One of Monarch Manufacturings most popular products is its ToughCutter Tungston Carbide Saw Blade, which is the most durable, longest lasting blade on the market.

Hugo Andrews, the director of sales at Monarch Manufacturing, would like to encourage his department to sell more ToughCutters. He has devised a simple contest: the employee who sells the most ToughCutters this month will receive an all-expenses paid week-long trip to Hawaii. Unfortunately, his plan seems to be backfiring; three weeks into the contest and sales for the ToughCutter are actually down 20%.

Hugo has asked for your help in dealing with this issue. You interview members in the sales department. Below is a brief summary of the conversations. Use Expectancy Theory to diagnose the reasons for low motivation. Then, suggest a plan to increase each employees motivation to sell ToughCutters.

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Katrina admits that she can easily outsell the others. And she would love to spend a week in Hawaii. However, Katrina recalls the last time Hugo offered a contest to motivate the sales force. According to Katrina, Hugo awarded the prize to his niece who was interning in the sales department that summer despite the fact that Katrina had outsold his niece in the contest.

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Which component of Expectancy Theory best accounts for why Katrina is not motivated to sell ToughCutters? Describe this component and then explain how you might increase Katrinas motivation.