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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