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Process based models across cultures .In contrast to need- based theories, expectancy theory takes a process view of motivation. The theory suggests that people are motivated to behave in certain ways to the extent that they perceive that such behaviours will lead to outcomes they find personally attractive . The theory acknowledges that different people have needs-one person may need money , another recognition , another social satisfaction and still another prestige. However, each will be willing to improve his or her performance if he or she believes the result will be fulfillment of the needs he or she most prefers. There has been relatively little research that explicitly text expectancy theory in countries other than the United States .Nevertheless, it does seem logical that the basic framework of the theory should have wide applicability .Regardless of where people work, they are likely to work towards goals they think are important. However ,cultural factors will partially determine both the nature of those work goals and people's perceptions of how they should most fruitfully pursue them .One particularly complex factor that is likely affect the expectancy process is the cultural dimension of social orientation. The expectancy theory is essentially a model of individual decisions regarding individual behavioural choices targeted at individual outcomes. While it may be less able to explain behaviour in collectivistic cultures, it may be one of the most likely candidates for a culturally unbiased explanation of motivated behaviour.For example , the expectancy theory helps explain the success Sony has enjoyed.People who go to work for Sony know they will be able to pursue different projects and will be kept informed about what happening in the firm.People who see these conditions as important will be strongly motivated to work for Sony.
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