murray & mcclleland

three needs (MCC)

achievement, power, affliation

achievement

strong will to succeed, do well (work alone, non conformist)

affliation

maintain relationships with others (team player)

power

make others behave the way you want (high need to manage/control people)

how many categories? (HM)

7

how many psycho need (HM)

28

Murray

 needs are the potentiality or readiness to respond in a certain way under certain given circumstances

cate 1

materialism (objects)

cate 2

power

cate 3

status

cate 4

ambition

cate 5

affection

cate 6

sadomasochism

cate 7

information

materialism

Obtain, conservance, construction, order, retention

power

Dominance, deference, autonomy, contariance

status

Inviolacy, in avoidance appeal, counteraction, defendance, seclusion

ambition

Superiority, achievement, recognition,

affection

Affiliation, rejection, nurturance, succorance, play, blame avoidance

sadomasochism

Aggression, abasement (confess/apologize)

information

cognizance

consumer motivation

drive to satisfy both physiological and psychological needs through product purchase and consumption