Edwin Locke's Goal-Setting Theory Of Motivation

In 1960’s, Edwin Locke introduced the Goal-Setting Theory of motivation. This theory mentioned that goal setting is essentially linked to task performance. It states that people will perform better if they have tough, specific accepted performance goals or objectives associated with proper feedback. Meaning, goals directs the employee about what needs to be done and how much efforts should put in (Singh, 2012). This theory can applied in Amway Malaysia, where distributors will set their own specific sales goals for achieving different categories of reward. The specificity and difficulty of the goals becomes the internal stimulus that encourage distributor to work harder in order to achieve a higher level in the Bonus System.

The most basic goal theory is that people will attempt to achieve those goals that they intend to achieve. People with goals are more motivated and their motivation intensity is greater than those without goals (Pierce, 2012). Challenging, realistic and difficult goals will gives individual a feeling of pride and triumph when he or she attains them, and will motivate them for attainment in next goal. Specific and clear goal can also lead to greater output and performance. Definite and measurable goals accompanied by a deadline for completion avoids misunderstanding. Besides, a better and appropriate feedback result directs the employee behaviour and contributes to higher performance. It helps employees increase their involvement in work and thus leads to