Prime Theory Of Motivation
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What is the role of culture?
Culture, defined as shared assumptions, beliefs, ways of perceiving and acting of a group or population, profoundly influences and exemplifies all aspects of the motivational system, both in terms of content and functioning of that system. For example, we may talk cultural differences in approach to safety which influences the way people drive, and the systems and structures that are used to promote safety more generally. This can be observed in the way that plans are made, the beliefs and desires that influence those plans and the ways that these plans go on to influence behaviour.  
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