n-affil

n-ach

n-pow

McClelland's Theory of Needs

Need for Affiliation Need for Achievement Need for Power

• • • • • • • • • • • • • • •

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 Needs’. Through this theory, Liam understands that each individual is different and has 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 of Needs’ can prove to be a useful concept that needs to be understood and applied by managers for motivating their subordinates.

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

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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