McClelland’s Theory of Needs

David McClelland and his associates proposed McClelland’s theory of Needs /

Achievement Motivation Theory. This theory states that human behavior is
affected by three needs - Need for Power, Achievement, and Affiliation. Need
for achievement is the urge to excel, to accomplish in relation to a set of
standards, to struggle to achieve success. Need for power is the desire to
influence other individual’s behavior as per your wish. In other words, it is the
desire to have control over others and to be influential. Need for affiliation is a
need for open and sociable interpersonal relationships. In other words, it is a
desire for relationship based on co-operation and mutual understanding.
The individuals with high achievement needs are highly motivated by competing
and challenging work. They look for promotional opportunities in job. They have
a strong urge for feedback on their achievement. Such individuals try to get
satisfaction in performing things better. High achievement is directly related to
high performance. Individuals who are better and above average performers are
highly motivated. They assume responsibility for solving the problems at work.
McClelland called such individuals as gamblers as they set challenging targets
for themselves and they take deliberate risk to achieve those set targets. Such
individuals look for innovative ways of performing job. They perceive
achievement of goals as a reward, and value it more than a financial reward.
The individuals who are motivated by power have a strong urge to be influential
and controlling. They want that their views and ideas should dominate and thus,
they want to lead. Such individuals are motivated by the need for reputation and
self-esteem. Individuals with greater power and authority will perform better than
those possessing less power. Generally, managers with high need for power turn
out to be more efficient and successful managers. They are more determined and
loyal to the organization they work for. Need for power should not always be
taken negatively. It can be viewed as the need to have a positive effect on the
organization and to support the organization in achieving its goals.
The individuals who are motivated by affiliation have an urge for a friendly and
supportive environment. Such individuals are effective performers in a team.
These people want to be liked by others. The manager’s ability to make decisions
is hampered if they have a high affiliation need as they prefer to be accepted and
liked by others, and this weakens their objectivity. Individuals having high
affiliation needs prefer working in an environment providing greater personal
interaction. Such people have a need to be on the good books of all. They
generally cannot be good leaders.

Self Determination Theory

Psychologists Edward Deci and Richard Ryan developed a theory of motivation
which suggests that people tend to be driven by a need to grow and gain
fulfillment. The first assumption of self-determination theory is that people are
activity directed toward growth. Gaining mastery over challenges and taking in
new experiences are essential for developing a cohesive sense of self.

While people are often motivated to act by external rewards such as money,
prizes, and acclaim (known as extrinsic motivation), self-determination theory
focuses primarily on internal sources of motivation such as a need to gain
knowledge or independence (known as intrinsic motivation).
According to self-determination theory, people need to feel the following in order
to achieve such psychological growth:

 Competence: People need to gain mastery of tasks and learn different

skills.
 Connection or Relatedness: People need to experience a sense of
belonging and attachment to other people.
  Autonomous: People need to feel in control of their own behaviors and
goals.

Deci and Ryan suggest that when people experience these three things, they
become self-determined and able to be intrinsically motivated to pursue the things
that interest them.

How exactly do people go about fulfilling these three needs?

It is important to realize that the psychological growth described by self-
determination theory does not simply happen automatically.

While people might be oriented toward such growth, it requires continuous

sustenance. According to Deci and Ryan, social support is the key. Through our
relationships and interactions with others, we can either foster or thwart well-
being and personal growth.

What other things that can help or hinder the three elements needed for growth?
According to Deci, giving people extrinsic rewards for already intrinsically
motivated behavior can undermine autonomy. As the behavior becomes
increasingly controlled by the external rewards, people begin to feel less in
control of their own behavior and intrinsic motivation is diminished.
Deci also suggests that offering unexpected positive encouragement and feedback
on a person's performance on a task can increase intrinsic motivation. Why?
Because such feedback helps people to feel more competent, one of the key needs
for personal growth.