Frederick Herzberg and the Two-factor Theory - Content Models of Motivation

Motivation is not the opposite of de-motivation. That's the conclusion that Frederick Herzberg came to. Rather, he recognized there are two sets of factors:

1. Motivators, and
2. Hygiene factors

I this video, we'll examine Frederick Herzberg's Two-factor Theory. t is one of the most important models in the psychology of motivation. So, it's a vital model for every manager to know about and understand.

Watching this video is worth 2 Management Courses CPD Points*.
(See below for more details)

This video is part of course module number 3.7.3
Program 3: Managing and Leading Individuals
Course 7: Motivation
Section 3: Content Models of Motivation

Primary videos that precede this video include:
- Introduction to Motivation https://youtu.be/hbPGqPLv2s4
- The Fundamentals of Motivation https://youtu.be/IVjnAZ-8-dY
The Main Process Models of Motivation
- Elton Mayo and the Hawthorne Experiment https://youtu.be/jRMO43s5NGY
- Victor Vroom and Expectancy Theory https://youtu.be/WDgF7Avijlc
- John Stacy Adams and Equity Theory https://youtu.be/ksnCw96vg7M
- Douglas McGregor and Theory X & Theory Y https://youtu.be/fS5iqEf1Azs

Primary videos that follow this video include:
Content (or needs) Models of Motivation
- Abraham Maslow and The Hierarchy of Needs https://youtu.be/gz5zNx3KnrE
- Clayton Alderfer and ERG Theory https://youtu.be/a01zosRYGnk
- Frederick Herzberg and Two Factor Theory https://youtu.be/f_qyDfZYfXQ
- David McClelland and Three Motivational Needs Theory https://youtu.be/jxNhGE3gPcA

LESSON NOTES
============
Frederick Herzberg identified two sets f factors at play in motivation:

1. Hygiene factors
These are factors that do not motivate us. But the absence of hygiene factors will de-motivate us. We complain when our employer gets these wrong, but we don't celebrate when they get them right. We just expect hygiene factors to be fulfilled. Hygiene factors tend to be external to the work we do:
- Policies
- Administration
- Salary
- Supervision
- Working conditions
- status

2. Motivators
Motivators are things we do celebrate. When our employer or manager offers these, they motivate us. Motivators tend to be intrinsic in our relationship with our work:
- Achievement
- Recognition
- Good work
- Responsibility
- Advancement
- Growth

Herzberg also identified what he called 'KITA' factors - KITA standing for 'Kick-in-the-ass'. These are things that have a sudden dramatic effect on our motivation. He labeled three types of KITA factors:

1. Negative physical KITA Factors
Direct and transparent interactions like critical feedback, reprimands, removal or resources
2. Neg psychological KITA Factors
Indirect interactions like manipulation, game-playing, dilemmas, stress
3. Positive KITA Factors
Bonuses, benefits, facilities – don’t generate motivation, but can fix demotivation
RECOMMENDED EXERCISE
======================
1. Survey the hygiene factors in your workplace that affect your staff. What issues are there? What can you do to fix them? (2 MC CPD Points)
2. Take action to remedy poor hygiene factors. (2 MC CPD Points)
3. Review your use of motivators. What can you do, to improve the way you motivate your team? (2 MC CPD Points)
4. Review your use of KITA factors. What can you do to reduce negative KITAs and increase your use of positive KITAs? (2 MC CPD Points)

DOWNLOADS
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Free Resources
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Paid resources
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RECOMMENDED READING
=====================
For a solid introduction to motivation:
- HBR Guide to Motivating People https://geni.us/sO2IKgn

The best of modern thinking on motivation, in accessible business books. These are all modern classics:
- Drive: The Surprising Truth About What Motivates Us https://geni.us/uq3EBO
- Start With Why: How Great Leaders Inspire Everyone To Take Action https://geni.us/vjErAN
- Lead, Motivate, Engage: How to INSPIRE Your Team to Win at Work https://geni.us/ABkZEx
- Multipliers, Revised and Updated: How the Best Leaders Make Everyone Smart https://geni.us/E39I
- Payoff: The Hidden Logic That Shapes Our Motivations https://geni.us/uMaP
- The Progress Principle: Using Small Wins to Ignite Joy, Engagement, and Creativity at Work https://geni.us/tiEkeH

Management Courses Continuing Professional Development (CPD) Points
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Видео Frederick Herzberg and the Two-factor Theory - Content Models of Motivation канала Management Courses - Mike Clayton