McCLELLANDS THEORY

David McClelland built on this work in his 1961 book, "The Achieving Society." He identified three motivators that he believed we all have: a need for achievement, a need for affiliation, and a need for power. People will have different characteristics depending on their dominant motivator.

McCLELLANDS THEORY
Proposed Theory of Needs:
Need for Achievement (nAch) drive to excel, to achieve in relation to a set of standards Need for Affiliation (nAff) the desire for friendly and close interpersonal relationships Need for Power (nPow) need to make others behave in a way in which they would not have behaved otherwise (to have power over them)

McClellands Learned Needs Theory

Achievement (n Ach) Affiliation (n Aff)

Power (n Pow)

McCLELLANDS THEORY MOTIVATOR

Dominant Motivator

Characteristics of This Person

Has a strong need to set and accomplish challenging goals. Takes calculated risks to accomplish their goals. Likes to receive regular feedback on their progress and achievements. Often likes to work alone

Achievement

McCLELLANDS THEORY MOTIVATOR

Dominant Motivator

Characteristics of This Person

Wants to belong to the group. Wants to be liked, and will often go along with whatever the rest of the group wants to do. Favors collaboration over competition. Doesn't like high risk or uncertainty

Affiliation

McCLELLANDS THEORY MOTIVATOR

Dominant Motivator

Characteristics of This Person

Wants to control and influence others. Likes to win arguments. Enjoys competition and winning. Enjoys status and recognition.

Power

SUMMARY David McClelland's Human Motivation Theory gives you a way of identifying people's motivating drivers. This can then help you to give praise and feedback effectively, assign them suitable tasks, and keep them motivated