; just-so-ness; inevitability; suitability; justice; completeness; "oughtness"
- Completion: ending; finality; justice; "it's finished"; fulfillment; finis and telos; destiny; fate
- Justice: fairness; orderliness; lawfulness; "oughtness"
- Simplicity: honesty; essentiality; abstract, essential, skeletal structure
- Richness: differentiation, complexity; intricacy
- Effortlessness: ease; lack of strain, striving or difficulty; grace; perfect, beautiful functioning
- Playfulness: fun; joy; amusement; gaiety; humor; exuberance; effortlessness
- Self-sufficiency: autonomy; independence; not-needing-other-than-itself-in-order-to-be-itself; self-determining; environment-transcendence; separateness; living by its own laws.
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