MC-CLELLAND’s NEED THEORY OF MOTIVATION

David C. McClelland and his associate Atkinson have contributed to an understanding of motivation by identifying three types of basic motivating needs. These needs have been classified as:

1. Need for Power
2. Need for Affiliation
3. Need for Achievement :   _:

Need for Power

According to this theory the need for power, which might be defined as the desire to be influential in a group and to control one’s environment is an important motivation factor. Research suggests that people with a strong need for power, are likely to be superior performers and occupy supervisory positions. Such types of individuals generally look for positions of leadership, they act effectively, are outspoken, have a stubborn character and exert authority.

Need for Affiliation

The need for affiliation means the desire for human companionship and acceptance. Those with a high need for affiliation often behave the way they think other people want them to, in an effort to maintain friendship. They prefer a job that entails a good deal of social interaction and offers opportunities to make friends. The principal characteristics of such peoples’ traits are as follows:

• Desire to like and be liked.
• Enjoy company and friendship.
• Prefer cooperative situation.
• Excel in group task.
• Star attraction in gathering.
• Leadership qualities.

This need is closely associated with the “social-type” of personality, whoare sociable, friendly, cooperative and understanding. Persons with high motivation for power and affiliation have better chances of becoming good managers.

Need for Achievement

People with a high need for achievement, always feel ambitious to be successful; are ever prepared to face challenging situations and set arduous goals .for themselves. They are prone to take calculated risks; and possess a high sense of personal responsibility in getting jobs done. These people are concerned with their progress, and feel inclined to put in longer hours of work” Failures never dishearten them and they are always ready to put in their best efforts for excellent performance.