2 levels of motivation While his research focused on employees in the workplace,Frederick Herzberg’s work in the 1950s and 1960s on the drivers of human behaviour has a great deal to offer marketers in 2020. Herzberg identified two categories of human need: •    Hygiene•    Motivational According to Herzberg, hygiene needs were basic needs that while […]

2 levels of motivation While his research focused on employees in the workplace,Frederick Herzberg’s work in the 1950s and 1960s on the drivers of human behaviour has a great deal to offer marketers in 2020. Herzberg identified two categories of human need:•    Hygiene•    MotivationalAccording to Herzberg, hygiene needs were basic needs that while not driving satisfaction, were very effective in driving dissatisfaction. In the consumer context, hygiene needs alone may not motivate a person to buy a product. However, the absence of a need would disqualify a product from consideration. For example, having four wheels would not make a car more appealing to a consumer but the lack of the wheels would disqualify the vehicle from consideration – or comparison with other brands. Hygiene factors must be present for a product to be considered but will not necessarily motivate a purchase.According to Herzberg, motivational needs can encourage specific behaviours. In…