McGuire's Motives

Need for Consistency

- cognitive, preservation, active, internal

-desire to have all facets of oneself consistent with one another

-cognitive dissonance is a common motive of this type

Need for Attribution

-cognitive, preservation, active, external

-attribution theory; who or what causes the things that happen to us?

-often do not believe sales messages *overcome by using a credible spokesperson

Need to Categorize

-cognitive, preservation, passive, internal

-individuals organize the vast amount of info and experiences people encounter into a meaningful way

Need for Objectification

-cognitive, preservation, passive, external

-observable cues or symbols that enable people to infer what they feel and know

-clothing plays an important role in presenting meaning of a desired image & consumer lifestyle

Need for Autonomy

-cognitive, growth, active, internal

-need for independence and individuality

-owning products that are unique; marketers respond by limited edition products

Need for Stimulation

-cognitive, growth, active, external

-seek variety: prime reason for brand switching and impulse purchasing

-Need for stimulation is curvilinear and changes over time

Teleological Need

-cognitive, growth, passive, internal

-consumers change behaviors due to images of desired outcomes or end states

-the motive propels people to mass media i.e. movies, TV & books with outcomes that match their view of how the world should work

Utilitarian Need

-cognitive, growth, passive, external

-views the consumer as a problem solver who approaches situations as opportunities to acquire useful info/skills

-learn about clothing styles, lifestyles, etc.

Need for Tension Reduction

-affective, preservation, active, internal

-people are motivated to seek ways to reduce arousal

-recreational products are promoted for tension relief

Need for Expression

-affective, preservation, active, external

-need to express one's identity to others

-purchase of items (cars & clothes) allows consumers to express their identity to others bc the products have symbolic meaning

Need for Ego Defense

-affective, preservation, active, external

-when one's identity is threatened, the person is motivated to protect their self concept and utilize defensive behaviors/attitudes

Need for Reinforcement

-affective, preservation, passive, external

-act certain ways bc they were rewarded for acting that way in the past (operant learning)

Need for Assertion

-affective, growth, active, internal

-competitive achievers who seek success, admiration & dominance

-power, accomplishment & esteem are important to them

Need for Affiliation

-affective, growth, active, external

-need to develop mutually helpful and satisfying relationships with others

-group memberships & the need to maintain satisfying relationships with others

-"Your kids will love you for it"

Need for Identification

-affective, growth, passive, internal

-consumers play various roles

-one gains pleasure from adding new, satisfying roles

-"Become a skateboarder"

Need for Modeling

-affective, growth, passive, external

-tendency to base behavior on that of others

-how children learn to become consumers

-explains conformity within reference groups

-marketers use this motive by showing desirable types of individuals using their brand aka Beyonce