1. n-ach n-pow n-affil Need for Affiliation Need for Achievement Need for Power McClelland's Theory of Needs

2. Objectives Explain What is Motivation List the Various ‘Needs-Based’ Theories of Motivation Explain McClelland’s Theory of Needs List the Characteristics of Each Dominant Motivator Types List the Benefits of McClelland’s Theory of Needs Explain What Motivates People Compare McClelland's Theory and Other Behavioral Models Describe McClelland’s Experiment of Achievement Motivation Explain the Basis of Achievement Motivation List the Characteristics and Attitudes of Achievement-motivated People Explain What is Thematic Apperception Test (TAT) Explain What are ‘n-ach’ Scores Explain the Steps for Applying McClelland's Needs Theory Describe How to Manage Team Members using McClelland's Motivators List the Limitations of McClelland’s Theory

3. Introduction Kramer & Wilson Inc. is a leading engineering consultancy services provider.

4. Introduction Liam Thornton is a Project Manager at Kramer & Wilson. He manages a team of seven people.

5. Introduction Shirley Watson Let us look at three of his team members. Shirley Watson - Process Designer Peter Looney - AutoCAD Designer Emmett Rodriguez - Senior Electrical Engineer Peter LooneyEmmett Rodriguez

6. Introduction Lately, Liam has noticed that the performance of these three team members has not been up to the mark.

7. Introduction Shirley WatsonPeter LooneyEmmett Rodriguez BoredDe-motivatedUnenthusiastic They seem bored, unenthusiastic and de-motivated to work with sincerity and efficiency.

8. Introduction In order to motivate the three team members, Liam assigns ‘challenging and interesting’ tasks to each of them.

9. Introduction Peter Looney After a week, Liam notices that only Peter is happy and enthusiastic about doing the challenging tasks.

10. Introduction Shirley WatsonPeter LooneyEmmett Rodriguez Liam is really confused as to why his motivating efforts worked for Peter and not for Shirley and Emmett.

11. Introduction He comes across ‘McClelland’s Theory of Needs’. Through this theory, Liam understands that each individual is different and has various different needs that motivate him.

12. Introduction Hence, you can see that ‘McClelland’s Theory of Needs’ can prove to be a useful concept that needs to be understood and applied by managers for motivating their subordinates. Let us learn about ‘McClelland’s Theory of Needs’ in detail.

13. Who is David McClelland? David Clarence McClelland (1917- 98) was an American. He achieved a doctor’s degree in Psychology at Yale in 1941. He then worked as a Professor at Wesley University. He also became a lecturer at Harvard in 1956. While at Harvard, McClelland along with his colleagues studied motivation particularly the ‘achievement need’ for almost twenty years.

14. McClelland’s Theory of Needs Let us look at each in detail. Need for Power or Authority/Power Motivation (n-pow) Need for Affiliation or Affiliation Motivation (n-affil) Need for Achievement or Achievement Motivation (n-ach) The three types of motivational needs identified by McClelland are as follows:

15. Benefits of McClelland’s Theory of Needs McClelland’s Theory of Needs is a motivation theory model. It can be used to motivate people and to put them in action. McClelland’s Theory of Needs and the motivation it provides is very important because of the following benefits it provides: Builds friendly relationship due to internal satisfaction Leads to achievement of organizational or individual goals Improves level of efficiency of people Puts human resources into action

16. Comparison between McClelland's Theory and Other Behavioral Models Let us now try to understand some interesting equivalences and relationships between McClelland's motivation types and the characteristics defined in other behavioural models, such as follows: Let us look at each in detail. 1 Katherine Benziger's Thinking Styles Model 2 Herzberg’s Two-factor Theory of Motivation 3 DISC System 4 Hersey/Blanchard's Situational Leadership Model 5 John Adair's Action-Centred Leadership Model 6 McGregor’s XY Theory of Motivation

17. This is a DEMO Course On – McClleland’s Theory of Needs. Join MSG Premium Membership and Get Access to around 120 Courses + New courses added every week. What You Get: 1.View All Courses Online. 2.Download Powerpoint Presentation for Each Course. 3.Do the Knowledge Checks for Each Course. This is a DEMO Course On – McClleland’s Theory of Needs. Join MSG Premium Membership and Get Access to around 120 Courses + New courses added every week. What You Get: 1.View All Courses Online. 2.Download Powerpoint Presentation for Each Course. 3.Do the Knowledge Checks for Each Course. ManagementStudyGuide.com