One of McClelland’s most well known theories is that human motivation, is dominated by three needs. McClelland's theory, sometimes referred to as the three need theory or as the learned needs theory, categorises . The importance of each of these needs will vary from one person to another. If you can determine the importance of each of these needs to an individual, it will help you decide how to influence that individual. McClelland asserted that a person’s needs are influenced by their cultural background and life experiences. He also asserted that the majority of these needs can be classified as the needs for affiliation, achievement or power. A person’s motivation and effectiveness can be increased through an environment, which provides them with their ideal mix of each of the three needs (N-Ach, N-Pow and/or N-Affil).
The
need for affiliation (N-Affil); This is the need for friendly relationships
and human interaction. There is a need “to feel liked” and “accepted” by
others. A person with a high need for affiliation is likely to be a team player
and thrive in a customer services environment. They will perform best in a
co-operative environment. McClelland said that a strong need for affiliation
will interfere with a manager’s objectivity. The “need to be liked” will affect
a manager’s decisions, prompting them to make decisions to increase their
popularity rather than furthering the interests of the organisation.
The
need for power (N-Pow); This is the need to lead others and make an
impact.This need can exhibit itself in two ways. The first which is the need
for personal power may be viewed as undesirable as the person simply needs to
feel that they have “power over others”. They don’t have to be effective or
further the objectives of their employer.The second type of “need for power” is
the need for institutional power. People with the need for institutional power;
want to direct the efforts of their team, to further the objectives of their
organisation.
The
need for achievement (N-Ach); This is the need to achieve, excel and
succeed. A person with this type of need, will set goals that are challenging
but realistic. The goals have to be challenging so that the person can feel a
sense of achievement. However the goals also have to be realistic as the person
believes that when a goal is unrealistic, its achievement is dependant on
chance rather than personal skill or contribution. This type of person prefers
to work alone or with other high achievers. They do not need praise or
recognition, achievement of the task is their reward.
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