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People have unconscious motives which affects their decision-making and associated behavior. The paper describes a study using thematic apperception test (TAT) to measure how unconscious motives influence travelers' interpretations and preferences toward alternative tours and hotels. Using the TAT, the present study explores the relationships between three unconscious needs: (1) achievement, (2) affiliation, and (3) power and preferences for four package tours (adventure, culture, business, and escape tours) and for seven hotel identities (quality, familiarity, location, price, friendliness, food and beverage, and cleanliness and aesthetics). The present study conducts canonical correlation analyses to examine the relationships between unconscious needs and preferences for package tours and hotel identities using data from 467 university students. The study scores 2,438 stories according to the TAT manual to identify unconscious needs. The findings indicate that (1) people with a high need for affiliation prefer an experience based on cultural values and hotels that are conveniently located, (2) individuals with a high need for power indicate a preference for high prices and good value for their money, and (3) people with a high need for achievement prefer a travel experience with adventure as a motivation. The study findings are consistent with previous research of McClelland (1990), Wilson (2002), and Woodside et al. (2008) in exploring impacts of the unconscious levels of human need.

Companies are now using social network sites (SNSs) within their marketing and brand-building activities. Twitter is the preferred SNS for creating brand communities, which offer companies many advantages. The purpose of this paper is to examine how individuals manage their competing needs for being affiliated (operationalized as personal and communal-brand connections) and for being seen as distinctive (operationalized as need for uniqueness (NFU)) when they are members of brand communities on Twitter. The authors have also analysed which type of brand community is able to achieve the balance between both needs, enhancing identification with the brand community.

A total of 318 valid responses were collected from three camera brand communities on Twitter. Messages (“tweets”) which included a link to an online questionnaire were sent to community members via Twitter. The authors examine the proposed model using structural equation modelling.

The authors demonstrate that consumers can satisfy their need for affiliation in brand communities created in Twitter. However, consumers can only reach a balance between the need for affiliation and the need for distinctiveness in brand communities built around niche brands. In contrast, the two needs work in opposition to shape identification in brand communities of big brands.

Optimal distinctiveness theory is used as a theoretical background for proposing how the antecedents of identification with the brand community enhance brand loyalty, with reference to the conflict between the individual’s needs for both distinctiveness and affiliation. Consumers’ identification with the brand community is proposed as a mediator to achieve brand loyalty in brand communities. Consumers reach this balance in brand communities built around a niche brand, where individuals with high NFU feel a high identification with the brand community. For big brands, as consumers’ NFU increases, their identification with the brand community and brand loyalty decreases.

Gang affiliation in youth is associated with increased criminal recidivism and an exaggeration of various criminogenic needs; affiliation also meets a variety of youth's personal and social needs. The purpose of this paper is to describe a study of the self-reported reasons for joining and leaving gangs, as well as the difficulties faced by Singaporean youth offenders in leaving youth gangs; it also explores the relationship between gang affiliation and family connectedness, educational attainment and early exposure to gangs.

This prospective study involved structured interviews and administration of questionnaires with 168 youth offenders in Singapore. Univariate and multivariate analyses were conducted to examine the research questions.

Gang-affiliated youth cited a desire to establish and maintain friendships as their primary reasons for joining a gang. Youth who left their gang reported maturing beyond this need and the activities of their gang, particularly in light of the deleterious impact of their gang-related activities on familial relationships and employment and financial status. Early exposure to gangs through family and neighborhood influences, and poor educational engagement increased the likelihood that youth would join a gang.

This study highlights the need for clinicians and other service providers to better understand the universal human needs that are met through gang affiliation and the correlates of affiliation.

Few studies have directly examined the factors relating to gang affiliation in a non-western context; this study may be relevant to professionals working in the juvenile justice and offender rehabilitation arenas.

The purpose of this study is twofold. First, we explore the relationship between organizational justice and service-oriented organizational citizenship behavior (SOCB). In particular, we focus on perceived distributive and procedural justice. Second, we examine the moderating effect of the need for achievement and need for affiliation.

The paper employed an online cross-sectional survey approach and distributed questionnaires to service employees at a large service organization. Data were analyzed with a two-step structural equation modeling technique using LISREL 8.7.

Perceived procedural justice significantly predicts SOCB. Additionally, the need for affiliation positively moderates the relationship between perceived procedural justice and SOCB, whereas the need for achievement positively moderates the relationship between perceived distributive justice and SOCB.

Results confirm the importance of establishing and implementing transparent formal organizational processes and procedures for evaluating outcomes of service employees. We recommend service organizations to communicate proactively with employees about how formal organizational systems are implemented, and provide employees with examples and cases that illustrate how performance appraisals are performed. Moreover, supervisors in service organizations need to establish and maintain high quality of social exchange relationships with employees by providing personal coaching and counseling. Furthermore, service organizations need to establish a positive and friendly performance appraisal environment and offer trainings on how to satisfy unpredictable customer demand to employees.

Given the growth of commercial services in the USA and the limited existing knowledge on SOCB, this study provides scholars and practitioner with suggestions and recommendations on how SOCB can be encouraged in service settings.

This study sought to examine student motives for participating in a residential leadership learning community for incoming freshmen using McClelland’s Achievement Motivation Theory (McClelland, 1958, 1961). Eighty-nine students began the program in the Fall 2009 semester and were administered a single, researcher-developed instrument. Responses to an open-ended question that asked students what their primary motive for participating in the voluntary, residential leadership learning community were analyzed using deductive content analysis techniques (Fraenkel & Wallen, 2009; Patton, 2002) and categorized according to McClelland’s Achievement Motivation Theory as the need for Achievement, the need for Power, the need for Affiliation, or any combination thereof. Results demonstrated that while all three needs were found within the responses, the need for Achievement and the need for Affiliation were more common motives for joining the voluntary, residential leadership learning community.

