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The other half would be to increase satisfaction in the workplace. This theory suggests that to improve job attitudes and productivity, administrators must recognize and attend to both sets of characteristics and not assume that an increase in satisfaction leads to decrease in dissatisfaction. In all cases, consumers want to reach certain goal states and the products are instrumental in reaching the goals. J. The two-factor theory has not been well supported by research. L. W. Porter and V. F. Mitchell, "Comparative Study of Need Satisfactions in Military and Business Hierarchies," Journal of Applied Psychology, 51 (April 1967), R. D. Pritchard, "Equity Theory: A Review and Critique," Organizational Behavior and Human Performance, 4 (May 1969), 176-211. Understanding Herzberg's motivation theory | ACCA Qualification Understanding Herzberg's theory recognises the intrinsic satisfaction that can be obtained from the work itself. Curiosity motives are motives that are supposed to prompt trials of new and/or innovative products. The second type of attributes (facilitators) elicit the disjunctive decision rule to select brands with facilitating (above threshold) values on other attributes. Functional motives are related to the technical functions the product performs. Vol 13, No 3. pp303-8. In his original paper, Herzberg examines 14 motivational and hygiene factors, of which these are notable examples: Hygiene factors are those which decrease job dissatisfaction. (1959). Herzbergs Two-Factor Theory of Motivation The factor that differentiates two-factor theory from the others we've discussed is the role of employee expectations. BSc (Hons) Psychology, MRes, PhD, University of Manchester. The product choice is the first to be made. C. N. Cofer and M. H. Appley, Motivation: Theory and Research, New York: Wiley, 1964. Charlotte Nickerson is a student at Harvard University obsessed with the intersection of mental health, productivity, and design. Herzbergs Two Factor Theory of Motivation. Sharon Ng, Nanyang Technological University, Singapore, Antonia Krefeld-Schwalb, Geneva School of Economics and Management These probabilities are strictly zero or above zero, and therefore, only positive.