報酬に対して個人が持つ主観的価値、または魅力の度合い。
ポーター（L.W.Porter)とローラー（E.E.LawlerⅢ）は著書「経営の態度と成果」において、人々の努力は、報酬に対する主観的価値（誘意性）と職務遂行によって得られる報酬への期待との積によって決まると仮定した。
つまり、報酬に対する魅力が高く、努力すれば報酬が得られるという期待が大きいほど、人はより大きな努力を行うと考えられている。
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