McClelland Theory of Motivation
McClelland proposed a content theory of motivation based on Murray's (1938) theory of personality. In this book (1961) the achieving society.
McClelland asserts that human motivation comprises three dominant needs:
- The need for achievement (N-Ach)
- The need for power (N-Pow)
- The need for affiliation (N-Affil)
The subjective importance of each need varies from individual to individual and depends also on an individual's cultural background.
Achievement -
People with a high need for achievement seek to excel and thus tend to avoid both low-risk and high-risk situations. Achievers avoid low-risk situations because the easily attained success is not a genuine achievement. In high-risk projects, achievers see the outcome as one of chance rather than one's own effort. High nAch individuals prefer work that has a moderate probability of success, ideally a 50% chance.
Affiliation -
Those with a high need for affiliation need harmonious relationships with other people and need to feel accepted by other people. They tend to conform to the norms of their workgroup. High nAff individuals prefer work that projects significant personal interaction.
Power -
A person's need for power can be one of two types-personal and institutional. Those who need personal power want to direct others and this need ofter is perceived as undesirable. Persons who need institutional power want to organize the efforts of others to further the goals of the organization.