TITLE

Industrial Salesforce Motivation: A Critique and Test of Maslow's Hierarchy of Need

AUTHOR(S)
Berl, Robert L.; Williamson, Nicholas C.; Powell, Terry
PUB. DATE
May 1984
SOURCE
Journal of Personal Selling & Sales Management;May84, Vol. 4 Issue 1, p33
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This article explains the application of Abraham H. Maslow's Hierarchy of Need theory to delineate reward structures for sales personnel. Historically, members of the sales management community have used Maslow's Hierarchy of Need theory to explain each employee's need structure and motivational state. Numerous salesmanship and sales management texts and contemporary studies using other motivational theories tend to use Maslow's theory as a means of delineating reward structures. Maslow's Hierarchy of Need is a general theory of motivation. Maslow theorizes that people have five classifications of needs which act as motivators. These classifications are: physiological needs, safety and security needs, social and belongingness needs, ego, status, and self-esteem needs, and self-actualization needs. Between 1966 and 1973, ten factor-analytic studies attempted to test Maslow's need classification scheme, and none of the studies showed all of Maslow's need categories as independent factors. Maslow has also hypothesized a gratification/activation proposition. Once a need has been at least relatively satisfied, the need submerges and permits the next level of need to become activated.
ACCESSION #
6290724

 

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