3. 303/11/15
David McClelland
The achieving society – A study of
economically developed societies and
their literature
The countries had high achievement
imagery
Consequently, they had people who had
high need for achievement
4. 403/11/15
Contd…
Motives are stored in the preconscious
mind
They lie in the area of daydream where
people talk to themselves without being
aware of it
The daydreams can be measured
The motives can be changed
5. 503/11/15
Need for Achievement
Setting standards
Competing with peers and self
Quest for excellence
Hope for success
Moderate risk
Desire for constant feedback on performance
Autonomy preferred
6. 603/11/15
Need for Achievement - Purpose
They set their own goals
They seek challenge
They are selective in their goals
They are not influenced by the expectations of
others in their goal setting
They consult experts
They take responsibility for both success and
failure
8. 803/11/15
Be the Best of Whatever You Are?
If you can’t be a pine on
the top of the hill,
Be a scrub in the valley,
but be,
The best little scrub by
the side of the hill,
Be a bush if you can’t
be a tree.
If you can’t be a bush,
be a bit of the grass,
Some highway happier
make,
If you can’t be a
muskie, then just be
a bass,
But the livliest bass in
the lake.
9. 903/11/15
Be the Best of Whatever You Are?
We can’t all be
captains, we’ve got
to be crew,
There’s something for
all of us here,
There’s big work to do,
and there’s lesser to
do,
And the task we must
do is the near.
If you can’t be a
highway, then just be
a trail,
If you can’t be the sun,
be a star,
It isn’t by size that you
win or you fail,
Be the best of whatever
you are?
10. 1003/11/15
Need for Achievement - Risk
They take moderate risk
They do not gamble in their goal setting
or decision making
They stretch their abilities
They are realistic
They exercise their individuality in setting
moderately difficult goals
11. 1103/11/15
Need for Achievement - Feedback
They prefer tasks in which they get
immediate feedback
They actively seek feedback
They continuously take feedback in
relation to their goals
They change their strivings and
behaviours after thoughtful analysis of
feedback
12. 1203/11/15
Need for Achievement
Hope for success
(Optimism)
!!!
Establish identity, seek
challenge
Reinforce faith & belief
in self
Active
Fear of failure
(Pessimism)
???
Low self-worth, self
doubt
Perception of task
difficulty high
Passive, withdrawn
13. 1303/11/15
Contd…
Moderate risk
Create
opportunities
Develop support
systems
Low risk
Capacity remains
dormant
Luck, chance or
fate held
responsible
14. 1403/11/15
Need for Power
Influencing others
Giving directions
Taking responsibilities for tasks
Taking control of things
Forcing people to do things
Reprimanding others in the case of poor
performance
15. 1503/11/15
Need for Affiliation
Urge to be liked by others
People first
Concern for expectations from others
Getting approval from others
High level of gregariousness
Inability to take tough decision