2. INTRODUCTION
• Content theories are also called needs theories
• They are generally associated with a view that concentrates on the importance of
determining 'what' motivates us.
• They try to identify what our 'needs' are and relate motivation to the fulfilling of
these needs.
• Content theories focus on factors within a person that:
Energize Behavior
Direct Behavior
Sustain Behavior
Stop Behavior
3. CONTENT THEORIES
• Maslow's Hierarchy of Needs.
• "Management Assumptions" (Theory X and Theory Y).
• ERG Theory.
• McClelland's Need for Achievement, Affiliation and Power.
• Herzberg's' Two Factor Theory.
4. Maslow's Hierarchy of Needs
• Maslow (1943, 1954) stated that people
are motivated to achieve certain needs
and that some needs take precedence
over others.
• Our most basic need is for physical
survival, and this will be the first thing
that motivates our behavior.
• Once that level is fulfilled the next level
up is what motivates us, and so on.
5. "Management Assumptions“ (Theory X and Theory Y)
• Developed by social psychologist Douglas McGregor.
• It describes two contrasting sets of assumptions that managers make about their
employees.
• Theory X – Organizations hold a negative view of employees. People dislike
work, have little ambition, and are unwilling to take responsibility.
• Theory Y –Organizations hold a positive view of employees. People are self-
motivated and enjoy the challenge of work.
6. ERG Theory
Clayton P. Alderfer's ERG theory from 1969 condenses Maslow's five human needs
into three categories: Existence, Relatedness and Growth.
7. Two Factor Theory
• Herzberg’s Motivation- Hygiene
Theory
• There are certain factors in the
workplace that cause job
satisfaction, while a separate set of
factors cause dissatisfaction.
• Opposite of satisfaction – no
satisfaction
opposite of dissatisfaction – no
dissatisfaction
8. McClelland's Theory
• David McClelland introduced this theory during 1960’s.
• It is based on Maslow’s hierarchy of need.
• According to him individual posses three needs which are not innate
they are learned through culture, age and experiences.
The Need for Achievement
The Need for Affiliation
The Need for Power
