{"id":8338,"date":"2023-12-25T14:45:19","date_gmt":"2023-12-25T14:45:19","guid":{"rendered":"https:\/\/commerceiets.com\/?p=8338"},"modified":"2023-12-25T14:45:21","modified_gmt":"2023-12-25T14:45:21","slug":"mcguire-psychological-motives-mcguires-theory","status":"publish","type":"post","link":"https:\/\/commerceiets.com\/mcguire-psychological-motives-mcguires-theory\/","title":{"rendered":"McGuire Psychological Motives – McGuire’s Theory"},"content":{"rendered":"\n

McGuire PSYCHOLOGICAL MOTIVES – McGuire’s Theory<\/strong><\/h3>\n\n\n\n

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:<\/p>\n\n\n\n

Need for Consistency:<\/strong> People seek to be consistent in their attitudes and behaviours. Persuasive messages that align with pre-existing beliefs are more likely to be effective.<\/p>\n\n\n\n

Attribution Theory:<\/strong> Individuals try to understand the causes of events or behaviours. If a message helps them attribute a positive outcome to a specific product or idea, it may be more persuasive.<\/p>\n\n\n\n

Balance Theory:<\/strong> This motive involves the desire for consistency in the relationships between oneself, the persuader, and the message. People are more likely to be persuaded by messages that maintain a balanced relationship.<\/p>\n\n\n\n

Cognitive Dissonance:<\/strong> McGuire recognized the discomfort people feel when holding conflicting beliefs or attitudes. Persuasive messages that help resolve this dissonance are more likely to be effective.<\/p>\n\n\n\n

Incentive:<\/strong> People are motivated by rewards. Messages that promise rewards or benefits are more likely to be persuasive.<\/p>\n\n\n\n

Fear:<\/strong> Fear can be a powerful motivator. Messages that invoke fear but also provide a solution or course of action are more likely to be persuasive.<\/p>\n\n\n\n

To understand the consumer behavior, McGuire has developed a motive classification system.<\/p>\n\n\n\n

CLASSIFICATION OF McGuire PSYCHOLOGICAL MOTIVES<\/strong><\/p>\n\n\n\n

Classification of McGuire Psychological motives and needs are as follows:<\/p>\n\n\n\n

\"McGuire
McGuire PSYCHOLOGICAL MOTIVES – McGuire’s Theory<\/strong><\/figcaption><\/figure>\n\n\n\n

Need for Consistency: <\/strong>A basic desire is to have all facets or parts of one consistent with each other. These facets include attitudes, behaviours, opinions, self-images, views of others, and so forth. Marketers use this in several ways. First, it makes clear the need for a consistent marketing mix. The second area of marketing interest with consistency is called cognitive dissonance. This refers to a tendency of consumers to worry about the wisdom of major purchases after they have been made. Often making a major purchase is not consistent with the need to save money or to make other purchase.<\/p>\n\n\n\n

\"McGuire
McGuire PSYCHOLOGICAL MOTIVES – McGuire’s Theory<\/strong><\/figcaption><\/figure>\n\n\n\n

Need to Attribute Causation: <\/strong>This set of motives deals with our need to determine who or what causes the things that happen to us. Do we attribute the cause of a favourable or unfavourable outcome to ourselves or to some outside force? Attributing cause is part of the foundation for the use of rhetorical theory to understand consumers’ responses to persuasive messages.<\/p>\n\n\n\n

\"McGuire
McGuire PSYCHOLOGICAL MOTIVES – McGuire’s Theory<\/strong><\/figcaption><\/figure>\n\n\n\n

Need to Categorize: <\/strong>We have a need to categorize and organize information and experiences in some meaningful yet manageable way. So, we establish categories or mental partitions that allow us to process large quantities of information.<\/p>\n\n\n\n

\"McGuire
McGuire PSYCHOLOGICAL MOTIVES – McGuire’s Theory<\/strong><\/figcaption><\/figure>\n\n\n\n

