Why invest in understanding individual motivations?

Category: Academics

This is a true story. Some years ago the following exchange was broadcast on an Open University sociology TV programme. An interviewer was talking to a female production-line worker in a biscuit factory. The dialogue went like this: Interviewer: How long have you worked here? Production Lady: Since I left school (probably about 15 years). Interviewer: What do you do? Production Lady: I take packets of biscuits off the conveyer belt and put them into cardboard boxes. Interviewer: Have you always done the same job? Production Lady: Yes. Interviewer: Do you enjoy it? Production Lady: Oooh Yes, it's great, everyone is so nice and friendly, we have a good laugh. Interviewer (with a hint of disbelief): Really? Don't you find it a bit boring? Production Lady: Oh no, sometimes they change the biscuits ...