The need to need and the need to deserve

In class toady we talked a lot about needs and what exactly makes a need. When I think of needs I automatically think of Abraham Maslow's hierarchy of needs pyramid.


It's pretty self explanatory. We first need to breath, drink, sleep -- have our physiological needs met. Then we need to feel safe, then loved and so on. The bottom of the pyramid is the most needed and most essential.
I feel like this answers Jake's question, "Can you end the sentence?"

But like I said in class the things we need are a lot of the time shaped by our society and what they tell us we need. Or even a lot of the time we feel that we need the things we are used to having. But no matter what we are accustomed to the mind's appetite always needs more. We are always going to need something. This is just like envy, not to say that you are always going to be envious of something, but if you get it, it will only make you happy for a little while until you occupy your mind on something else.
When it comes to deserving we feel that we deserve the things we need and the things we work for. I certainly don't need or deserve to win the lottery (yet who really does?) but I do deserve good grades because I need to work hard. Yet sometimes we feel that we deserve things that we don't. Just because I work hard, does that necessarily mean I deserve good grades? Probably not, but I think so anyways.
This leads me to my question: Does our pride determine what we feel our needs are and the level of which we feel we deserve?