teaching materials

1. UNIT:THREE

2. UNIT:3. MOTIVATION AND PERCEPTION
3.1 Definition and concept of motivation
3.2 Maslow's hierarchy of human nee
3.3 Theories of motivation
 3.3.1 McGregor’s X and Y theory.
 3.3.2 Contingency theory (z theory)
 3.3.3 Hygiene maintenance theory of Herzberg(Two factors theory)
 3.3.4.3 Categories of adoption
 Prepared by: Deepak Gautam, iof, Pokhara, Feb, 2022

5. 3.2 Maslow's hierarchy of needs (ladder of needs) is a theory of
motivation which states that five categories of human needs dictate an
individual's behavior. Those needs are physiological needs, safety
needs, love and belonging needs, esteem needs, and self-
actualization needs.

6. 1. Physiological Needs: Physiological needs are the physical (primary) requirements for human survival
such as food, water, clothing, shelter ,sex etc. (basic needs).
2. Safety needs: They consists (protection and security.)
• Financial security, Health and well-being
• Safety net against accidents/illness and their adverse impacts
1. Social Needs: Involve in social activities.
 Involves feelings of belongingness and affiliation.
 Social groups may include clubs, co-workers, religious groups,professional organizations,
sports teams, and gangs.
1. Esteem needs: This includes the need to have self-respect. Status,recognition, appreciation etc.
2. Self Actualization: Represents the growth of an individual towardfulfillment of the highest
needs.
 Expressing one's creativity.
 Realized the potentiality of his/her talent and capabilities for selfdevelopment.
 Positively transform society are examples of self-actualization

7. • 3.3 Theories of motivation
3.3.1 McGregor’s X and Y theory.
According to Douglas McGregor, there are two sets of assumptions about how
people are motivated to work.
Theory X:
In traditional view, people work only for survival and avoid it as far as possible.
It is based on pessimistic assumptions of the average worker.
The average person dislikes work and will avoid it he/she can.
The average person is lazy, prefers to be directed (guided by others), wishes to
avoid responsibility, has relatively little ambition and wants security.
Therefore, threat of punishment must be given to the people to achieve
organizational objectives

8. Theory Y
People work naturally and enjoy it.
 It is based on optimistic assumptions of the worker.
People are self motivated to achieve the organizational objectives without
external rewards.
 They show high degree of commitment and creativity on solving organizational
problems widely.
The average person is creative, responsible to work, ambitious and have ability
to solve the problems.
Therefore, committed people on the organizational objective will be rewarded.
Conclusion: Theory X: People are lazy and will avoid work whenever possible.
Theory Y: People are creative and enjoy work

11. 3.2 Contingency theory ( Z ).
Also called Z theory.
Developed by Dr. William Ouchi’s
 It states that “ On increasing employee loyalty to the company by providing a job
for life with a strong focus on the well-being of the employee, both on and off the
job”.
According to Ouchi, Theory Z management tends to promote stable employment,
high productivity, and high employee morale and satisfaction.
Characteristics of the Theory Z
Long-term employment and job security
Individual responsibility
 Implicit control with explicit mechanisms.
 Collective decision-making
Slow evaluation and promotion
Moderately specialized careers
 Concern for a total person, including their family

12. 3.3 Hygiene maintenance theory of Herzberg
 It was developed by psychologist Frederick herzberg.
 Also called two factor theory or dual factor theory.
 It states that there are certain factors in the workplace
that causes job satisfaction or dissatisfaction.
 He concluded job satisfaction and job dissatisfaction act
independently of each others.
Factors affecting job dissatisfactions:
 Company policy
 Supervision
Relationship with Boss
Work condition
Salary
Relationship with peers.
12

13. • Factors affecting job satisfactions:
 Achievement
Recognition
 work itself
Responsibility
Advancement
Growth
13

14. Adoption and process of adoption
Adoption is a decision to make full use of a new idea. § According to Rogers “
Adoption process is the mental process through which an individual passes
from hearing an innovation to final adoption”.

17. 3.3.4.3 Categories of adoption
1. Innovators (2.5%): Innovators, who have the highest social status,
are willing to take risks. They also have the closest contact to
scientific sources and are social individuals. They have financial
liquidity and have more interaction with other innovators. Innovators
are not risk averse, i.e., they are not afraid to take risk. Hence, they
are willing to adopt technologies that may eventually fail.
2. Early adopters (13.5%): Among the categories, early adopters
have the highest degree of opinion leadership. They also have
financial liquidity, a relatively high social status, and a high level of
education. They are more socially forward than the other categories
below.Compared to innovators, early adopters are more discreet in
adoption choices.

18. 3. Early majority(34%): Members of the early majority adopt an
innovation considerably later than their early adopter counterparts. Their
social status is above average, and they also have close contact with
early adopters. However, they rarely hold opinion leadership positions in
a system
4. Late majority (34%): This group members usually adopt innovations
later than the average person does. They approach innovations with a
great deal of suspicion. They tend to have below-average social status
and also have little opinion leadership. Late majority members have little
financial liquidity and are typically skeptical about most innovations
5. Laggards (16%): This group is slow to adapt to new ideas or tech. They tend
to adopt only when they are forced to or because everyone else has already.
These people are bound by tradition and very conservative. They are
very skeptical of change and are the hardest group to bring on board.

19. Important links
• https://www.slideshare.net/DeepakGautam87/extension-education-
deepak-gautam
• https://www.biologydiscussion.com/agriculture/communication-diffusion-
and-adoption-agricultural-extension/24128
• https://en.wikipedia.org/wiki/Theory_X_and_Theory_Y#:~:text=Theory%2
0X%20explains%20the%20importance,approach%20tasks%20without%20
direct%20supervision.