ivation factors. Maslow's (1971, pp. 220, 284) hierarchy of needs and Herzberg's two factor model, however, are not identical. Herzberg (1966, p. 169) included such factors as compensation, working conditions, an so forth in the hygiene group. An unsatisfactory status of any of these hygiene factors could, thus, result in a disincentive for the individual to perform productively. By contrast, however, a satisfactory status for the factors would not motivate the individual to exceptional levels of performance. Herzberg's (1966, p. 169) motivational factors included such things as opportunities to achieve, opportunities to gain responsibility, and so forth, as motivational factors in the organizational life of an individual, the absence of which would not result in any disincentive to perform. A satisfactory status for these factors would motivate an individual to seek exceptional levels of performance.
Maslow (1954, pp. 97 101) recognized the significance of lower order needs as motivators. He contended, however, that, in modern societies, these needs were generally met. Thus, it was his contention that other means had to be employed to motivate individual within organizational structures. Specifically,
factors had to be introduced which would enhance an individual's opportunity to attain self actualization.
Skinner (1953, p. 31) held that it was necessary to look outside of an organism for an explanation of its behavior. Following through with this premise, he concluded that it was possible, through the manipulation of variables external to an organism, to both predict and modify its behavior (skinner, 1974, p. 46). The principal means of such manipulation was reinforcement both positive and negative.
Skinner (1953, p. 34) viewed the causal chain of behavior as a three link process. The first link was an operation performed on an organism from without, while ...