Theory of needs

David mcclelland and his associates proposed mcclelland theory of needs/ achievement theory. This theory states that human behavior is affected by three needs :

1. Needs for achievement: That is the urge to excel to accomplish in relation to a set of standards to struggle to achieve success.



2. Need for power : That is the desire to influence other individual's behavior as per wish.



3. Need for affiliation: That is need for open and sociable interpersonal responsibilities .