McGuire's Motivations
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.
Categories
[edit]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 categories
[edit]- Cognitive Preservation Motives
- a. Need for Consistency (active, internal)
- b. Need for Attribution (active, external)
- c. Need to categorize (passive, internal)
- d. Need for objectification (passive, external)
- Cognitive Growth Motives
- a. Need for Autonomy (active, internal)
- b. Need for Stimulation (active, external)
- c. Teleological Need (passive, internal)
- d. Utilitarian Need (passive, external)
- Affective Preservation Motives
- a. Need for Tension Reduction
- 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)
See also
[edit]References
[edit]- Hawkins, D, Mothersbaugh, D, & Best, R (2007). Consumer Behaviour: Building Marketing Strategy. New York City: McGraw-Hill.
- Loudon, D. L. & Della Bitta, A. J. 1993. Consumer Behavior: Concepts and applications. 4th ed. Singapore: McGraw-Hill. p 326-328.