McClelland's theory of desire

- [[motivation theory]] proposed by [[McClelland]].
- The theory that there are three types of desire: [[desire to achieve]], [[lust for power]], and [[desire for affinity]].
- Later [[desire to avoid]] was added to become [4 Desires

• Nishio feels that this method of thinking in terms of “desire to achieve,” “desire for power,” “desire for affinity,” and “desire to avoid” is very useful. - Maslow’s stage theory of needs also classified human needs into several categories. - I figured that was the hierarchy. - This implicitly assumes that all humans have the same hierarchy of needs. - Also, when we see people with different expressed desires, we end up with an interpretation that puts a higher/lower level of achievement on people, saying that some people have a higher/lower level of desire achievement.

  • On the flip side, McClelland’s is not hierarchical in its four desires.
    • The natural expression of diversity in the desires of different people.

• desire to achieve - want to accomplish - I want to do it in an efficiency way.

  • Later McClelland creates [competency theory

• lust for power

  • I want to exercise influence on others
    • control I want to

• desire for affinity

  • I want to create one’s relationships with others
  • From others I want to be liked..

• desire to avoid - I don’t want to fail. - I want to avoid stress.

• David McClelland.

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