Defining Motivation Theories

Defining Motivation • Motivation – “factors that activate, direct and sustain goal-directed behaviours” (Nevid, 2012, p.288). – “concerns energy, direction, persistence and equifinality – all aspects of activation and intention” (Ryan & Deci, 2000a, p.69). – “an unobservable inner force that stimul...

Defining Motivation • Motivation – “factors that activate, direct and sustain goal-directed behaviours” (Nevid, 2012, p.288). – “concerns energy, direction, persistence and equifinality – all aspects of activation and intention” (Ryan & Deci, 2000a, p.69). – “an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response”. (Mothersbaugh et al. 2019) Key Concepts: Energy and Direction Drive Theory • Focuses on fundamental biological needs that produce arousal (e.g. hunger, thirst etc.) • Arousal creates internal tension which motivates us to achieve balance. This balance is known as homeostasis. • Drive theory does not account for all behaviours e.g. in the case of delayed gratification drive (i.e. imbalance) is increased. Expectancy Theory • Proposed by Vroom (1964) to explore work motivation • Assumes individuals are motivated by outcomes of behaviours • Expectancy theory – has at its core the Valence – Instrumentality – Expectancy Model (VIE model) * Valence refers to the “importance, attractiveness, desirability or anticipated satisfaction with outcomes” Goal Direction - Pathways • Depending on how narrowly/broadly defined goals are there may be multiple pathways to achieve them. • Clearly specified goals may offer fewer pathways – e.g. passing a module vs. becoming famous. Two motivation theories 1. Maslow’s Hierarchy of Needs – A theory designed to account for most human behavior in general terms. 2. McGuire’s Psychological Motives – A fairly detailed set of motives used to account for specific aspects of consumer behavior. Criticisms of Maslow’s Hierarchy • The application is too simplistic: – It is possible for the same product or activity to satisfy every need. • It is too culture-bound: – The assumptions of the hierarchy may be restricted to Western culture • It emphasizes individual needs over group needs – Individuals in some cultures place more value on the welfare of the group (belongingness needs) than the needs of the individual (esteem needs) McGuire’s Psychological Motives • Two criteria determine four categories 1. is the mode of motivation cognitive or affective? 2. is the motive focused on preservation of the status quo or on growth and development McGuire’s Psychological Motives Preservation Oriented Motives Growth Oriented Motives Cognitive Motives Cognitive Preservation Motives • Need for Consistency • Need for Attribution • Need to Categorize • Need for Objectification Cognitive Growth Motives • Need for Autonomy • Need for Stimulation • Teleological Need • Utilitarian Need Affective Motives Affective Preservation Motives • Need for Tension Reduction • Need for Expression • Need for Ego Defense • Need for Reinforcement Affective Growth Motives • Need for Assertion • Need for Affiliation • Need for Identification • Need for Modeling Need for Consistency • People's need to have all facets of themselves uniform with one another, with a common motive being cognitive dissonance.