2. accompany
food & water, air, sleep, sex ...
safety of body, employment,
health, property ...
tribe, family,
friendship, brand
social network
self-esteem
respect (<->)
true
self
reaching
potential
values
Self-actualization
Self-esteem
Belonging
Safety
Physiol.
A. Maslow
hierarchy of needs
• Needs
• Hierarchy
• Lower level needs to be
fulfilled before higher-level
needs can come to bear
3. accompany
D. McClelland
Motivations
• Need for achievement (nAch) drive to
excel, to achieve, to succeed.
• Need for power (nPow) influence, lead, have an
impact, be in charge.
• Need for affiliation (nAff) desire for friendly
and close interpersonal relationships (need to be liked?)
David McClelland “The Achieving Society” [1961]
4. accompany
F. Herzberg
Dual factor theory
Motivators
• Achievement
• Recognition
• Work Itself
• Responsibility
• Promotion
• Growth
Frederick Irving Herzberg [1923 - 2000]
5. accompanyFrederick Irving Herzberg [1923 - 2000]
Hygiene Factors
• Pay and Benefits
• Company Policies
• Relationships with others
• Supervision
• Status
• Job Security
• Working Conditions
• Personal life
F. Herzberg
Dual factor theory
9. accompany
McGregor
Assumptions of theory X
• Employees do not like to work and will seek
to avoid it.
• Therefore, they have to be forced or
threatened.
• Employees avoid responsibility and need
directions.
• Most workers display little ambition.
Theory X / Theory Y
Assumptions of theoryY
• Physical and mental effort at work is natural.
• People do exercise self-control and self-
direction when committed to the
organization’s goals.
• Average human beings are willing to take
responsibility and exercise imagination,
ingenuity and creativity.
• People have potential.
This organization will be authoritarian in nature. This organizations will be participative in nature
The aims of the organization and of the individuals
are aligned