This paper aims to examine the link between the Big Five personality traits and self-efficacy for teamwork, positioning manifest needs as intervening variables. The primary purpose of the analyses is to further develop some of the key variables contributing to team performance.

Relationships were tested with conditional process analysis. The sample includes 315 students from a large university. Likert measures were used to operationalize survey items, which are based on existing scales in the literature.

Each of the Big Five dimensions are related to teamwork self-efficacy (TSE), with manifest needs having significant mediating effects. For example, conscientiousness displayed a positive relationship to TSE, with both the need for affiliation and the need for power acting as significant intervening variables. Such relationships for each personality dimension are discussed fully in the paper.

High functioning teams need members who share a level of self-efficacy for engaging in teamwork. Leaders who must form their teams may find it useful to consider TSE, and the individual attributes that contribute to this important construct. The authors’ examination of the roles of both personality and manifest needs should offer some essential tools for this objective.

This paper contributes to our understanding of the relationship between personality and TSE by investigating manifest needs as process variables.

Reports an empirical study, conducted within the context of Singapore, which examines the motives that stimulate women into becoming business owners. Aims to uncover the characteristics of a typical woman entrepreneur in Singapore; the motivational needs of women entrepreneurs; and the factors influencing the motivational needs of women entrepreneurs. Uses the Need Theory as a theoretical framework to study the motivation of women entrepreneurs. Hypothesizes that business ownership is a manifestation of four needs ‐ achievement; affiliation; autonomy; and dominance. Concludes that women entrepreneurs are motivated by a high need for achievement, a slightly high need for dominance and moderate needs for affiliation and autonomy. Finds women entrepreneurs demonstrate a higher need for achievement and dominance than women employees but significant difference in the needs for affiliation and autonomy.

The purpose of this study is to study gender differences in the relationship between McClelland's needs, stress, and turnover intentions with work‐family conflict.

Survey data were collected from 383 individuals representing 15 different industries. Multiple regression analysis was used to test the hypotheses.

Results suggest that McClelland's needs act as an antecedent of work‐family conflict, and that they have a differential impact on work‐family conflict for women and men.

The subjects were college graduates, hence it was a self‐selected sample, and the results may not generalise to other populations.

Women are more affected by family obligations than men and this may impact the performance and turnover intentions of women in organisations.

This paper enhances understanding of work‐family conflict by specifically examining individual differences such as need for power, need for achievement and need for affiliation and evaluating their impact on turnover intention and job tension.

The purpose of this paper is to examine how consumers' personality (i.e. motivation for affiliation) and their perceptions about the company (i.e. identity attractiveness) and the relation they maintain with the company's employees (i.e. personal connection with salesperson) influence their identification with the company. The research also considers the moderating effects of identity salience and salesperson identification with the company. In addition, the study proposes that salesperson identification may further enhance the positive influence of the consumer‐salesperson connection on the consumer's identification with the company.

In order to test the hypothesized model, this study uses a sample of customers from a financial institution with different levels of business involvement with the company. With a questionnaire formed with measures taken from previous literature, structural equation modeling was used to test the proposed model.

The results showed that all three determinants – i.e. identity attractiveness, need for affiliation, and personal connection – have direct and positive effects on consumer identification with the company. Moreover, the moderating effect of identity salience was also confirmed for the impacts of both identity attractiveness and need for affiliation on consumer identification, as well as the moderating effect of salesperson identification for the impact of personal connection between the customer and the salesperson on consumer identification.

This research offers important insights for marketing managers. Specifically, companies need to be aware of and to deliver a consistent and attractive identity of both their salespeople and their company. Moreover, marketing communications that attempt to connect a product or brand to a social identity should consider the extent to which target consumers value that social identity, and what aspects can be leveraged to increase perceptions of relevance associated with that identity. Therefore, all communication activities should provide cues about how the company or its products are related to an identity that is relevant to the consumer.

This research contributes to the literature on social identity and organizational identification as it examines the consumer‐company relationship in a consumer context. The main contributions are three. First, it highlights the importance of the non‐product aspects of a company in terms of building a consumer‐company bond. Second, it shows that consumers are more likely to adopt social identities (i.e. to identify with particular social groups) when they consider the company's identity to be personally relevant. And third, it demonstrates the impact of the salesperson identification with the company on his/her performance, a relationship that sales literature has not considered yet.

The purpose of this paper is to explore how perceived visible, work value, and informational dissimilarity affect an individual's helping behavior. Additionally, it investigates the moderating roles of the need for affiliation and need for achievement.

A theoretical analysis was performed.

It is proposed that perceived visible, work value, and informational dissimilarity will have a negative impact on an individual's helping behavior. Additionally, it is posited that the need for affiliation and need for achievement will positively moderate the negative relationship between perceived dissimilarity and helping behavior.

This paper provides additional insight into antecedents of helping behavior, and offers a theoretical basis for future research that examines the relationship between subjective diversity and discretionary behaviors in organizations.

This paper has several important implications. First, managers are recommended to implement effective educational approaches, such as role-playing, that help eliminate employees’ negative perceptions of dissimilarity and promote willingness to help co-workers. Second, managers should reinforce shared vision, values, and goals, which in turn may encourage interpersonal cooperative behaviors. Third, managers should facilitate the dissemination of knowledge and information that are crucial to individual performance. Fourth, managers are encouraged to provide employees with trainings on effective interpersonal processes such as inclusion and emotional management. Finally, managers should increase the degree of task interdependence, which may promote high levels of helping behavior.

This paper is one of the very few studies that link helping behavior with subjective perceptions of dissimilarity. More importantly, this paper highlights the importance of the interaction between dissimilarity perceptions and internal driving forces.