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n-ach
n-pown-affil
Need for Affiliation
Need for Achieveme
nt
Need for Power
McClelland's Theory of Needs
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
Let us look at three of his team members.• Shirley Watson - Process Designer • Peter Looney - AutoCAD Designer• Emmett Rodriguez - Senior Electrical Engineer
Peter Looney Emmett Rodriguez
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 Achievement
(n-ach)
Need for Power or Authority
(n-pow)
Need for Affiliation
(n-affil)
He comes across ‘McClelland’s Theory of Needs’. Through this theory, Liam understands
that each individual is different and has various different needs that motivate him.
Introduction
Need for Achievement
(n-ach)
Need for Power or Authority
(n-pow)
Need for Affiliation
(n-affil)
Hence, you can see that ‘McClelland’s Theory of Needs’ can prove to be a useful concept that
needs to be understood and applied by managers for motivating their subordinates.
Let us learn about
‘McClelland’s
Theory of Needs’
in detail.
Who is David McClelland?
David Clarence McClelland (1917-98) 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
Let us look at each in detail.
Need for Power or Authority/Power Motivation (n-pow)
Need for Affiliation or Affiliation Motivation (n-affil)
Need for Achievement or Achievement Motivation (n-ach)
The three types of motivational needs identified by McClelland are as follows:
Benefits of McClelland’s Theory of NeedsMcClelland’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:
• Builds friendly relationship due to internal satisfaction
• Leads to achievement of organizational or individual goals
• Improves level of efficiency of people
• Puts human resources into action
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:
Let us look at each in detail.
1 Katherine Benziger's Thinking Styles Model
2 Herzberg’s Two-factor Theory of Motivation
3 DISC System
4 Hersey/Blanchard's Situational Leadership Model
5 John Adair's Action-Centred Leadership Model
6McGregor’s XY Theory of
Motivation
This is a DEMO Course On – McClleland’s Theory of Needs.
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