McClelland’s Theory of Learned Needs (Theories of Motivation)

McClelland’s Theory of Learned Needs

David C McClelland proposed the theory of learned needs (also called the need theory) in 1960, which states an individual’s specific needs are acquired over time and are shaped by one’s life experiences. His theory of motivation identifies three types of basic needs:

1. The need for power (n/PWR)
2. The need for affiliation (n/AFF)
3. The need for achievement (n/ACH)

Research has shown that all three needs are of particular importance to management as all must be recognized for all individuals for an organization to work well.

1.       The need for power

McClelland’s theory suggest that people with high need for power have a greater concern for exercising influence and control. Such people generally are seeking positions of leadership, are good speakers, often argumentative, forceful, outspoken, hardheaded, and demanding and often enjoy teaching and public speaking.

2.       The need for affiliation

People with a high need for affiliation usually derive pleasure from being loved and tend to avoid the pain of being rejected by a social group. They are likely to be concerned with maintaining pleasant social relationship, enjoy a sense of intimacy, are ready to console and help others in trouble and enjoy friendly interaction with others.

3.       The need for achievement

People with high need for achievement have desire for success and equal fear of failure. They want to be challenged and set goals for themselves. They take realistic approach to risk, analyze and assess the problems and take personal responsibility for getting the job done, and like prompt feedback on how they are doing. They tend to be restless, like to work long hours, and do not worry about failure.