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: Motivators, and Hygiene factors.
In this video, we examine Frederick Herzberg's Two-factor Theory. It 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.
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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 • Introduction to Motiva...
The Fundamentals of Motivation • The Fundamentals of Mo...
The Main Process Models of Motivation
Elton Mayo and the Hawthorne Experiment • Elton Mayo and the Haw...
Victor Vroom and Expectancy Theory • What is Victor Vroom's...
John Stacy Adams and Equity Theory • What is John Stacy Ada...
Douglas McGregor and Theory X & Theory Y • What are Douglas McGre...
Primary videos that follow this video include:
Content (or needs) Models of Motivation
Abraham Maslow and The Hierarchy of Needs • Abraham Maslow and the...
Clayton Alderfer and ERG Theory • Clayton Alderfer and E...
Frederick Herzberg and Two Factor Theory • Frederick Herzberg and...
David McClelland and Three Motivational Needs Theory • David McClelland and T...
LESSON NOTES
Frederick Herzberg identified two sets of factors at play in motivation:
1. Hygiene factors
Factors that do not motivate us. The absence of hygiene factors will de-motivate us. We complain when our employer gets them wrong, but don't celebrate when they get them right. We 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 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, and removal of resources
2. Negative 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
Free Resources
CPD Tools - gum.co/MC-CPD
Paid resources
Management Courses Onboarding Kit - gum.co/MC-ObK ($3)
Motivation Graphics Pack: managementcour... ($2)
RECOMMENDED READING
Get the Kindle eBook that accompanies the course, for just $2.99 (or local equivalent): geni.us/dAPQ
For a solid introduction to motivation:
HBR Guide to Motivating People 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 geni.us/uq3EBO
Start With Why: How Great Leaders Inspire Everyone To Take Action geni.us/vjErAN
Lead, Motivate, Engage: How to INSPIRE Your Team to Win at Work geni.us/ABkZEx
Multipliers, Revised and Updated: How the Best Leaders Make Everyone Smart geni.us/E39I
Payoff: The Hidden Logic That Shapes Our Motivations geni.us/uMaP
The Progress Principle: Using Small Wins to Ignite Joy, Engagement, and Creativity at Work geni.us/tiEkeH
Management Courses Continuing Professional Development (CPD) Points
You can record your Management Courses CPD points on our free, downloadable CPD record log.
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Each video has two levels of MC CPD points. For this video:
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