Ad blocker interference detected!
Wikia is a free-to-use site that makes money from advertising. We have a modified experience for viewers using ad blockers
Wikia is not accessible if you’ve made further modifications. Remove the custom ad blocker rule(s) and the page will load as expected.
Individual differences |
Methods | Statistics | Clinical | Educational | Industrial | Professional items | World psychology |
McGuire’s Psychological Motivations is a classification system that organizes theories of motives into 16 categories. The system helps marketers to isolate motives likely to be involved in various consumption situations.
McGuire first divided the motivation into two main categories using two criteria:
- Is the mode of motivation cognitive or affective?
- Is the motive focused on preservation of the status quo or on growth?
Then for each division in each category he stated there is two more basic elements.
- Is this behavior actively initiated or in response to the environment?
- Does this behavior help the individual achieve a new internal or a new external relationship to the environment?
Divisions of CategoriesEdit
- Cognitive Preservation Motives
- Cognitive Growth Motives
- Affective Preservation Motives
- a. Need for Tension Reduction (active, internal)
- b. Need for Expression (active, external)
- c. Need for Ego Defense (passive, internal)
- d. Need for Reinforcement (passive, external)
- Affective Growth Motives
- a. Need for Assertion (active, internal)
- b. Need for Affiliation (active, external)
- c. Need for Identification (passive, internal)
- d. Need for Modeling (passive, external)
- Hawkins, D, Mothersbaugh, D, & Best, R (2007). Consumer Behavior: Building Marketing Strategy. New York City: McGraw-Hill.