McClelland's Theory of Needs

Presented by:
Akanksha Sain | Anirudh Kaul | Eisha Dewarwal
Raghav Kapoor | Shrishti Agarwal | Tanya Taneja
 Backgroun
d
• This theory is an Extension of
Maslow's hierarchy of needs.

• According to McClelland, every individual

has three types of motivational needs
irrespective of demography, culture or
wealth

• These motivational types are driven

from real-life experiences and the
views of their ethos. This Theory is
also called acquired needs theory.
 Need for
Achieveme
nt (nACH)
 CHARACTERSTICS
DEFINITION
• An individual's desire for
significant accomplishment,
mastering of skills, control,
or high standards
• This need is influenced by
internal drive for action
(intrinsic motivation), and
the pressure exerted by the
expectations of others
(extrinsic motivation)
• Has a strong need to
set and accomplish
challenging goals.
• Takes calculated risks
to accomplish their
EXAMPL
goals.
• Likes to receive regular
Emember of
• Elon Musk,
the famous "PayPal"
feedback on their
mafia can be treated as
progress and
an apt example
achievements.
• Often likes to work
• With high risk
alone.
propensity, Musk has
been at the helm of
some of the most
disruptive innovations
ever seen - with Tesla,
SpaceX and Hyperloop
Need for
Affiliation
(nAff)
 CHARACTERISTICS
DEFINITION
• A person's need to feel a
sense of involvement
and "belonging" within
a social group
• People with a high need
for affiliation require
warm interpersonal
relationships and
approval from those with
whom they have regular
contact
• Wants to belong to the
group.
• Wants to be liked, and
will often go along with
whatever the rest of EXAMPL
the group wants to do.
• Favors collaboration • The currentEsituation
over competition. between PM Narendra
• Doesn't like high risk or Modi and Donald Trump
uncertainty. can help in explaining
need for affiliation
• With Howdy Modi and
Namaste Trump, both of
them wish to establish
dialogue and a long
lasting relationship
Need for
Power
(nPOW)
 CHARACTERISTICS
DEFINITION
• A desire for"power either
to control other people
(for own goals) or to
achieve higher goals (for
the greater good)
• people high in this trait
will seek neither
recognition nor approval
from others - only
agreement and
compliance
• Wants to control and
influence others.
• Likes to win
arguments. EXAMPL
• Enjoys competition
and winning. E
• Enjoys status and • The most powerful man on
recognition Earth, according to the list
by Forbes for 2020, Xi
Jinping exhibits many traits
for nPOW
• Be it taking swift decisions
during the trade wars,
winning elections or building
cities, the Chinese PM has
shown an affinity towards
control and exercise of
power
 30 observations
using Representation
convenience across varied
sampling age groups

DATA COLLECTION
(ORDINAL DATA)
Representation
Representation from varied work
from all experience
specialisations backgrounds
Sample set data collected
 DATA
ANOVA TEST
ANALYSIS
• Null Hypothesis: There is significant correlation
between having the need for power, affiliation
and achievement

• After conducting the ANOVA test in SPSS, the

significant value is less than 0.05

• This shows that the null hypothesis is rejected,

and there is no correlation between the need for
power, affiliation and achievement

• For example, In case of Elon Musk, need for

achievement is higher than the other two, while
in case of Modi and Trump, the need for
affiliation and power is higher. In case of Xi
Jinping, the need for power and achievement is
higher than the need for affiliation
 SPSS Analysis on basis of Gsnder

Ho: There is no significant difference in terms of power, achievement and afffiliation on basis of
gender
 DATA
Total scoresANALYSIS
Powe
r

Ach 750
29.1% Achievement
37.1%

Aff 683

Power 587
Affiliation
33.8%
 NOTE
75

50

25

0
Achievement Affiliation Power

In a regular sample, approximately 70% people have a high need for achievement,
20% have it for affiliation and 10% have it for power
INTERPRET
ATION
 High nPOW
• Increase the scope of responsibility, give goal-oriented tasks
• Resist putting them solely in-charge
• Coach them to manage their needs better

High nACH
• Provide High nAFF
• Work best in a group
challenging and Business
complex, but not environment, hence
impossible Application best suited for cross-
problems to s functional projects
• Don't like uncertainty
solve
• Give achievers a fair and risk, and can be
assigned to tasks with
and balanced appraisal
• Often suited to work standard procedures
Thank you