McClelland’s Theory of Needs

-Dhannya & Nikunj

Definition & Understanding (Need)
 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. Need for achievement (nAch)

4. Need for power (nPow)
5. Need for affiliation (nAff)
A small experiment…
Target Probability of success Prize
(Rs.)
A 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 high-
risk situations
 need regular feedback in order to
monitor the progress
 prefer to work either alone or with
other high individuals
People having nAch…
 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)
 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.