Table of content

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1. Introduction

2. Similarities and Differences Alderfer’s ERG Theory with

Maslow’s Hierarchy of NeedsTheory

3. Smilarities and Differences Hezberg’s Motivation-Hygiene Theory

With Maslow’s Hierarchy of Needs Theory

4. Conclusion

5. References
Introduction

A person with the good knowledge of organization behavior about the psychology and
sociology can helps brands managers in preparing strategies for theirs business or
company. Thus, understanding organization behavior can lead to a career in brand
management. So, Abraham Maslow was introduced his theory about how people satisfy
various personal needs in the contact of their work. He assumes that it is easier for a
person to motivate their life. With his theory of motivation identifies have different
stages and form motives which will motivate a people in the different stages of their
lives. Figure 1.0 can be shown in a hierarchy needs from Maslow and ERG Alderfer. The
higher level needs will be activated when the lower level needs are satisfied according to
Maslow. When the people satisfy their need for the basic stuff in their life, they can no
longer be motivated with them.

Self- Actualization Needs

Growth
Needs

Esteem Needs
Relatedness
Needs
Social Needs
Existence
Needs
Safety Needs

Physiological needs
Alderfer’s
ERG
Maslow’s Hierarchy of Needs Theory Theory

Figure 1.0
 In Abraham Maslow groundbreaking book motivation and personality (1954)
Maslow explains his theory of motivation. One of Maslow main theses is that people all
over the world are motivated by he same universal needs even thought they find very
different strategies to gratify them.1Motivation is what moves people. It is the driving
force for all human behavior.2
Maslow hierarchy of needs presented five levels. The four lower levels are being
associated with Psychological needs, while the top level come and growth associated
with psychological needs. This higher need only comes when the lower needs are
satisfied. For example: A new manager of X company has lost communicate and does
not like to social relationship with his staff. So, he lost one need and he must to motivate
himself to get the real accomplishment.
In 1969, Clayton Aderfer’s revision of Abraham Maslow’s Hierarchy of Needs,
called the ERG Theory appeared in Psychological Review in an article entitled “An
Empirical Test of a New Theory of Human Need”. Alderfer’s contributed to
organizational behavior was dubbed the ERG theory (Existence, Relatedness, and
Growth) and was created to align Maslow motivation theory more closely research. 3
The ERG theory is based on the work of Maslow, so, it has much in common with
it but it also has different in some important aspects. Studies had shown that the middle
levels of Maslow’s hierarchy have some overlap.4 Alderfer addressed this issued by
reducing the number of levels to three.
First levels are Existence. The ERG theory of Existence refers to basic material
existence motivator such as Physiology and Safety needs.At the next level of ERG theory
is Relatedness. It is refer to motivation for maintaining interpersonal relationship which is
consist of Social Needs and External Esteem Needs. Relatedness needs to socialize,
complete and influence others and people can interacting with others naturally.
At the highest end are the growth need is refer to an intrinsic desire for personal
development also consist of Internal Esteem Needs and Self-Actualization Needs. In the
growth level, people need to realize their potential and become what they are capable of

1
http://two.not2.org/psychosynthesis/book.html
2
Marketing Best Practise.Abd. Aziz Latif,Fairol Halim, Filzah Md. Isa, Intan Syafinaz Ahmad, Thomson
Asia Pte Ltd 2003. Page:144.
3
http://www.envisionsoftware.com/articles/ERG_THEORY.html
4
http://www.netmba.com/mgmt/ob/motivation /erg/
becoming. Like Maslow’s model, the ERG theory is hierarchical. Existence needs have
priority over relatedness needs, which have priority over growth.
In addition to reduction in the number of levels, the ERG theory differs from
Maslow in the following three ways. First, the ERG theory acknowledges that if higher
level needs remain unfulfilled, the person may regress to lower level needs that appear
easier to satisfy.5
Second, the ERG theory allows the different level of needs to pursue
simultaneously. Its is because, Maslow’s Needs hierarchy theory has five level but ERG
Alderfer’s was summarized the Maslow needs to three level.
Third, the ERG theory also accounts for differences in need preferences between
cultures better than Maslow Needs Hierarchy. 6 This theory allows the order of needs be
different for different people.
So, ERG Alderfer’s Theory has differences from Maslow’s Needs Hierarchy
although it’s become the same basic factors. However, they have reason of their self to
motivate people by the different strategies.

