In Vroom's expectancy theory, what term does Vroom use for the strength of preference for a certain outcome?

In Vroom's expectancy theory, the term that refers to the strength of preference for a certain outcome is known as valence. Valence represents the value or appeal that an individual assigns to a specific outcome or reward. It reflects how much an individual desires a particular reward following an action or behavior, influencing their motivation to engage in certain behaviors based on anticipated outcomes.

For instance, if an employee highly values a promotion or a salary increase, that strong preference for the reward increases the likelihood that they will put in the effort required to achieve it. Valence is essential to understanding motivation, as it indicates that not all outcomes are equally motivating for every individual; what is desirable for one person may not hold the same value for another.

In contrast, force, expectancy, and reward relate to other aspects of Vroom's theory. Force encompasses the total motivational strength that drives a person toward a particular course of action, expectancy involves the belief that one's effort will lead to success, and reward refers more broadly to the outcome itself rather than the preference for it. Thus, valence specifically captures the individual's personal appeal for the outcome they anticipate.