07ImplExpl - Implicit and Explicit Motives David C...

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Implicit and Explicit Motives
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David C. McClelland (1917-1998) When he was a teenager, McClelland was fascinated by the fact that the values and beliefs people paid lip service to when they were in church on Sunday had very little to do with how they behaved during the week. He concluded from this observation that people’s beliefs about themselves are not very accurate predictors of behavior and that the real predictors need to be assessed in some other way. Later, together with his student John Atkinson and others, McClelland chose the TAT to get at people’s unconscious motives and identified 3 basic motive dispositions: Achievement, power, and affiliation.
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Two Ways to Measure Motives Projective assessment of unconscious motivational tendencies via TAT Self-report assessment of self concept regarding own motivation
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TAT Picture: Please Write Answers to the Questions Below (5 minutes) What kind of situation is this? What led to the situation? What happened before? What are the people thinking/feeling? What do they want? How will the story end? NO ID on paper Turn to back => next task
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The following is a list of goals that some people want to attain in life. Please rate each goal according to the following How important is it for you to… VERY UNIMPORTANT IMPORTANT 1. “be accepted by others” 1 2 3 4 5 2. “develop my abilities” 1 2 3 4 5 3. “have an exciting life” 1 2 3 4 5 4. “help other people” 1 2 3 4 5 5. “receive love and affection” 1 2 3 4 5 6. “spend time with other people” 1 2 3 4 5 7. “have financial security” 1 2 3 4 5 8. “have influence on others” 1 2 3 4 5 9. “always improve” 1 2 3 4 5 10. “have variety in life” 1 2 3 4 5 11. “stand up for others” 1 2 3 4 5 12. “give love and affection” 1 2 3 4 5 13. “have many friends” 1 2 3 4 5 14. “have enough money” 1 2 3 4 5
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TAT Versus Questionnaire: Comparison of Scores Count # of statements in TAT-story about Achievement (mastery of challenge) Power (influencing others) Affiliation Which has most, second most, least statements ? => rank order ach, pow, aff Sum questionnaire scores for items Ach = 2 + 9 Aff = 6 + 13 Pow = 1 + 8 Which has highest score? => rank order Ach, Pow, and Aff
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TAT Versus Questionnaire: Comparison of Scores TAT/ Scale A > P > Af A > Af > P P > A > Af P > Af > A Af > A > P Af > P > A A > P > Af A > Af > P P > A > Af P > Af > A Af > A > P Af > P > A
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Empirical Evidence for Difference: Lack of Association Between Implicit and Explicit Motives Is there convergent validity between IM and EM?
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  • Fall '10
  • SusanCharles
  • David McClelland, Need for achievement, David C. McClelland, explicit motives, Association Between Implicit

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