McCLELLAND’S

THEORY OF NEEDS
By:Jomar N. Cabotaje
 Preface
David McClelland has introduced this theory during 1960’s.

It was developed based on Maslow’s hierarchy of needs theory

Model of motivation that attempts to explain how the needs for

achievement, power and affiliation affect the actions affect the actions
of people from a managerial context.
 Three (3) Needs
• Need for Achievement: Desire to do better solve problems or
master complex problem

• Need for Power: Desire to control other and influence their

behavior

• Need for Affiliation: Desire for friendly and warm

relationship with others
Desire to set & accomplish challenging

Need for Achievement

goals

Self Motivated

Likes to receive regular feedback on the

progress and achievements

Perform better if monetary reward is linked

with their achievements.
They want to control and influence
others.
Need for Power
Enjoy status and recognition.

Like to win arguments.

Enjoy Competition and winnings.

Want to belong to the group.
Need for Affiliation
Want to be liked

Don’t like high risk or uncertainty.

Very Co-operative.
 Application of this theory

• Identify Drivers: Manager should be capable

of identifying the needs of individuals.

• Structure the Approach: Managers should

motivate individuals according to their needs
 Con’d
 People motivated by Achievements-
Giving them Challenging Jobs
Keeping them engaged
Giving fair and balanced feedback.
 People motivated by Power-
Providing leadership roles.
Providing direct feedback
Motivating offering career development opportunities.
 Cont’d
People motivated by Affiliations-

1. Providing manageable tasks rather assigning risky

or challenging tasks.
2. Providing feedback personally rather in front of all.
3. Giving teamwork.
THANK YOU!