Achievement Motivation Theory
- Theory / Concept Name
- Achievement Motivation Theory
- Description
McClelland identified three dominant motivational needs that drive behaviour:
Three Needs
- Need for Achievement (nAch): Drive to excel, achieve challenging goals, and surpass others. High-nAch individuals prefer tasks of moderate difficulty where skill matters.
- Need for Power (nPow): Desire to influence, control, or have impact on others. Two forms: personal power (dominate) and socialised power (lead for group benefit).
- Need for Affiliation (nAff): Desire for friendly, close interpersonal relationships and belonging.
Key Findings
- High-nAch people are strongly correlated with entrepreneurial success.
- Most effective managers have high nPow (socialised) and low nAff.
- Needs are learned through culture and experience (not fixed at birth).
- TAT (Thematic Apperception Test) is used to measure need levels.
This theory was published in The Achieving Society (1961).
- Theorist / Pioneer
- David McClelland
- Year
- 1961
- Category
- Motivation