McGuire Psychological Motives – McGuire’s Theory
McGuire PSYCHOLOGICAL MOTIVES – McGuire’s Theory McGuire Psychological Motives: Richard H. McGuire proposed a system of psychological motives that individuals have when processing persuasive messages. According to his model, there are six primary motives: Need for Consistency: People seek to be consistent in their attitudes and behaviours. Persuasive messages that align with pre-existing beliefs are…
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