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Motivation
Maslow's Hierarchy of Needs
If motivation is driven by the existence of unsatisfied needs, then it is worthwhile for a
manager to understand which needs are the more important for individual employees. In this
regard, Abraham Maslow developed a model in which basic, low-level needs such as
physiological requirements and safety must be satisfied before higher-level needs such as self-
fulfillment are pursued. In this hierarchical model, when a need is mostly satisfied it no longer
motivates and the next higher need takes its place. Maslow's hierarchy of needs is shown in the
following diagram:
Maslow's Hierarchy of Needs
Self-Actualization

Esteem Needs

Social Needs

Safety Needs

Physiological Needs

Physiological Needs
Physiological needs are those required to sustain life, such as:
air
water
nourishment
sleep
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According to Maslow's theory, if such needs are not satisfied then one's motivation will arise
from the quest to satisfy them. Higher needs such as social needs and esteem are not felt until
one has met the needs basic to one's bodily functioning.

Safety
Once physiological needs are met, one's attention turns to safety and security in order to be
free from the threat of physical and emotional harm. Such needs might be fulfilled by:
Living in a safe area
Medical insurance
Job security
Financial reserves
According to Maslow's hierarchy, if a person feels that he or she is in harm's way, higher needs
will not receive much attention.
Social Needs
Once a person has met the lower level physiological and safety needs, higher level needs
become important, the first of which are social needs. Social needs are those related to
interaction with other people and may include:
Need for friends
Need for belonging
Need to give and receive love
Esteem
Once a person feels a sense of "belonging", the need to feel important arises. Esteem needs
may be classified as internal or external. Internal esteem needs are those related to self-esteem
such as self respect and achievement. External esteem needs are those such as social status
and recognition. Some esteem needs are:
Self-respect
Achievement
Attention
Recognition
Reputation
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Maslow later refined his model to include a level between esteem needs and self-actualization:
the need for knowledge and aesthetics.
Self-Actualization
Self-actualization is the summit of Maslow's hierarchy of needs. It is the quest of reaching one's
full potential as a person. Unlike lower level needs, this need is never fully satisfied; as one
grows psychologically there are always new opportunities to continue to grow.
Self-actualized people tend to have needs such as:
Truth
Justice
Wisdom
Meaning
Self-actualized persons have frequent occurrences of peak experiences, which are energized
moments of profound happiness and harmony. According to Maslow, only a small percentage
of the population reaches the level of self-actualization.
Implications for Management
If Maslow's theory holds, there are some important implications for management. There
are opportunities to motivate employees through management style, job design, company
events, and compensation packages, some examples of which follow:
Physiological needs: Provide lunch breaks, rest breaks, and wages that are sufficient to
purchase the essentials of life.
Safety Needs: Provide a safe working environment, retirement benefits, and job
security.
Social Needs: Create a sense of community via team-based projects and social events.
Esteem Needs: Recognize achievements to make employees feel appreciated and
valued. Offer job titles that convey the importance of the position.
Self-Actualization: Provide employees a challenge and the opportunity to reach their
full career potential.
However, not all people are driven by the same needs - at any time different people
may be motivated by entirely different factors. It is important to understand the needs being
pursued by each employee. To motivate an employee, the manager must be able to recognize
the needs level at which the employee is operating, and use those needs as levers of
motivation.

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Limitations of Maslow's Hierarchy
While Maslow's hierarchy makes sense from an intuitive standpoint, there is little
evidence to support its hierarchical aspect. In fact, there is evidence that contradicts the
order of needs specified by the model. For example, some cultures appear to place
social needs before any others.
Maslow's hierarchy also has difficulty explaining cases such as the "starving artist" in
which a person neglects lower needs in pursuit of higher ones. Finally, there is little
evidence to suggest that people are motivated to satisfy only one need level at a time,
except in situations where there is a conflict between needs.
Even though Maslow's hierarchy lacks scientific support, it is quite well-known and is the
first theory of motivation to which many people they are exposed. To address some of
the issues of Maslow's theory, Clayton Alderfer developed the ERG theory, a needs-
based model that is more consistent with empirical findings.












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Herzberg's Motivation-Hygiene Theory (Two Factor Theory)
To better understand employee attitudes and motivation, Frederick Herzberg
performed studies to determine which factors in an employee's work environment caused
satisfaction or dissatisfaction. He published his findings in the 1959 book The Motivation to
Work.
The studies included interviews in which employees where asked what pleased and
displeased them about their work. Herzberg found that the factors causing job satisfaction (and
presumably motivation) were different from those causing job dissatisfaction. He developed
the motivation-hygiene theory to explain these results. He called the satisfiers motivators and
the dissatisfies hygiene factors, using the term "hygiene" in the sense that they are considered
maintenance factors that are necessary to avoid dissatisfaction but that by themselves do not
provide satisfaction.
The following table presents the top six factors causing dissatisfaction and the top six
factors causing satisfaction, listed in the order of higher to lower importance.
Factors Affecting Job Attitudes
Leading to Dissatisfaction Leading to Satisfaction
Company policy
Supervision
Relationship w/Boss
Work conditions
Salary
Relationship w/Peers
Achievement
Recognition
Work itself
Responsibility
Advancement
Growth
Herzberg said that the factors causing satisfaction are different from those causing
dissatisfaction, the two feelings cannot simply be treated as opposites of one another. The
opposite of satisfaction is not dissatisfaction, but rather, no satisfaction. Similarly, the opposite
of dissatisfaction is no dissatisfaction.
While at first glance this distinction between the two opposites may sound like a play on
words, Herzberg argued that there are two distinct human needs portrayed. First, there are
physiological needs that can be fulfilled by money, for example, to purchase food and shelter.
Second, there is the psychological need to achieve and grow, and this need is fulfilled by
activities that cause one to grow.
From the above table of results, one observes that the factors that determine whether
there is dissatisfaction or no dissatisfaction are not part of the work itself, but rather, are
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external factors. Herzberg often referred to these hygiene factors as "KITA" factors, where KITA
is an acronym for Kick In The A..., the process of providing incentives or a threat of punishment
to cause someone to do something. Herzberg argues that these provide only short-run success
because the motivator factors that determine whether there is satisfaction or no satisfaction
are intrinsic to the job itself, and do not result from carrot and stick incentives.
Implications for Management
If the motivation-hygiene theory holds, management not only must provide hygiene
factors to avoid employee dissatisfaction, but also must provide factors intrinsic to the work
itself in order for employees to be satisfied with their jobs.
Herzberg argued that job enrichment is required for intrinsic motivation, and that it is a
continuous management process. According to Herzberg:
The job should have sufficient challenge to utilize the full ability of the employee.
Employees who demonstrate increasing levels of ability should be given increasing levels
of responsibility.
If a job cannot be designed to use an employee's full abilities, then the firm should
consider automating the task or replacing the employee with one who has a lower level
of skill. If a person cannot be fully utilized, then there will be a motivation problem.
Critics of Herzberg's theory
Critics of Herzberg's theory argue that the two-factor result is observed because
it is natural for people to take credit for satisfaction and to blame dissatisfaction
on external factors.
Furthermore, job satisfaction does not necessarily imply a high level of
motivation or productivity.
Herzberg's theory despite its weaknesses its enduring value is that it recognizes
that true motivation comes from within a person.