Research Support

In order to assess which need was predominant for individuals, McClelland used the Thematic Apperception Test (TAT). This test presents a series of pictures of human figures in ambiguous situations. People taking the test describe what they believe is happening in the picture. The assumption is that individuals will project their needs into the stories they write about the pictures. For example, describing a story about a person controlling a situation would indicate a need for power. Concerns have been raised about the validity of this technique for identifying needs and the consistency of scoring the stories.
Thematic Apperception Test
TAT
Source: http://www.macalester.edu

The level of research support for McClelland's Theory is greater than for Maslow's or Alderfer's theories. Of the three needs discussed by McClelland, nAch has been studied the most and is still considered an important individual difference variable.

Which of the following do you think is most important for a manager to possess: Need for achievement, need for power, or need for affiliation?

Organizational Applications

According to McClelland, people are most motivated when their work situation matches their need profile. Therefore, if managers need a self-starter that can work independently, they should consider someone with high nAch. On the other hand, if a team player with good interpersonal skills is needed, someone with high nAff should be considered. Once on the job, managers of high nAch employees may want to provide moderately difficult goals and frequent performance feedback. People with high affiliative needs can be assigned positions that provide interaction. Individuals with a high need for power can be assigned positions in which they exert legitimate influence. McClelland and Burnham (2003) demonstrate that employees who have a strong need for power tend to make the best managers, but this need must be directed toward the benefit of the organization rather than toward personal success. Those who are strongly motivated by their affiliation needs will probably not make good managers because they are too concerned with being liked to carry out tough decisions. Need for achievement does predict success, but among managers at lower levels in the organization.

Did you find this surprising? Many people assume that those high in the need for achievement make the best managers. However, the article points out several shortcomings of nAch individuals that end up limiting their managerial success, including focusing on personal improvement, wanting concrete short-term feedback, and doing too much themselves instead of delegating.

Evaluation

In many respects McClelland's Need Theory has proven more useful than Maslow's or Alderfer's theories. The level of research support is greater, but there is concern about the validity of the TAT projection test to reveal needs. Critics also ask whether needs are learned as McClelland proposes or whether needs are innate as Maslow and Alderfer seem to assume.