2. Human Motivation
• In Physics, ‘a force’ is described as ‘any form of push or
pull towards some direction’
Pull
Push
Motivation is a psychological force which gets
developed inside a human that push or pull to do
some action
3. Human Motivation - Definition
• Motivation can be described as the ‘driving force’ within an
individual that impels (induces) a person to do some action
• How this ‘driving force’ emerges or gets created inside a
person????
Unfulfilled Needs
Driving
force
4. How motivational force gets created?
Unfulfilled
Needs
Tension
Driving
force
As soon as Kanthi heard the news of Fonterra’s business
suspension, she was scared and felt that there will be a big
shortage of milk powder in the market. So she immediately
went to a Supermarket and purchased 10kg of milk powder
from some popular brand for her family
9. Characteristics of Human Needs
Humans
have
unlimited
needs and
wants
Needs will be
satisfied by
wants
A new need
will emerge
soon after
satisfying an
existing need
10. Needs
Human Needs…..CONTD
Innate Needs or Primary Needs
Acquired Needs or Secondary Needs
Innate needs are physiological (biogenic) which needs for the survival (born
with) Hunger, thirsty, breathing, shelter, sex, etc.
Acquired needs are that we learn in response to our culture or environment
(psychogenic) self-esteem, prestige, affection, power, recognition, etc.
11. Success and Failure in Achieving Goals
• When humans successfully achieve their set
goals they will set new and higher goals for
themselves (this is called raising the level of
aspirations – e.g. Brand aspiration)
• Failure to achieve a goal may result in
frustration, and people react differently
when they feel frustration
• To avoid any tension happening due to
frustration people use ‘defense
mechanisms’
12. Defense Mechanisms
Defense
Mechanism
Aggression
Rationalization
Description
Responding with aggressive behaviour
Justifying their failure by finding
reasons
Regression
React with an immature behaviour
(damaging clothes in a shopping mall)
Withdrawal
Completely move away from the
situation
Projection
Projecting the failure to others
Daydreaming
Dream about the success
Identification
Identifying with other similar goals
Repression
Press the unsatisfied need so that it will
not emerge again
