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.

Join MSG Premium Membership and Get Access to around 120 Courses + New courses added every week.

What You Get:

1.View All Courses Online.2.Download Powerpoint

Presentation for Each Course.

3.Do the Knowledge Checks for Each Course.

ManagementStudyGuide.com