Mcclelland’s Theory Of Needs

McClelland’s Theory of Needs

-Dhannya & Nikunj

Definition & Understanding (Need) 

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A need is a psychological feature that arouses an organism to action toward a goal, giving purpose and direction to behavior. An individual's specific needs are acquired over time and are shaped by one's life experiences

McClelland’s Theory of Needs This theory focuses on three needs:3. 4. 5.

Need for achievement (nAch) Need for power (nPow) Need for affiliation (nAff)

A small experiment… Target A

Probability of success Prize (Rs.) 99% success 500

B

80% success

1000

C

50% success

2000

D

20% success

4000

E

1% success

8000

Need for Achievement (nAch) 





tend to avoid both low-risk and highrisk situations need regular feedback in order to monitor the progress prefer to work either alone or with other high individuals

People having nAch… 

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

challenging projects with reachable goals strong need for feedback as to achievement and progress a need for a sense of accomplishment

Need for power (nPow) Personal direct others Institutional want to organize the efforts of others to further the goals of the organization therefore the people with institutional power tend to be more effective managers

People having nPow… 

Management should provide power seekers the opportunity to manage others

Need for Affiliation (nAff) 

 



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need harmonious relationships with other people need to feel accepted by other people tend to conform to the norms of their work group prefer work that provides significant personal interaction perform well in customer service and client interaction situations.

People having nAff… 

perform best in a cooperative environment.