McLellands Theory of Need Achievement

MBA to edit Master Click 461 Module 2 subtitle style

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Motivation

Driving force within individuals that impels them to action Driving force is produced by a state of tension, which exists as the result of an unfulfilled need Individuals strive both consciously and unconsciously to reduce the tension through selecting goals and subsequent behaviour that they 7/25/12 anticipate will fulfill their needs and

Why study Motivational Theory?

Provides marketing specialists with key bases for segmenting markets and developing promotional strategies

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Dynamics of Motivation

Motivation is a highly dynamic construct that is constantly changing in reaction to life experiences Reasons why need-driven human activity never ceases include the following:

Needs are never fully satisfied New and higher-order needs emerge as old needs are satisfied People who achieve their goals set new

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Types and Systems of Needs

Henry Murray prepared a detailed list of 28 psychogenic needs in 1938. First systematic approach to the understanding of nonbiological human needs. Everyone has the same basic set of needs but individuals differ in their priority ranking of these needs Include many motives that are 7/25/12 assumed to play an important role in

Murrays list of Psychogenic Needs

Needs associated with inanimate objects (e.g. Acquisition) Needs that reflect ambition, power, accomplishment, and prestige (e.g. Superiority, Recognition, Achievement) Needs concerned with human power (e.g. Dominance, Autonomy) Sadomasochistic needs (e.g., 7/25/12 Aggression)

Needs

Need for Affiliation

person'sneedto feel a sense of involvement and "belonging" within a social group

helps explain an individual'simperative to be in charge. According to his work there are two kinds of power,socialandpersonal.

Need for Power

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Need for Achievement

Need for Affiliation

Need for friendly relationships and human interaction. There is a need to feel liked and be accepted by others. Strong need for affiliation will interfere with a managers objectivity. The need to be liked will affect a managers decisions, prompting them to make decisions to increase their popularity. 7/25/12

Need for Power

People who exhibit N-Pow tendencies are most satisfied by seeing their environment move in a certain direction, due to their involvements. As an example of the need for personal power, most corporate leaders seek high level positions so as to control the direction in which their company is moving. As an example of social power, most people might agree thatNelson Mandela 7/25/12

Need for Achievement

People high in N-Ach are characterized by a tendency to seek challenges and a high degree of independence. Their most satisfying reward is the recognition of their achievements. Sources of high N-Ach include:

Parents who encouraged independence inchildhood Praise and rewards for success
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Association of achievement with

Achievement and SelfActualization

Closely related to both the egoistic need and the self-actualization need High achievers can be viewed as satisfying a need for selfactualization through accomplishments in their job assignments as a result of their particular knowledge, their particular experiences, and the particular environments in which they have 7/25/12

Achievement characteristics

Tend to be more self-confident, enjoy taking calculated risks, actively research their environments, and value feedback Monetary rewards provide an important type of feedback as to how they are doing Prefer situations in which they can take personal responsibility for 7/25/12 finding solutions

Needs and Environment

A persons needs are influenced by their cultural background and life experiences A persons motivation and effectiveness can be increased through an environment, which provides them with their ideal mix of each of the three needs (N-Ach, NPow and/or N-Affil)
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