Motivation Evaluation

Motivation Evaluation

Marah Lacey-Woods

PSY/230

April, 21st, 2013

Julie Ball

Howard Schultz, the chief executive for Starbucks had to make a choice that now is causing him to lost customers because he chose to support gay marriage. Last year Starbucks announced its support for Washington’s state’s referendum backing gay marriage, and in response the National Organization for Marriage launched a boycott of the coffee chain. In the first full quarter after this boycott was announces, the sales and earning were disappointing. Schultz decision wasn’t an economic decision. The decision was made through the lens of the customers, who buy Starbucks products. Starbucks employs over 200,000 people and they want to embrace diversity, of all kinds. Howard Schultz advised people to sell there share in Starbucks and buy another company but you won’t receive the higher return of 38% that Starbucks received last year. There are three primary theories of motivation or three views that attempt to explain why humans do what they do, psychoanalytic, diversity and humanistic. In the Diversity theory of motivation proposes behavior stems from humans who are motivated by a large diversity of things. Schultz standpoint purpose for motivation is because gays are, collectively, the Rosa Parks of this millennium. They are everybody’s poster children of tolerance. When you become all for gat marriage and support such a large you are liable to win some and loose some. It all comes with a risk. I’m sure Schultz knows that, and is using it to his advantage. I have no problem with that, it makes good business sense, and I am all about capitalism. All I think is that you shouldn’t make a mockery of it, because a lot of people feel strongly about it, he should just climb down off the altruism pedestal. I’m sure he’d be singing a different tune because if the stocks started tanking, he won’t support the cause anymore. The psychoanalytic theory of motivation proposes...