"McClelland [McClelland, D.C. (1961). The achieving society. Princeton, NJ: Van Nostrand] observed that the amount of achievement imagery in children’s books predicted the economic development of societies. He argued that achievement imagery is an indicator of a motivational climate, and when children grow up in a society that emphasizes the striving for achievement, they will be more economically productive later on. We tested McClelland’s hypothesis by coding school textbooks for achievement imagery from two German federal states (Baden-Württemberg and Bremen) with pronounced differences in economic and educational conditions. As expected, the schoolbooks from the state with the more advantageous conditions contained more achievement imagery."
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David C. McClelland
David Clarence McClelland (May 20, 1917 – March 27, 1998) was an American psychologist and Professor of Psychology at , noted for his work on motivation .
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