McClelland's Theory of Needs, Slides of Human Rights

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n-ach

n-affil n-pow

Need for

Affiliation

Need for

Achievement

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

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 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 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.

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:

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.

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 6 McGregor’s XY Theory of Motivation

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