4: Trait approach

• McClelland's Theory

  Proposed that people differ in the extent to which they are motivated by 3 needs because of different traits developed though life experiences which are shaped through life experiences which are shaped through childhood development
• People are motivated by trait-like inner needs:

  Need for achievement

  Need for affiliation

  Need for Power
• Need for achievement: (nAch)


  preoccupation to focus on goals improving performance and tangible results

  (associated with self-discipline, schedule-keeping,accepting responsibility and becoming success orientated, often associated with lack of group orientation)
• Need for affiliation: (nAff)


  the need to make friends, become members of groups and to associate with others
• Need for Power: (nPow)


  desire to obtain and exercise control over others, resources and environment
• People who have high achievement needs are different from others in several ways:


  -they seek personal responsibility for finding solutions to problems

  -they need rapid feedback on their performance... and usually -very frustrated by not receiving quicker feedback.

  -most likely interested in and/ or succeed in entrepreneurial careers

  -believe there is greater incentive value in achieving something difficult(low probability of success) than there is in achieving something easy(high probability of success)
• Atkinson: Achievement model


  Extension of McClelland's Theory

  Achievement motivation a product of three factors:
• Three factor of Atkinson achievement model


  A person's level of need for achievement

  Perception of the probability of success in the task

  Intrinsic reward associated with accomplishment