Personal or group motivation: which tool is more efficient

Abstract

In the context of the economic landscape dynamic transformations, the values and behavioral characteristics of an economic agent undergo changes. The head of the organization faces new challenges: how to manage the behavior of the consumers and employees in modern reality, what methods of motivation to use to maximize the economic efficiency of the enterprise. The individualistic concept, based on the neoclassical economic paradigm with the assumptions of complete rationality of agents, does not always give the desired results and needs to be revised taking into account the cross-cultural characteristics of the country. The purpose of the work is to identify the key motivating factors of the individual, to determine the personal and collective prerequisites in the behavior of a group member using the example of a group of students. The article presents empirical work carried out by the comparative, observational and psychometric research methods, using synthesis and a systematic approach. The author reveals the characteristics of the personalities of the collective subgroups on a psycho-emotional basis using the R. Cattell method, the specifics of group segments and reveals social motivation in achieving a common group goal.