This is an example of a content theory of motivation.

McGregor presented two opposite sets of assumptions made by managers about their staff. These assumptions, which he called Theory X and Theory Y, are implicit in most approaches to supervision. These theories are opposite ends of a continuum.

Theory X assumptions:

• people dislike work and responsibility
• people must be coerced to get them to make an effort
• subordinates prefer to be directed, wish to avoid responsibility, have relatively little ambition, and want security above all.

Theory Y assumptions:

• physical and mental effort in work is as natural as play or rest
• the average human being does not inherently dislike work, because it can be a source of satisfaction
• people can exercise self-direction and self-control to achieve objectives to which they are committed.
• people can learn to enjoy and seek responsibility

• If you believe that you have Theory X workers, then you adopt an authoritarian, repressive style with tight control. Effectively the workforce are a problem that needs to be overcome by management.
• If you believe that you have Theory Y workers, then you adopt a participative, liberating, developmental approach. Employees will be viewed as assets who need to be encouraged and empowered.