Marketing manager course chapter 12

Learning ObjectivesAfter reading this chapter, you should be able to: z Understand the basic approaches to motivation.. z Improve performance and solve worker performance problems by ap

Chapter

Motivation

Learning Objectives

After reading this chapter, you should be able to:

z Understand the basic approaches to motivation.

z Use goal setting to increase employee effort.

z Improve performance and solve worker

performance problems by applying various

motivation models.

z Use reinforcement principles to achieve higher

performance.

z Differentiate between motivation and other

possible influences on performance.

z Categories of Theories:

¾ Content theories of motivation seek to understand what

underlies and drives motivation

¾ Process theories of motivation seek to understand what steps

can be taken to improve and maintain motivation

z Types of Motivation:

z Intrinsic motivation- comes from the personal satisfaction of

the work itself

z Extrinsic motivation – comes from the rewards that are linked

to job performance, such as a paycheck

Content View of Motivation

Maslow’s Hierarchy

of Needs

Alderfer’s ERG

Theory

McClelland’s Need

Theory Herzberg’s Two-Factor Theory

Hierarchy

of Needs Self-actualization

Esteem Needs

Social Needs

Safety Needs Physiological Needs

Alderfer’s ERG Theory

Existence

G row th

R elationships

Needs Theory

McClelland’s

Needs Theory

Need for Achievement

(nAch)

Need for Achievement

(nAch)

Need for Power

(nPow)

Need for Power

(nPow)

Need for Affiliation

(nAff)

Need for Affiliation

(nAff)

Herzberg’s Two-Factor Theory

Hygiene Factors Motivational Factors

• Quality of supervision

• Rate of pay

• Company policies

• Working conditions

• Relations with others

• Job security

• Quality of supervision

• Rate of pay

• Company policies

• Working conditions

• Relations with others

• Job security

• Career Advancement

• Personal growth

• Recognition

• Responsibility

• Achievement

• Career Advancement

• Personal growth

• Recognition

• Responsibility

• Achievement

Process View of Motivation

Goal-Setting Theory

Equity Theory

Reinforcement

Theory

Expectancy Theory