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McClelland proposes a learned needs model of motivation that he believed to be rooted in culture. He argued that everyone has three particularly important needs: for achievement, affiliation, and power.
His achievement motivation 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.
McClelland used the Thematic Apperception Test (TAT). The TAT uses unstructured pictures that may arouse many kinds of reactions in the person being tested.
McClelland used the Thematic Apperception Test (TAT). The TAT uses unstructured pictures that may arouse many kinds of reactions in the person being tested.
Examples include an inkblot that a person can perceive as many different objects or a picture that can generate a variety of stories. There is no right or wrong answer, and the person isn’t given a limited set of alternatives from which to choose.
A major goal of the TAT is to obtain the individual’s own perception of the world.
