Hygiene factors such as working conditions, pay and job security ensure that employees are . J. F. Engel, D. T. Kollat and R. D. Blackwell, Consumer Behavior, New York: Holt, Rinehart and Winston, 1973 (second edition). W. Fred van Raaij, Tilburg University M. A. Wahba and J. G. Bridwell, "Maslow Reconsidered: A Review of Research on the Need Hierarchy Theory," Organizational Behavior and Human Performance, 15 (April 1976), 212-40. Maslow's basic needs (Maslow, 1943, 1965, 1970) are thought to be structured in such a way that the satisfaction or gratification of the lower-order needs leads to the activation of the next higher-order need in the hierarchy. J Appl Psychol, 2(1), 17-24. Status, prestige, and esteem may be derived from the possession and usage of products and their conspicuous features. The background of this study is about two factors of motivation. It seems to be influenced more by Lewin's field theory in that it involves the perceptual analysis of (1) alternatives with their (2) desirabilities and (3) expectancies, and their (4) outcomes in the immediate psychological field. Therefore, the outcome or consequence has attraction or value to the individual. The most basic is the criticism that both of these theories contain the relatively explicit assumption that happy and satisfied workers produce more, even though this might not be the case. Classifications of needs, as provided by McDougall or Murray look similar to classifications of elements in chemistry, but lack their strictly defined structure and usefulness. He concludes that further research is necessary to find its true potential as a determinant of consumer behavior (Schewe, 1973). The desired goal state is perceived as unattainable in this case. Hygiene factors include company policies, supervision, salary, work relationships, work conditions, and job security. In the generic choice process, consumers compare the product classes on their ability to satisfy the basic needs. Herzberg's Motivation-Hygiene Theory: Two-factor BSc (Hons) Psychology, MRes, PhD, University of Manchester. Maslow initially postulated that high satisfaction or dissatisfaction is given high ranked importance (Maslow, 1965). In the generic choice process, consumers compare the product classes on their ability to satisfy the basic needs. 1. The other principle is the deprivation/domination principle, which states that the most deficient need is the most important need. Herzberg Motivation Theory: Understand how to Create the right Physiological motives or primary motives 2. Herzberg's Two Factor Theory of Motivation: A Simple Summary According to Herzberg, intrinsic motivators and extrinsic motivators have an inverse relationship. To achieve growth needs, deficiency needs must first be satisfied. 1), overall preference or total utility a product class satisfies and the evaluation of these motives may be written as, EQUATION (1) Uj is the utility of product class j that satisfies m motives (Mij), and Vi is the evaluation of the m motives on a favorable-unfavorable scale.
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