Abstract
A multidimensional approach has been recognized as a superior method for motivating the individual worker [28]. Until recently, researchers made few systematic attempts to operationalize such an approach. Instead, the bulk of the research effort was expended on examining the efficacy of various types of rewards in motivating salespeople. Some researchers proposed that monetary rewards were the primary motivators of sales effort [ 11, 30, 341; while others suggested that psychological incentives (e.g., recognition, personal growth) were also important in motivating salespeople [5, 81. A number of different measuring instruments for job satisfaction has recently evolved [ 161. One, INDSALES used for measuring industrial job satisfaction, has been proposed [7]. Scores obtained from this instrument however, fail to provide the required data for designing motivational techniques. The scores are lopsided to the degree that the manager cannot determine the individual level of satisfaction wanted since the satisfaction scores were not appraised against standards set by the individual salesperson. The purpose of this paper is threefold: First, to discuss a multidimensional approach to motivation; second to
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