2. Value of Reward:
First of all people try to figure out whether the rewards that are likely to be received from doing a job will be attractive to them. This is referred to as valence in Vroom’s theory. A person who is looking for more money, for example, extra vacation time may not be an attractive reward. If the reward to be obtained is attractive or valent then the individual will put extra efforts to perform the job. otherwise he will lower his effort.