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Each individual also has a set of 
goals
. The relative importance of those goals to the individual may vary 
with time, circumstances and other factors. 
Influence 
Comment 
Childhood environment 
and education
Aspiration levels, family and career models, and so on are formed at early 
stages of development. 
Experience
This teaches us what to expect from life: we will either strive to repeat 
positive experiences, or to avoid or make up for negative ones. 
Age and position
There is usually a gradual process of goal shift with age. Relationships and 
exploration may preoccupy young employees. Career and family goals tend 
to compete in the 20-40 age group: career launch and take-off may have 
to yield to the priorities associated with forming permanent relationships 
and having children. 
Culture
Collectivist cultures (see Chapter 3) show a greater concern for 
relationships at work, while individualist cultures emphasise power and 
autonomy. 
Self-concept
All the above factors are bound up with the individual's own self-image. 
The individual's assessments of their own abilities and place in society will 
affect the relative strength and nature of their needs and goals. 
The 
basic assumptions of
motivation
are that: 
(a) 
People behave in such a way as to 
satisfy their needs 
and fulfil their goals. 
(b) 
An organisation is in a position to 
offer some of the satisfactions 
people might seek: relationships 
and belonging, challenge and achievement, progress on the way to self-actualisation, security and 
structure, and so on. 
(c) 
The organisation can therefore 
influence 
people to behave in ways it desires (to secure work 
performance) by offering them the means to satisfy their needs and fulfil their goals in return for 
that behaviour. (This process of influence is called motivation.) 
(d) 
If people's needs are being met, and goals being fulfilled, at work, they are more likely to have a