Social identity, self-categorization, and work motivation: Rethinking the contribution of the group to positive and sustainable organisational outcomes

Traditional needs theories centre around hierarchies ranging from "lower-le vel" needs for security, existence, or hygiene through to "higher-level" ne eds for self-actualisation, achievement, and growth. As applied to the orga nisational domain, such theories tend to assume that an employee's personal need for challenge and development is the best source of work motivation. Based on social identity and self-categorisation theories, this paper inter prets needs hierarchies as reflections of the variable definition of self. It suggests that the motivational impact of different needs changes as a fu nction of the salience of norms and goals associated with self-categories d efined at varying levels of abstraction (personal, social, human). As a res ult, no one level of need is inherently more relevant to employee motivatio n than any other. This analysis also suggests that group-based needs will p lay an especially important motivational role in situations where an indivi dual's social identity is salient. Following work by Tyler, data that suppo rt this argument are provided by a study in which employees' willingness to engage in citizenship behaviour increased following manipulations of group -based pride and respect. Results point to the productive and sustainable p otential of self-actualisation at a collective rather than just a personal level.