Chapter-7: Motivation

1
 Motivation
(Why we are studying motivation?)

2
 Story Behind the Motivation

• You’re hurrying to get to an important job interview on time. You

were running late this morning, so you skipped breakfast.
• You nearly hit the car in front of you as you stare at a sign advertising
pizza. In short, you have been overwhelmed by the motivational state
known as hunger
.……………………………………….

3
 What is Motivation?
• A motivation is a condition that energizes behavior and gives it
direction.
• It is experienced subjectively as a conscious desire – the desire for
food, for drink, for love, and so on.
• The causes of motivation range from physiological events within the
brain and body to our culture and social interactions with the other
individuals who surround us.
• Some internal drives, such as those related to hunger or thirst, have
been said to reflect basic physiological needs. Hormonal state often
become/ appear important.

4
 Elements of Motivation
1. Motives (drives): forces that encourages the activity.
a. Hunger
b. Material
c. Aggression
d. Affiliation
2. Needs: States of felt deprivation
a. Biological
b. Social
c. Psychological
d. Esteem and so on…..
5
Theories of Motivation

6
 Theories of Motivation
• Drives theories of Motivation: Drive theories, which emphasize the
role of internal factors in motivation.
• Examples: Some internal drives, such as those related to hunger or
thirst, have been said to reflect basic physiological needs.
• Incentives Theories of Motivation: Incentive theories of motivation,
which emphasize the motivational role of external events or objects
of desire.
Examples: Food, drink, sexual partners, targets of attack, relationships
with others, esteem, money, and the rewards of success – all are
incentives.

7
 Incentive Theories
• Some incentives are Primary reinforcers, meaning that they are able
to act as rewards independently of prior learning.
• For example, a sweet taste or a sexual sensation may be pleasant the
first time it is experienced.
• Secondary reinforcers, meaning that they have gained their status as
rewards at least partly through learning about their relationship to
other events.
• For example, money or good grades can be effective incentives, based
on our cultural experience with them and with the status and success
they represent.

8
 Drives vs Incentives???
Have you ever skipped lunch to better enjoy an evening feast?
• Conversely, incentive factors can awaken drive states.
• Have you ever walked through the delicious aroma from a bakery or restaurant and suddenly
realized that you were hungry?
• Yet even considering drives and incentive factors together leaves the story of motivation
incomplete.
• Social and cultural factors also come into play.

9
Model of Basic Motives

10
 Different Types of Buying
Motives
• Primary Vs Selective (Basic/ fundamental vs choice: Television to Sony
Television)
• Emotional vs Rational (Gift for someone vs purchase daily necessary
for own consumption- Buying decision process)
• Product vs Patronage (Product Quality, design itself vs third party/
celebrity/ family/ society etc)
• Subjective vs objective (Basically Purpose- consumption vs further
use)
• Positive vs Negative Motive (Social Desirability- Alcohol)

11
Motivation Process
Search for
Needs or
Solutions
Tensions

Redefiniti Some
on of goals
Needs, Attained
Goals and or
Behaviors Fulfilled

Figure: Motivation Process

12
 Model/Process of Motivation
• Nearly all conscious human behavior is caused by
motivation. Motivation is a continuous process. A
manager must need to identify the needs and drives of
employees to motivate them.
• The role of motivation in performance can be
summarized through the motivational model below:

13
 Question for Discussion at
Classroom
Extracellular thirst and intracellular thirst – motivate drinking. What
other factors might motivate drinking? To what extent do you think
social and cultural factors motivate drinking?

14
 Motivational Drives/Types of Motivation
• Drives are the heart of motivation. David McClelland of Harvard University
developed some motivational drives and pointed out their significance to
motivation. The most important drives are as follows:
Achievement motivation
Affiliation motivation
Competence motivation
Power motivation

1. Achievement motivation: Achievement motivation is the drive to pursue

the people to attain goals. Achievement oriented employees work harder
when they will receive personal credit for their effort and take
responsibility for their actions and results.

15
2. Affiliation motivation: It is a drive related to peoples social dimensions.
Achievement motivated employees work better when they are praised for
their favorable attitudes and cooperation.
3. Competence motivation: This is a drive to be good at something. It is
related to the capacity to do something. Competence oriented employees
always think “how well they can do the work” rather than the time factor.
4. Power motivation: Power motivation is the drive to influence people and
change the situations. Power motivated employees want to create an impact
on the organizations. This power may be used constructively or destructively.
Power motivated people become more successful if their drives are
institutional power instead of personal power.

16
Theories of Motivations
Hierarchy
Hierarchy of
of Needs
Needs Theory
Theory (Maslow)
(Maslow)

Hierarchy of Needs Theory

There is a hierarchy of five
needs—physiological, safety,
social, esteem, and self-
actualization; as each need is
substantially satisfied, the
next need becomes
dominant.

