Before we go into look at the four major content theories of motivation developed by the theorists, it is thus vital to have a general understanding of what content theories are in the first place. Hence so, the content theories also known as the ‘needs theories’ are based on the needs of the individuals. In other words, these theories basically explain why the needs of the humans keep changing overtime thus focussing on the specific factors that motivate them. By doing so, what they try to explain is that the needs of the individuals should be taken into consideration, and thus be satisfied in order to motivate them. To say, if these needs of the individuals are not met or satisfied, then it is unlikely that the people will be motivated to perform the tasks in order to meet the goals and objectives. Having said that, let us now look at each of the four content theories separately.
Maslow’s Hierarchy of Needs Theory
The Hierarchy of Needs theory is one of the four major content theories developed by Ibrahim Maslow in the year 1943. This theory is based on the fact that it is the unfulfilled needs that leads to motivate the individuals. It also provides an understanding to why the needs of the individuals keep changing overtime and the importance of identifying what each and every individual is after in terms of their needs. This is because, it probably gives an insight to what exactly are the individual needs that have to be met, in order to motivate them. Having said that, Maslow identified five levels of needs which are basically the,
Self Actualization ( level 5 – highest level)
Self Esteem ( level 4 )
Social belonging & Love needs (level 3)
Safety ( level 2)
Physiology ( level 1)
According to Maslow, these five levels of needs have to be satisfied if the individuals are to be motivated. In other words, it is said to believe that motivation is thus driven by the existence of these unsatisfied needs, meaning to say that unless they have fulfilled their needs there are motivated to do so. However, his idea was that in order to motivate the individuals the first higher level of needs have to be satisfied before the next level of needs. And only once the lower level of needs are satisfied the next level of needs will act as a motivator. For example, a person who is dying of hunger will at first be motivated to fulfil his hunger by earning wages/salaries . But once his basic needs are satisfied, then this will no longer act as a motivator , but thereafter it is only the second level of needs such as a good and safe working environment etc that will lead to motivate him. To say, Maslow pointed out the fact that satisfying the individual needs is a step by step process that should follow from the lowest level to the highest level of needs and only satisfies one level of needs at a time.
Herzberg’s Two Factor Theory
Herzberg’s Two factor theory is another major content theory that focuses on the individual needs of the people. According to Herzberg, he basically identified two separate groups of factors that had a strong impact on motivation. His first group of factors were the hygiene factors which consisted of factors such as working conditions, quality of supervision, salary, status, company policies and administration. What he tend to believed was the fact that hygiene factors strongly influenced feelings of dissatisfaction among employees thus paving way to affect the job performance. He also went in to say that the presence of these factors will not motivate the employees as such, but rather it is necessary to have the hygiene factors right in the first place if the employees are to be motivated. What actually meant by this was that, if these hygiene factors are not present in the organization then it is not quite possible to motivate the employees thus because it is these factors that act as the foundation for the motivating factors to be effective. For example, without a good and safe working environment it is no use giving responsibility to an employee because the chances of motivating him are very low.
Having said that, the second group of factors identified were known as the motivating factors which consisted of factors such recognition, achievement, responsibility, interesting job and advancement to higher level tasks as and growth etc. Herzberg believed that the motivating factors do satisfy employees which will eventually lead to employee motivation. But he also went into say that in order for the motivating factors to act there have to be the hygiene factors present.
Alderfer’s ERG Theory
The ERG theory is another form of content theory developed by Alderfer. This is also based on the needs of the individuals. To say, the ERG theory was proposed thus thinking that it will basically overcome the limitations of the Maslow’s hierarchy of needs theory. However, this too is in the form of a hierarchy but only comprising of three levels. In other words, unlike the Maslow’s theory which has five levels of needs the ERG theory has simplified the levels of individual needs in to just three levels. The three levels of needs identified by Alderfer are,
Existence ( Physiological & Safety needs) Relatedness ( Social & External Esteem needs) Growth ( Internal Esteem & Self-Actualization needs )
Alderfer basically reduced the number of levels in his hierarchy thus combining each of the levels together. In other words, the first level in his hierarchy was formed by grouping both the physiology and safety needs together. Then he combined the social and external esteem needs as the second level and last of all the internal esteem and self-actualization needs as the third and final level. However, he went into say that the first level of needs which is existence still have the priority over the other two levels of needs. And hence, the order of the needs may not exact be the same for all individuals and thus could rather change depending on the individual. It doesn’t always happen that the individuals are motivated to satisfy the lower level first in order to go to the next level as in the Maslow’s hierarchy of needs theory. For example, an individual will be motivated to perform the tasks because of his need for recognition is fulfilled rather than for a safer working environment. Unlike in Maslow’s hierarchy, the ERG theory allows for different levels of needs to be pursued simultaneously. He further went into say that, according to his theory the individuals may expect to satisfy a higher level of needs and those who are unable to satisfy that level ( frustration regression process) will eventually be frustrated and look to satisfy the lower level that seems to be much more easier to satisfy in order to motivate them. This will motivate the individuals for the moment with the hope that they could satisfy the higher level in the times to come. In such situations, it is thus important for the employers to identify this and help them to satisfy the lower level of needs in order to motivate them.
McClelland’s 3 Needs Theory
The 3 Needs theory also known as the Acquired theory or the Learned theory, is another content theory developed by McClelland around 1961. Like the other content theories, this theory is also based on the needs of the individuals. In his theory, what McClelland tries to explain is the fact that motivation of an individual could basically result from three dominant needs. The three dominant needs identified are,
The need for achievement The need for power The need for affiliation
According to McClelland, human motivation is thus dominated by these three needs. In other words, some individuals will look for tasks that will help them to achieve something, paving way to motivate them. Likewise some others may need power and some may look for affiliation. However, he also went into say that even though all these needs are present in each and every individual, there is basically one need that dominates the individuals when it comes to most people. For example, an individual will want to achieve certain things, will want to maintain good relations with others but at the same time, more than anything else they may want lead the others in order to motivate them.
The need for Achievement
Having said that, the need for achievement basically means the extend to which an individual wants to perform tasks that are difficult and indeed challenging. To say , in order to motivate an individual with a need for achievement they probably have to be given difficult and challenging tasks. They will basically go to achieve goals that are challenging and realistic. In other words, what they really want is success and positive feedback, avoids both the low-risk and high-risk situations, and prefer to work alone rather than in a team with other high achievers. That way, they really tend to be motivated if they happen to believe the tasks they are given to perform are indeed challenging.
The need for power
Likewise, individuals with the need for power will basically want to lead the others. This may be two types meaning to say personal and institutional. . In other words, some individuals will look for personal power while the other may need for institutional power. Individuals with a need for personal power will thus want to direct and influence others. What actually mean by this is that, if they are not allowed to lead the others then they probably will be de-motivated. Saying that, individuals with a high need for institutional power wants to organize the efforts of others for the success of the organization. For example, individuals with the need for institutional power are more likely to be motivated if they are provided with status oriented positions, managerial posts and leadership.
The need for Affiliation
And to say, individuals with the need for affiliation basically look for good, friendly interpersonal relationships with others. In others words, they really want to feel like that they are accepted by others and liked by others, they basically strive to maintain good relationships by way of trust and understanding, they prefer cooperation more than competition, As a result, individuals with a high need for affiliation do prefer to work as a team and work in customer service environments which will lead to motivate them.
And finally, it should be said that all of the content theories are based on the fact that in order to motivate the people their needs have to be satisfied or fulfilled. Individual need do vary from one individual to another, and that is why it is important to understand these theories properly in order to motivate the individuals effectively.
By shameena Silva