McClelland’s Theory of Needs

McClelland’s Theory of Needs:

• David McClelland’s and his associate
• Theory focus on three needs:
• Need for achievement
• Need for Power
• Need for affiliation
• Need for achievement: the drive to excel, to achieve in relation to a set of standards, to strive to success.
• Need for Power: desire to have impact on others, control over others.
• Need for affiliation: the desire for friendly and close interpersonal relationship

Achievement Need (nAch):

• Strive to success/ succeed
• Strive for personal achievement (rather than reward)
• Desire to do something better or more efficiently
• Seek situation, attain personal responsibilities, solution  to problems
• Like challenging goals
• nAch are not gamblers, like challenges, problem solving
• do not like success by chance or outcome (success) from other’s action.
• They perform best when chances of success is 50-50, probability is (0.50)

Need for Power(nPow):

• Desire to have impact
• To be influential and to control others
• High nPow: enjoy being in charge. Strive to influence other.
• Concerned with prestige

Need for affiliation (nAff):

• Strive for friendship
• Prefer cooperative situation, rather than competitive
• Desire for relationship