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3 Needs
David McClelland(1917-1998)
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David McClelland
Workers are motivated by needs thatare acquired as a result of individual life
expectancies
3 basic needs Need for achievement
Need for power
Need for affiliation
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David McClelland(achievement motivation model
Achievement motivation model states that people are motivatedaccording to the strength of their desire either to perform in
terms of a standard of excellence
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Need for Achievement (nAch)
The need forachievement is the
desire to accomplish atask or goal more
effectively than in the
past.
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Achievement Motivation
McClelland achievement motive of aperson depends on his personal andoccupational experiences and type of
organizations for which they work.
McClelland said, motives are stored in
preconscious mind, in the area of
daydreams.
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CHARACTERISTICS
OF HIGH ACHIEVERS
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Characteristics of High Need
Achievers
Assume Personal
Responsibility for
Getting Things
Done
Want Immediate,
Specific Feedback
on Their
Performance Have a
Preoccupation
With Work
Tend to Set
Moderately
Difficult Goals
Make
Moderately
Risky Decisions
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They set their own goals
Always trying to accomplishsomething.
Being selective.
Self control.
Expert advice.
Dont lose hope
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Moderate goals
Not very easy and not so difficult
Gauge the possibility
Ring toss
High achievement motivation
Enjoy tasks
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Thematic Apperception Test
To measure the strength of an individualsAchievement Motivation TAT is used.
Who are the persons?
What is happening?
What is being thought?
By whom?
What will happen?
What will be done?
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Need for Power
This need is indicated by a person'sdesire to control and influence the
behavior of others. These individuals have strong emotional
needs.
They are concerned with providingstatus rewards to their followers.
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The Need for Power (nPow)
The desire to control the resourcesin ones environment.
People with a high need for powercan be successful managers if
three conditions are met
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Three Conditions
They must seek power for the bettermentof the organization rather than for their owninterests.
They must have a fairly low need foraffiliation (fulfilling a personal need forpower may well alienate others in theworkplace).
They need plenty of self-control to curbtheir desire for power when it threatens tointerfere with effective organizational orinterpersonal relationships.
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The Need for Affiliation (nAff)
The need for human companionship.
Individuals with a high need foraffiliation tend to want reassurance
and approval from others and usuallyare genuinely concerned about others
feelings.
People with a high need for affiliation
often work in jobs with a lot ofinterpersonal contact.
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Need for Affiliation
These persons tend to establish andrestore strong personal relationship with
others.
They want to be like by others and
develop a sense of belonging by joininginformal groups in the organization.
