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The Content Theories of Motivation
The Content Theories of Motivation
Content theories are also called needs theories, because they are generally
associated with a view that concentrates on the importance of determining
'what' motivates us. In other words they try to identify what our 'needs' are
and relate motivation to the fulfilling of these needs.
Activity
The average human being has an inherent dislike of work and will avoid it if
possible,
Because of this most people needed to be coerced, controlled, directed and
threatened with punishment to get them to put adequate effort into the
achievement of organizational objectives, and
The average person prefers to be directed, wishes to avoid responsibility, has
very little ambition and wants security above all else.
McGregor maintains that the application of this approach, as well as
misunderstanding the real needs of employees, creates a self-fulfilling
outcome because it forces people to become like this—they have no
alternative.
McGregor advocated that the application of Theory Y, would not only meet
the needs of the organization but also those of the employee. He believed
that Theory X at best only met Maslow’s Deficiency needs, whilst Theory Y
also met the Growth Needs. You would thus have more motivated employees
if you adopted Theory Y.
Activity
Clayton P. Alderfer's ERG theory from 1969 condenses Maslow's five human
needs into three categories: Existence, Relatedness and Growth.
1. Existence Needs
Include all material and physiological desires (e.g., food, water, air, clothing,
safety, physical love and affection). In terms of Maslow's model, existence
needs include (physiological and safety needs)
2. Relatedness Needs
Encompass social and external esteem; relationships with significant others
like family, friends, co-workers and employers. This also means to be
recognized and feel secure as part of a group or family. (In terms of
Maslow's model, relatedness correspondence to social needs)
3. Growth Needs
Internal esteem and self actualization; these impel a person to make
creative or productive effects on himself and the environment (e.g., to
progress toward one's ideal self). This includes desires to be creative and
productive, and to complete meaningful tasks. (In terms of Maslow's model,
growth needs include esteem and self‐realization needs)
Even though the priority of these needs differ from person to person,
Alderfer’s ERG theory prioritizes in terms of the categories'
concreteness. Existence needs are the most concrete, and easiest to
verify. Relatedness needs are less concrete than existence needs, which
depend on a relationship between two or more people. Finally, growth
needs are the least concrete in that their specific objectives depend on the
uniqueness of each person.
Next to Maslow, Herzberg's theory has probably received the most attention
within the workplace. He developed a theory that differentiated between
factors that satisfied employees, and factors that dissatisfied employees. In
his theory the opposite of 'satisfaction' is not 'dissatisfaction' but rather 'no
satisfaction'. Likewise, the opposite of 'dissatisfaction' is 'no dissatisfaction'.
achievement
recognition
work itself
responsibility
advancement
supervision
salary
interpersonal relationships
working conditions
His major impact was to argue that providing hygiene factors (more money,
better working conditions, etc) wouldn't create more motivation, only less
dissatisfaction. Only motivators could motivate.
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