Drawing on qualitative research evidence, this article offers an interpretation of morale which focuses on individual needs fulfilment. Three conceptual areas are discussed: morale as a group or an individual phenomenon; the dimensionality of morale; and the relationship between morale and satisfaction. It is suggested that work on morale has often been weakened by misinterpretation and misapplication and that what has often been presented as morale is, in fact, group cohesiveness or job satisfaction. Inappropriate generalisation has tended to obscure the intricacies of morale and greater attention should now be paid to the individuality of influential factors. Salary and working conditions may be much less influential on morale than is generally thought. More significant, it is suggested, is the extent to which the job fulfils the individual's 'ideal'.