Abstract The directive, information-processing aspects of the personality are described in terms of eight successive steps: exposure, perception, comprehension, agreement, retention, retrieval, decision making, and action. Each of these steps is illustrated by recent psychological research. The dynamic, motivational aspect of human personality is described more briefly in terms of 16 basic human motives that have received attention in recent psychological research. Show
Journal Information Founded in 1974, the Journal of Consumer Research publishes scholarly research that describes and explains consumer behavior. Empirical, theoretical, and methodological articles spanning fields such as psychology, marketing, sociology, economics, and anthropology are featured in this interdisciplinary journal. The primary thrust of JCR is academic, rather than managerial, with topics ranging from micro-level processes (e.g., brand choice) to more macro-level issues (e.g., the development of materialistic values). Publisher Information Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide. OUP is the world's largest university press with the widest global presence. It currently publishes more than 6,000 new publications a year, has offices in around fifty countries, and employs more than 5,500 people worldwide. It has become familiar to millions through a diverse publishing program that includes scholarly works in all academic disciplines, bibles, music, school and college textbooks, business books, dictionaries and reference books, and academic journals. Rights & Usage This item is part of a JSTOR Collection. 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:
Then for each division in each category he stated there is two more basic elements.
Divisions of categories[edit]
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References[edit]
10/19/20201CHAPTER 10MOTIVATION, PERSONALITY,AND EMOTIONTHU NGUYENLEARNING OBJECTIVES1.Define motivation and summarize the motivation sets put forth byMaslow and McGuire2.Articulate motivation’s role inconsumer behavior and marketing strategy3.Define personality and the various theories of personality4.Discuss how brand personality can be used in developing marketingstrategies5.Define emotions and list the major emotional dimensions6.Discuss how emotions can be used in developing marketing strategies12 10/19/20202THE NATURE OF MOTIVATION•Motivation is the reason for behavior.•Amotive is a construct representing anunobservable inner forcethatstimulates and compels a behavioral response and provides specificdirection to that response.•A motive is why an individual does something.•Need and motivation are often used interchangeably•Needs and motives influence what consumers perceive as relevant andalso influence their feelings and emotion•There are numerous theories of motivation, and many of them offer usefulinsights for the marketing manager.THE NATURE OF MOTIVATION (CONT.)•Two useful motivation theories:1.Maslow’s Hierarchy of Needs:a macro theory designed to account for mosthuman behavior in general terms.Is based on four premises:1. All humans acquire a similar set of motives through genetic endowment andsocial interaction.3. The more basic motives must be satisfied to a minimum level before othermotives areactivated.2. Some motives are more basic or critical than others.4. As the basic motives become satisfied, more advanced motives come intoplay.34 10/19/20203THE NATURE OF MOTIVATION (CONT.)2.McGuire’s Psychological Motives: a fairly detailed set of motives used to accountfor specific aspects of consumer behavior.•McGuire first divides motivation into four main categories using two criteria:1. Is the mode of motivation cognitive or affective?2. Is the motive focused on preservation of the status quo or on growth?•Cognitive motivesfocus on theperson’s needfor being adaptively oriented towardthe environment and achieving a sense of meaning.•Affective motivesdeal withthe need to reach satisfying feeling statesand toobtainpersonal goals.•Preservation oriented motivesemphasize the individual asstriving to maintainequilibrium•Growth motivesemphasize development.THE NATURE OF MOTIVATION (CONT.)2.McGuire’s Psychological Motives (cont.):•Four main categories are then further subdivided on the bases of sourceand objective of the motive:3. Is this behavior actively initiated or in response to the environment?4. Does this behavior help the individual achieve a new internal or anew external relationship to the environment?56
10/19/202041. Cognitive Preservation MotivesNeed for Consistency (active, internal)Need for Attribution (active, external)Attribution TheoryNeed to Categorize (passive, internal)Need for Objectification (passive, external)McGuire’s Psychological Motives10-7THE NATURE OF MOTIVATION (CONT.) Upload your study docs or become a Course Hero member to access this document Upload your study docs or become a Course Hero member to access this document End of preview. Want to read all 22 pages? Upload your study docs or become a Course Hero member to access this document What are the four main categories McGuire used to divide motivation?These motives emphasize the need to attain satisfying feeling states and to obtain personal goals. What are the four main categories McGuire used to divide motivation?. cognitive preservation motives.. cognitive growth motives.. affective preservation motives.. affective growth motives.. Which Multitrait theory is most commonly used by marketers multiple choice question? Multitrait Approach. The Five-Factor Model is the most commonly used by marketers and identifies five basic traits that are formed by genetics and early learning.
What are the three broad types of coping used in response to negative emotions arising out of stressful situations?Coping mechanisms can be categorized into three broad types: appraisal-focused, which affects thought associated with the stressor; problem-focused, which affects the stressor itself; and emotion-focused, which affects the feelings associated with the stressor.
Which of the following are premises for Maslows hierarchy of needs?What are two of the premises for Maslow's hierarchy of needs? -higher need motives must be satisfied before basic motives can be addressed. -every individual needs to be self-actualized to satisfy other needs. -genetic endowment and social interaction enable all humans to achieve a similar set of motives.
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Which of the following criteria did mcguire use to divide motivation into four main categories?
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