Mcguire's psychological motives

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CHAPTER

10

Motivation, Personality, and Emotion

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10-2

PART III: INTERNAL INFLUENCES

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Define motivation and summarize the motivation sets put forth by Maslow and McGuire
Articulate motivation’s role in consumer behavior and marketing strategy
Define personality and the various theories of personality
Discuss how brand personality can be used in developing marketing strategies
Define emotions and list the major emotional dimensions
Discuss how emotions can be used in developing marketing strategies
Learning Objectives

L06

L05

L01

L04

L03

L02

Motivation is the reason for behavior.

A motive is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.

There are numerous theories of motivation, and many of them offer useful insights for the marketing manager.

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The Nature of Motivation

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Two useful motivation theories:

Maslow’s Hierarchy of Needs

A macro theory designed to account for most human behavior in general terms.

McGuire’s Psychological Motives

A fairly detailed set of motives used to account for specific aspects of consumer behavior.

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The Nature of Motivation

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1. Cognitive Preservation Motives

Need for Consistency (active, internal)

Need for Attribution (active, external)

Attribution Theory

Need to Categorize (passive, internal)

Need for Objectification (passive, external)

McGuire’s Psychological Motives

10-6

The Nature of Motivation

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2. Cognitive Growth Motives

Need for Autonomy (active, internal)

Need for Stimulation (active, external)

Teleological Need (passive, internal)

Utilitarian Need (passive, external)

McGuire’s Psychological Motives

10-7

The Nature of Motivation

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3. Affective Preservation Motives

Need for Tension Reduction (active, internal)

Need for Expression (active, external)

Need for Ego Defense (passive, internal)

Need for Reinforcement (passive, external)

McGuire’s Psychological Motives

10-8

The Nature of Motivation

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4. Affective Growth Motives

Need for Assertion (active, internal)

Need for Affiliation (active, external)

Need for Identification (passive, internal)

Need for Modeling (passive, external)

McGuire’s Psychological Motives

10-9

The Nature of Motivation

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Latent and Manifest Motives in a Purchase Situation

10-10

Motivation Theory and Marketing Strategy

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10-11

Motivation Theory and Marketing Strategy

Marketing Strategy Based on Multiple Motives

Involvement is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting.

Consumer involvement increases attention, analytical processing, information search, and word of mouth.

YouTube Spotlight

Ford Fiesta Commercial Encourages Consumer Involvement and is Based on Multiple Motives

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Three types of motivational conflict:

Approach-Approach Motivational Conflict

A choice between two attractive alternatives

Approach-Avoidance Motivational Conflict

A choice with both positive and negative consequences

Avoidance-Avoidance Motivational Conflict