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.
Contents
Categories
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
- Cognitive Preservation Motives
- Cognitive Growth Motives
- Affective Preservation Motives
- Affective Growth Motives
References
McGuire's Motivations Wikipedia(Text) CC BY-SA