MCCLELLAND'S THEORY OF ACHIEVEMENT THEORY
v David
McClelland introduced this theory during 1960’s.
v It
is based on Maslow’s hierarchy of need.
v According
to him individual posses three needs which are not innate they are learned
through culture, age and experiences.
v David McClelland
and his colleague proposed that an individual's specific needs are acquired
over time and are shaped by one's life experiences.
v Most of these needs can be classed as
achievement, affiliation, or power.
v
McClelland's
theory suggests that individuals learn needs from their culture. Three of the
primary needs in this theory are the need for affiliation (n Aff), the
need for power (n Pow), and the need for achievement (n Ach).
These are the main three needs—
a. The Need for
Achievement
b.
The Need for Affiliation
c.
The Need for Power
These are the Motivators which are present in
varying degrees.
Need Of
Achievement
“It is the
desire to do better solve problems or master complex problems.”
The individuals
who posses this need have following characteristics :
v
They
are Challenging
v
They like working Alone or with other
Achievers
v
They are self motivated
v
They like feedback to assess their progress
v
These individuals will perform better if money
is linked with their achievements
v
Take
responsibility for result of behaviour
v
Set
moderate achievement goals
v
Prefer
to set performance standards for themselves
Need for Affiliation
“Desire for
friendly and warm relationship with others”
Individual having this need have
following characteristics.
v They are
concerned in “being liked” and “being accepted”
v They Form
Informal Relationships
v They are very
cooperative
v These people
perform better in Team.
v Establishing and
maintaining positive effective relationship with others
v Need of close
warm interpersonal relationships
v Need of approva;
of others
Need of Power
“It is the
desire to control other and influence their behavior”
People with this
need have following characteristics.
v They Like to
control others They are argumentative
v They have ability to influence people
v These people are
suitable for leadership role
v
Dominance,physical
aggression,exploitation
v
Interpersonal
influence
In brief
v Need for achievement
in the drive for excced
v Need for power
is the desire to cause others to behave in that they would not behave
otherwise
v Need for affiliation
is the desire for friendly,close interpersonal relationships and conflict
Need for Achievement Behaviour
v Many important
both high and low achievers but for different reasons.
v High achievers
want concrete feedback about performance
v Making a profit
or receiving a bonus is a statement about success or failure
v Symbol of
success and failure about job performance
v Low achievers
view monetary rewards as an end itself
v Authority can
increased performance from low need for achievement person by rewarding with
Need for Achievemnt and Need for
Power:some relationships
Strong
need for achievement person
a.
task centred
b.
future oriented
c.
perform to internal standard of excellence
Strong
need for Power person
a.
draws attention
b.
risk taking
c.
present oriented
d.
assess situation for change(if possible)
Relationship
a.
both type of people are important for successfulorganisation
b.
strong need for achievement managers to keep an organisation going and bring it
to a high position systematically and gradually.
c.
strong need for power people bring change and innovation with an organisation.
IMPLICATIONS FOR MANAGEMENT
People with different needs are
motivated differently.
v High need for
achievement -High achievers should be given challenging projects with reachable
goals. They should be provided frequent feedback. While money is not an important
motivator, it is an effective form of feedback.
v High need for
affiliation -Employees with a high affiliation need perform best in a
cooperative environment.
v High need for
power -Management should provide power seekers the opportunity to manage others.
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