THEORY OF ACHIEVEMENT MOTIVATION The theory of achievement motivation provides a theory of the ultimate content of motivation. The theory was supported by David C. McClelland and his associates. It was in the late 1940s that David C. McClelland and his friends began studying three needs that motivate human behavior: power, affiliation, and achievement. McClelland believes that every person needs all three needs, but that people differ in the degree to which various needs motivate their behavior. DESCRIPTION OF THESE THREE NEEDS NEED FOR ACHIEVEMENT (nAch) Employees with a high need for achievement derive satisfaction from achieving goals. Succeeding in a task is important for high achievers. McClelland believes that the need to achieve can be learned and has cited numerous cases where people have developed the need to achieve. He believes that economically backward cultures can be changed if the need for achievement can be addressed. stimulated. In the ambitious project, the researchers attempted to increase the success motivation of business people. The attempt was successful...