n-ach
n-affil
n-pow
McClelland's Theory of Needs
Need for
Power
Need for
Affiliation
Need for
Achievement
Objectives
•
Explain What is Motivation
•
List the Various ‘Needs-Based’ Theories of Motivation
•
Explain McClelland’s Theory of Needs
•
List the Characteristics of Each Dominant Motivator Types
•
List the Benefits of McClelland’s Theory of Needs
•
Explain What Motivates People
•
Compare McClelland's Theory and Other Behavioral Models
•
Describe McClelland’s Experiment of Achievement Motivation
•
Explain the Basis of Achievement Motivation
•
List the Characteristics and Attitudes of Achievement-motivated People
•
Explain What is Thematic Apperception Test (TAT)
•
Explain What are ‘n-ach’ Scores
•
Explain the Steps for Applying McClelland's Needs Theory
•
Describe How to Manage Team Members using McClelland's Motivators
•
List the Limitations of McClelland’s Theory
Introduction
Kramer & Wilson Inc. is a leading
engineering consultancy services
provider.
Introduction
Liam Thornton is a Project Manager
at Kramer & Wilson. He manages a
team of seven people.
Introduction
Shirley Watson
•
•
•
Peter Looney
Emmett Rodriguez
Let us look at three of his team members.
Shirley Watson - Process Designer
Peter Looney - AutoCAD Designer
Emmett Rodriguez - Senior Electrical Engineer
Introduction
Lately, Liam has noticed that the
performance of these three team
members has not been up to the
mark.
Introduction
Shirley Watson
Peter Looney
Emmett Rodriguez
Bored
De-motivated
Unenthusiastic
They seem bored, unenthusiastic and
de-motivated to work with sincerity
and efficiency.
Introduction
In order to motivate the three team
members, Liam assigns ‘challenging
and interesting’ tasks to each of
them.
Introduction
Peter Looney
After a week, Liam notices that only
Peter is happy and enthusiastic about
doing the challenging tasks.
Introduction
Shirley Watson
Peter Looney
Emmett Rodriguez
Liam is really confused as to why his
motivating efforts worked for Peter
and not for Shirley and Emmett.
Introduction
Need for
Affiliation
(n-affil)
Need for
Achievement
(n-ach)
He comes across ‘McClelland’s Theory of
Need for Power or
Needs’. Through this theory, Liam understands
Authority
that each individual is different and has
(n-pow)
various different needs that motivate him.
Introduction
Need for
Affiliation
(n-affil)
Need for
Achievement
(n-ach)
Hence, you can see that ‘McClelland’s Theory
Need for Power or
of Needs’ can prove to be a useful concept
Authority
that needs to be understood and applied by
(n-pow)
managers for motivating their subordinates.
Who is David McClelland?
David Clarence McClelland (191798) was an American. He achieved
a doctor’s degree in Psychology at
Yale in 1941. He then worked as a
Professor at Wesley University. He
also became a lecturer at Harvard
in 1956. While at Harvard,
McClelland along with his
colleagues studied motivation
particularly the ‘achievement
need’ for almost twenty years.
McClelland’s Theory of Needs
The three types of motivational needs identified by McClelland are as
follows:
Need for Achievement or
Achievement Motivation (n-ach)
Need for Power or
Authority/Power Motivation (n-pow)
Need for Affiliation or
Affiliation Motivation (n-affil)
Let us look at each in detail.
Benefits of McClelland’s Theory of Needs
McClelland’s Theory of Needs is a motivation theory model. It can be used to
motivate people and to put them in action. McClelland’s Theory of Needs and
the motivation it provides is very important because of
the following benefits it provides:
• Puts human resources into action
• Improves level of efficiency of people
• Leads to achievement of organizational or
individual goals
• Builds friendly relationship due to internal
satisfaction
Comparison between McClelland's Theory and Other Behavioral Models
Let us now try to understand some interesting equivalences and relationships
between McClelland's motivation types and the characteristics defined in other
behavioural models, such as follows:
1
2
3
4
5
6
Katherine Benziger's Thinking
Styles Model
Herzberg’s Two-factor Theory of
Motivation
DISC System
Hersey/Blanchard's Situational
Leadership Model
John Adair's Action-Centred
Leadership Model
McGregor’s XY Theory of
Motivation
Let us look at each in detail.
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