Motivation Theories: Content vs Process Theories

This article discusses the similarities and differences between content theories and process theories of motivation. It explores how these theories can be applied in the management of Accenture to motivate employees and drive performance.

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Motivation is considered as the one of the major factor that leads to employment
relationship. As stated by Chang, Chang and Shih (2016), the content theories of motivation
depend upon the components that are required to motivate anybody. The content theories is
considered as the earliest theories of motivation. The content theories create great effect on the
management policies. As commented by Islam (2018), the process theories of motivation
depends upon the behavior is caused, sustained or stopped by the motivational factors. The
process theories mostly imply the individual choices that are based on the preferences, reward
factors and the sense of accomplishments (Suedfeld 2017). This study will show the similarities
and differences between the content theories and process theories. This study will show the
usefulness of the chosen theories on the manager of Accenture.
The content theory involves Maslow’s needs hierarchy, Alderfer’s ERG theory,
McClelland’s achievement motivation and Herzberg’s two-factor theory. Maslow’s needs
hierarchy theory condenses needs into five basic categories. As stated by Cook and Artino
(2016), Maslow ordered these needs in his hierarchy, beginning with the basic psychological
needs and continuing through safety, belonging and love, esteem and self-actualization. Alderfer
agreed with Maslow that unsatisfied needs motivate individuals as the individuals’ looks after
satisfying those needs (Chang, Chang and Shih 2016). Alderfer also agreed that individuals
generally move up the hierarchy in satisfying their needs; that is, they satisfy lower-order before
higher-order needs. As lower-order needs are satisfied, they become less important, but Alderfer
also said: as higher-order needs are satisfied they become more important. As commented by
Cook and Artino (2016), In the McClelland – Need for achievement, affiliation and power the
learned needs could lead to diversity and variety between employees. More precisely,
prioritization and importance of these motivational needs characterizes a person’s behavior.

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There are four predominant process theories that include reinforcement, expectancy, equity and
goal setting. Another important process theory is the goal setting theory that was developed by J
Stacey Adams, a psychologist for General Electric. The theory argues that goals have to be more
specific to drive performance (Kehr, Strasser and Paulus 2018). As commented by Dornyei,
Henry and Muir (2017), this theory is also supported by research. Vague goals do not motivate
employees, as do the specific goals. So a few things that can be understood from the process
theories are: Goals are important to direct behavior and Equity should be considered an
important factor while designing the motivational programs (Dornyei, Henry and Muir 2017).
Accenture is required to look after the process of the employee engagement process in the
organization. This can be achieved by the manager by applying the content theory and the
process theory of motivation in the organization. The content theory of motivation helps the
manager to understand the factors that motivates the employees in the organization. As
commented by Jones, Tendhar and Paretti (2016), the manager will able to focus on the internal
factors that satisfies the employees of the organization by the application of the content theory.
Kanfer, Frese and Johnson (2017) stated that like the manager will be able to identify the lower
esteems and higher esteems of needs of employees. Thus the manager identifies the current
needs of the employees for satisfying their higher esteem of needs. This is so because the
manager will able to satisfy the higher esteems of the customers only after satisfying the current
needs of the employees (Suedfeld 2017). As discussed by the Dornyei, Henry and Muir (2017)
The process theory helps the manager of Accenture to identify why the motivation is required for
the employees and how the motivational factors can be achieved by the organization for driving
the employee’s attention towards the organization (Cook and Artino Jr 2016). The manager is
required to follow the equity theory as this theory helps the manager to makes their employees

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feel that the employee and the employer have made equal investments on each other. This helps
the manager to motivate the employees by showing them the perceptions of the workplace
fairness and inequalities (Islam 2018). The expectancy theory help the managers to make their
employees assume about the outcome of their performances that will help them to motivate the
employees of the organization and their behavior towards the organization (Kehr, Strasser and
Paulus 2018). The manager is required to make expectancy that increases the employee’s belief
in their own capabilities (Jones, Tendhar and Paretti 2016). Therefore by this theory the
employees will be satisfied with their job and motivated towards their job. The manager is
required to set goals for the employees so that they feel motivated when they faces more than
one objectives (Jones, Tendhar and Paretti 2016). The employees will feel more motivated when
they feel that rewards of achieving goal will materialize. Thus by the implication of the variance
theory will make the employees more motivated towards the organization (Kanfer, Frese and
Johnson 2017).
Therefore from the above discussion it can be concluded that the content theories
depends upon the components that are required to motivate anybody. The content theories is
considered as the earliest theories of motivation. In any work environment the content theories
plays the greatest role thereby creating great effect on the management practice policies. The
content theory involves the Maslow’s needs hierarchy, Alderfer’s ERG theory, McClelland’s
achievement motivation and Herzberg’s two-factor theory. The process theories on the other
hand explore how behavior is caused, sustained or stopped by the motivational factors. There
are four predominant process theories that include reinforcement, expectancy, equity and goal
setting. The process theories mainly imply that individual choices are based on preferences,
reward factors and sense of accomplishment. Therefore, the managers should understand the

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process of motivation as it is one of the core responsibility of the manager to motivate their
employees towards their work. This can only bring the desired outcome of the organization and
would also help the organization to compete in the business market.

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References
Chang, C., Chang, C.K. and Shih, J.L., 2016. Motivational strategies in a mobile inquiry-based
language learning setting. System, 59, pp.100-115.
Cook, D.A. and Artino Jr, A.R., 2016. Motivation to learn: an overview of contemporary
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Dornyei, Z., Henry, A. and Muir, C., 2017. Motivational Currents in Language Learning:
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Islam, N., 2018. A Few Aspect of Motivation: An Overview of Concepts, Theories and
Techniques.
Jones, B.D., Tendhar, C. and Paretti, M.C., 2016. The effects of students’ course perceptions on
their domain identification, motivational beliefs, and goals. Journal of Career
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Kanfer, R., Frese, M. and Johnson, R.E., 2017. Motivation related to work: A century of
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Kehr, H.M., Strasser, M. and Paulus, A., 2018. Motivation and Volition in the Workplace.
In Motivation and Action (pp. 819-852). Springer, Cham.
Suedfeld, P., 2017. Models of attitude change: Theories that pass in the night. In Attitude
Change (pp. 1-62). Routledge.