Behavioral motivation theories stress a primary factor in motivation. According to classic conditioning theory, it is a biological response to stimuli that energizes and directs behavior. Operant learning posits that the primary factor in motivation is consequences, if reinforcers are used, then behavior increases, if negative consequences occur the behavior is decreased.
Cognitive theories of motivation include the attribution theory, which is where an individual explains success or failure by attribution or causes, which are either internal or external. They are further classified as either under or not under control. Another cognitive theory is the expectancy theory where motivation equals the perceived probability of success. Motivation is the first factor, the other two are instrumentality, which is the connection of success and reward, and value which is the value of obtaining a goal. For motivation to be high, all three factors must be high. Cognitive dissonance is when there is a discrepancy between a belief and an action, or two beliefs or two actions, a person will be motivated to resolve the conflicts and discrepancies.
Freud reduced behavior to being about two basic biological forces, the life force or Eros, or the death force or Thanatos. Jung however proposed that the primary motivating force in an individual's life is temperament and the need for meaningfulness. These are the two major strands in psychoanalytic theory, upon which motivation theory draws.
The best-known humanistic theory of motivation is Maslow's Hierarchy of Needs. In this theory, lower level or primary needs such as physical needs must be met before higher level ones, such as emotional needs. The highest level is self-actualization where we fulfill our highest potential as human beings. Alderfer built on this model to create his hierarchy of motivational needs, or ERG theory. ERG is made up of existence (lower level), relatedness, and growth, (higher level).