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Motivation


Lastly, reinforcement theories focus on how people can be conditioned to exhibit the desired behaviour.
             CONTENT THEORIES OF MOTIVATION .
             Maslow's Hierarchy of Needs.
             In the early 1940s one researcher, Dr Abraham Maslow, identified certain human needs and ranked them in order of satisfaction (Ibbetson and Whitmore, 1977: 16). Maslow contends that people are wanting beings whose needs guide behaviour. According to his theory, a need influences a person's activities until it has been satisfied. Furthermore, an individual's needs are arranged in a hierarchical fashion, from the very fundamental (e.g. food, shelter) to the most advanced (e.g. self-fulfillment). Individuals, it is hypothesized, attend to needs in a sequential fashion, moving from the bottom of the hierarchy toward the top, as lower-level needs are satisfied. According to Maslow, lower-level needs must be satisfied, in general, before higher-level needs are activated sufficiently to drive behaviour. In addition, only unsatisfied needs can influence behaviour; those that are satisfied do not motivate (Steers, et al., 14).
             SELF-ACTUALISATION.
             ESTEEM + EGO.
             SOCIAL.
             SAFETY + SECURITY.
             PHYSIOLOGICAL.
             Figure 1. Maslow's Hierarchy of Needs.
             Maslow contends that individuals are motivated by five general needs that may be classified into either the deficiency or growth categories:.
             Deficiency Needs.
             1. Physiological - The most basic needs in Maslow's hierarchy center around needs related to survival and include the needs for oxygen, food, water, sleep, etc. In the workplace, such needs are reflected in the individual's concern for basic working conditions (e.g., moderate temperature, clean air, basic salary).
             2. Safety and Security - The second level of needs is associated with the safety and security of one's physical and emotional environment. They include a desire for stability, order, security, freedom from threats of emotional harm, and protection against accidents.


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