Self-Actualization
The drive to become what one is capable
of becoming.
 Theory:
Theory: Maslow’s
Maslow’s Hierarchy
Hierarchy of
of Needs
Needs
Lower-Order Needs Higher-Order Needs
Needs that are satisfied Needs that are satisfied
externally; physiological internally; social, esteem,
and safety needs. and self-actualization
Self- Actualization needs.

Esteem (Self Respect, Responsibility,

Social (Friendship, Group, belonging

Safety (Security, favoritism, insurance)

Physiological (Food, Clothing, Shelter)

E X H I B I T 6–1
E X H I B I T 6–1
 Assumptions
Assumptions of
of Maslow’s
Maslow’s Hierarchy
Hierarchy

Movement up the Pyramid

•Individuals cannot move to the next higher level until
all needs at the current (lower) level are satisfied.

•Individuals
Maslow
MaslowApplication:
Application:
therefore must
move up the AAhomeless
homelessperson
person
hierarchy in order will
willnot
notbe
bemotivated
motivatedto
to
meditate!
meditate!
 McGregor's
McGregor's Theory
Theory of
of XX and
and YY

Theory
Theory X:
X: Managerial
Managerial assumptions
assumptions that
that employees
employees dislike
dislike
work,
work, responsibility,
responsibility, and
and accountability
accountability and
and must
must be
be closely
closely
directed
directedand
andcontrolled
controlledtotobe
bemotivated
motivatedto
tobe
beperform
perform

Theory
Theory Y:
Y: Managerial
Managerialassumptions
assumptionsthat
thatemployees
employeeswant
wantto
tobe
be
challenged,
challenged, like
like to
to display
display creativity,
creativity, and
and can
can be
be highly
highly motivated
motivated
to
to perform
perform well
well ifif given
given some
some freedom
freedom to to direct
direct or
or manage
manage their
their
own
ownbehavior.
behavior.
Assumptions
Assumptions of
of Theory:
Theory: XX
 Having Little Ambition

Disliking Work

Theory X Findings way to avoid it

Managers See Workers As…

Responding to threats

Avoiding Responsibility
Assumptions
Assumptions of
of Theory:
Theory: YY
 Enjoying Work

Does not Want to Avoid it

Theory Y Self Directed

Managers See Workers As…

Responding to Rewards

Accept Responsibility
 Having Little Ambition

Theory X Disliking Work

Managers See Workers As…

Avoiding Responsibility

Self-Directed

Theory Y
Enjoying Work
Managers See Workers As…

Accepting Responsibility
 Herzberg’s
Herzberg’s Two-Factor
Two-Factor Theory
Theory
The
The theory
theory deals
deals with
with Two
Two factors
factors namely
namely hygiene
hygiene (maintenance)
(maintenance) andand
Motivators
Motivatorsthose
thoseaffect
affectthe
theemployees’
employees’satisfaction
satisfactionand
anddissatisfaction
dissatisfaction

Hygiene
Factors
(Maintenance Separate constructs Motivators:
Factors): – Hygiene Factors--- •Achievement
•Salary Extrinsic & Related to •Responsibility
Dissatisfaction
•Work •Growth
Conditions •Recognition
– Motivation Factors---
•Company Intrinsic and Related to •The job itself
Policies Satisfaction
•Personal life
•Status
•Job Security
Assumptions
Assumptions Regarding
Regarding the
the Herzberg’s
Herzberg’s Theory
Theory
1. If Hygiene factors absent –Employees become dissatisfied
--- If Hygiene factors present- Employees become neutral
2. If motivators absent in an organization then employees become
“Neutral”
----If motivators present in an organization then employees become
“Motivated or more Motivated”
Comparison
Comparison of
of Maslow
Maslow and
and Herzberg
Herzberg
 Alderfer categorized the lower order needs
(Physiological and Safety) into the Existence category.
He fit Maslow's interpersonal love and esteem needs
into the Relatedness category. The Growth category
contained the self-actualization and self-esteem needs.
 Alderfer’s E-R-G Model of Motivation/Human Needs
 Alderfer further developed Maslow’s hierarchy of needs by categorizing
the hierarchy into his ERG theory (Existence, Relatedness, and Growth).
 The existence group is concerned with providing the basic material
existence requirements of humans. They include the items that Maslow
considered to be physiological and safety needs.
 The second group of needs is those of relatedness – the desire people
have for maintaining important interpersonal relationships. These social
and status desires require interaction with others if they are to be
satisfied, and they align with Maslow's social need and the external
component of Maslow's esteem classification.
 Finally, Alderfer isolates growth needs: an intrinsic desire for personal
development. These include the intrinsic component from Maslow's
esteem category and the characteristics included under self
actualization.
 Alderfer also proposed a regression theory to go along
with the ERG theory. He said that when needs in a
higher category are not met then individuals redouble
the efforts invested in a lower category need. For
example if self-actualization or self esteem is not met
then individuals will invest more effort in the
relatedness category in the hopes of achieving the
higher need.
Comparison of Maslow’s, Herzberg’s, and Alderfer’s
•A
Models
comparison
of Maslow’s,
Herzberg’s,
and
Alderfer’s
models
Thanks