ming from hunger, thirst or the need for rest. If such needs are satisfied, then the needs for safety become pressing. Once one has been able to eat, one wants to be sure that one can eat tomorrow too. The needs for safety cover physical and psychological safety. Once people feel safe, they then tend to feel the need for friendship, for affiliation and a sense of belonging. (www.managementlearning.com 2002)
             One of the criticisms of Maslow's theory is the differing value of needs individuals have. Ie. Whereas Maslow has indicated self actualisation as the highest order need, many people may not rate this as the most important.
             A recent study performed by managementlearning.com showed the above results. The results of this study differ somewhat from Maslow's Hierarchy, in which safety and physiological needs rate as higher order, as social rates as a lower order need.
             Maslow's theory was criticised inflexible nature in that some people order of needs differ, and the way in which more than one need could not be satisfied at one time. Clayton Alderfer proposed a theory similar to Maslow's, however summarised the level of needs into existence needs (desire for physiological & material wellbeing), relatedness needs (desire for satisfying personal relationships)and growth needs (desire for continual personal growth and development). Differing from Maslow's model, the ERG theory includes a frustration regression concept in which when a higher order need cannot be achieved and lower order need can be reactivated. Ie. More than one motivator can be activated at one time.
             (Wood, J.M., Wallace, J.P. and Zeffane, R. 2001 ).
             Critical Analysis – The Myths of Motivation
             Many managers tend to look upon motivation as a vigorous and arduous task, and one that is a never ending battle. However, the concepts and principles of motivation are simple, and ones that managers should have no problems applying in their bu...