Marketin
Essay Preview: Marketin
Report this essay
Achievement Motivation
Over the years behavioral scientists have observed that some people have an intense need to achieve; others, perhaps the majority, do not seem to be as concerned about achievement. This phenomenon has fascinated David C. McClelland. For over twenty years he and his associates at Harvard University studied this urge to achieve.
McClellands research led him to believe that the need for achievement is a distinct human motive that can be distinguished from other needs. More important, the achievement motive can be isolated and assessed in any group. His model states that people are motivated according to the strength of their desire either to perform in terms of a standard of excellence or to succeed in competitive situations. The amount of achievement motivation depends on their childhood, their personal and occupational experiences and the type of organization for which they work.
Characteristics of people with a high need for achievement
McClelland illustrates some of these characteristics in describing a laboratory experiment.
Participants were asked to throw rings over a peg from any distance they chose. Most people tended to throw at random-now close, now far away; but individuals with a high need for achievement seemed carefully to measure where they were most likely to get a sense of mastery–not too close to make the task ridiculously easy or too far away to make it impossible.
They set moderately difficult but potentially achievable goals. In biology, this is known as the overload principle.
In weight lifting, for example, strength cannot be in creased by tasks that can be performed easily or that cannot be performed without injury to the organism. Strength can be increased by lifting weights that are difficult but realistic enough to stretch