McClelland's Theory of Motivation
David McClelland proposed a content theory of motivation based on Henry Murray's personality theory from 1938. In his book "The Achieving Society" (1961), McClelland asserts that human motivation is driven by three dominant needs:
- The need for achievement (N-Ach)
- The need for power (N-Pow)
- The need for affiliation (N-Affil)
The significance of each need varies from person to person and is influenced by individual cultural backgrounds.
Achievement (N-Ach)
Individuals with a high need for achievement strive for excellence and typically avoid both low-risk and high-risk situations. They avoid low-risk scenarios because achieving success in these situations does not feel like a genuine accomplishment.
On the other hand, in high-risk projects, they perceive the outcome as a matter of chance rather than a result of their own efforts. Those with a high need for achievement prefer tasks that offer a moderate probability of success, ideally around a 50% chance.
Affiliation (N-Affil)
People with a strong need for affiliation seek harmonious relationships and a sense of acceptance from others. They tend to conform to the norms of their workgroups and prefer roles that involve significant personal interaction.
Power (N-Pow)
A person's need for power can be classified into two types: personal power and institutional power. Individuals who seek personal power desire to control or direct others, and this need is often viewed negatively. In contrast, those who seek institutional power aim to coordinate the efforts of others to advance the goals of the organization.