5
http://www.netmba.com/mgmt/ob/motivation /erg/
6
http://www.netmba.com/mgmt/ob/motivation /erg/
 Herzberg’s Motivation- Hygiene Theory also known as Two Factor Theory. It was
developed by Frederick Herzberg, a psychologist who found that job satisfaction and
job dissatisfaction acted independently of each other. Two Factor Theory states that
there are certain factors in the workplace that cause job satisfaction, while a separate
set of factors cause dissatisfaction.7 These Theory also related by Maslow theory of
motivation. First component motivation theory involves the hygiene factors and
includes the work and organizational environment. The hygiene factors are:
• Working conditions
• Quality of supervison
• Salary
• Security
• Company
• Job
• Company policies and administration
• Interpersonal relations
While, the next component involves the motivation factors. The motivation factors
include:
• Achievement
• Recognition for achievement
• Responsibility for task
• Interest in the job
• Advancement to higher level tasks
• Growth
With Herzberg’s theory, people not content with the satisfaction of lower order
need work.8 It is because, people more content higher level psychological needs than
lower level needs. Satisfaction and psychological growth are a result of motivation
factors and Dissatisfaction is a result of lack of hygiene factors. 9 As we know, motivation

7
http://en.wikipidia.org/wiki/two_factor_theory
8
http://en.wikipidia.org/wiki/two_factor_theory
9
http://www.leadership-basics.com/leadership-motivation-frederick-herzberg81.shtml
is what people want in their self. For example: A Manager more essential to do with
achievement, responsibility or recognition rather than minimum salary level or security
and pleasant working conditions. Hygiene factors are needed to ensure an employee is
not dissatisfied while the motivation factors are needed in order to motivate an employee
to higher performance.
Unlike Maslow, who offered little data to support his idea, Herzberg and others
have presented considerable empirical evidence to confirm the motivation-hygiene
theory.10
So, Herzberg’s theory argue that two-factors result is observed because it is
natural for people take credit for satisfaction and to blame dissatisfaction on external
factors. Furthermore, job satisfaction does not necessarily imply a high level of
motivation.

10
http://en.wikipedia.org/wiki/two_factor_theory
Conclusion

According three theories, Maslow Needs Hierarchy Theory, ERG Alderfer’s theory and
Herzberg’s theory- Two Factors Theory, I assume that the better strategies to motivate
peoples are Maslow ‘s Hierarchy of Needs theory. Its is because, the core motivation in
each level is an expression of a need generated by person in order to manifest on different
levels of hierarchy. He uses evaluation with higher and lower needs to explain each
person development from childhood to maturity. It’s can help people to motivate their self
and satisfying in their life. By the way, I have showed Maslow’s hierarchy of needs and
personality work is the good match.
References

1. Marketing Best Practise.Abd. Aziz Latif,Fairol Halim, Filzah Md. Isa, Intan
Syafinaz Ahmad, Thomson Asia Pte Ltd 2003.
2. Gelagat Organisasi.Teori,Isu dan Aplikasi. Abd. Azizi Yusof. Terjemahan Prentice
Hall. Universiti Utara Malaysia.

1. http://www.envisionsoftware.com/articles/ERG_THEORY.html
2. http://en.wikipedia.org/wiki/two_factor_theory
3. http://www.leadership-basics.com/leadership-motivation-frederick-
herzberg81.shtml
4. http://www.netmba.com/mgmt/ob/motivation /erg/
5. http://www.two.not2.org/psychosynthesis/book.html