Overview of McClelland's Social Motives
David McClelland identifies three key needs which inform social dynamics between
individuals, groups, and additionally at the level of entire nation-state societies:
- Need for Achievement (N ach)
focus on goals, improving performance, task, measurable and tangible results; also
associated with self-discipline, schedule-keeping, responsibility, success oriented,
lack of group orientation;
- Need for Affiliation (N aff)
focus on human companionship, interpersonal relations, concern for others;
- Need for Power (N pow)
desire to control resources, others, the environment.
Heuristic Plot in SYMLOG Space of
Social Motives
(Click image to enlarge)
McClelland's study of needs is more closely related to the SYMLOG Individual and
Organizational Values space than many other models addressing social interaction,
because the latter tend to focus on behaviors. Thus a parallel may be found between
the conflicting demands of the three key needs and the conflicts among the various
SYMLOG Individual and Organizational Values. For instance, if the need for achievement
is given primary attention, the need for affiliation will likely receive less emphasis.
The parallel between the two theories however is limited. Unlike the SYMLOG bipolar
dimensions, McClelland's key needs are unidirectional. When these needs are mapped
in the SYMLOG space, they account for activity only in the UPF octant. Need for
power is akin to the Upward vector in the SYMLOG space, need for affiliation is
akin to the Positive vector, and need for achievement to the Forward vector. Values
and behavior that comprise the remaining seven octants of the SYMLOG three-dimensional
model are not addressed.