Cognitive Theories

Need theories try to identify the internal desires that influence our behavior, but they do not go very far in explaining the thought processes that are involved. In contrast, cognitive theories attempt to isolate the thinking patterns that we use in deciding whether or not to behave in a certain way. Cognitive theories are not necessarily at odds with need theories; rather, they look at motivation from a different perspective. Because they focus on the thought processes associated with motivation, cognitive theories are sometimes called process theories. Three major cognitive theories that address work motivation are expectancy, equity, and goal setting theories.