Need for Cues: <\/strong>These motives reflect needs for observable cues or symbols that enable us to infer what we feel and know. Impressions, feelings, and attitudes are subtly established by viewing our own behavior and that of others and drawing inferences as to what we feel and think. In many instances, clothing plays an important role in presenting the subtle meaning of a desired image and consumer lifestyle.<\/p>\n\n\n\n

\"McGuire
McGuire PSYCHOLOGICAL MOTIVES – McGuire’s Theory<\/strong><\/figcaption><\/figure>\n\n\n\n

Need for Independence: <\/strong>The need for independence and individuality is a Characteristic of some culture. It is likely that all individuals in all cultures have this need at some level. Americans are taught that it is proper and even essential to express and fulfil this need. In contrast, in countries such as Japan, fulfilment of this need is discouraged, while fulfilment of the need for affiliation is socially acceptable. Owning or using products and services that are unique is one-way consumers express their independence.<\/p>\n\n\n\n

\"McGuire
McGuire PSYCHOLOGICAL MOTIVES – McGuire’s Theory<\/strong><\/figcaption><\/figure>\n\n\n\n

Need for Self-Expression: <\/strong>This motive deals with the need to express one’s identity to Others. We feel the need to let others know by our actions (which include the purchase and display Of goods) who we are and what we are. The purchase of many products such as clothing and automobiles allows consumers to express their identity to others, since these products have symbolic or expressive meanings.<\/p>\n\n\n\n

Need for Ego-Defense:<\/strong> The need to defend our identities or egos is another important motive. When our identity is threatened, we are motivated to protect our self-concept and utilize defensive behaviours and attitudes. Many products can provide ego D\u00e9fense. A consumer who feels insecure may rely on well-known brands for socially visible products to avoid any chance of making a socially incorrect purchase.<\/p>\n\n\n\n

\"McGuire
McGuire PSYCHOLOGICAL MOTIVES – McGuire’s Theory<\/strong><\/figcaption><\/figure>\n\n\n\n

Need for Reinforcement:<\/strong> We are often motivated to act in certain ways because we are rewarded for doing so. Products designed to be used in public situations (clothing, furniture, and artwork) are frequently sold on the basis of the amount and type of reinforcement that will be received.<\/p>\n\n\n\n

Need for Affiliation: <\/strong>Affiliation is the need to develop mutually helpful and satisfying relationship with others. Marketers frequently such affiliation-based themes as “Your kids will love you for it” in advertisements.<\/p>\n\n\n\n

\"McGuire
McGuire PSYCHOLOGICAL MOTIVES – McGuire’s Theory<\/strong><\/figcaption><\/figure>\n\n\n\n

Need for Modelling: <\/strong>The need for modelling reflects a tendency to base behavior on at of others. Modelling is a major means by which children learn to become consumers. The tendency to model explains some of the conformity that occurs within reference groups. Marketers utilize this motive by showing desirable types of individuals using their brands.<\/p>\n\n\n\n

Need for Novelty: <\/strong>We often seek variety and difference simply out of a need for novelty. Marketers refer to the outcome of this motive as variety-seeking behavior. This may be a prime reason for brand switching and some so-called impulse purchasing. The need for novelty is curvilinear and changes over time. That is, individuals experiencing rapid change generally become satiated and desire stability, while individuals in stable environments become “bored” and desire change.<\/p>\n\n\n\n

\"McGuire
McGuire PSYCHOLOGICAL MOTIVES – McGuire’s Theory<\/strong><\/figcaption><\/figure>\n\n\n\n

Need for Assertion: <\/strong>The need for assertion reflects a consumer’s need for engaging in those types of activities that will bring about an increase in self-esteem as well as esteem in the eyes of others. Individuals with a strong need for assertion are more likely to complain when dissatisfied with a purchase.<\/p>\n\n\n\n

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CONNECT ON LINKEDIN<\/a><\/div>\n<\/div>\n\n\n\n
Also Study:<\/strong><\/td>Also Study:<\/strong><\/td>Also Study:<\/strong><\/td><\/tr>
Nature of Consumer Behavior<\/a><\/td>Need for studying consumer behavior in marketing<\/a><\/td>Consumer Behavior vs Consumption Behavior<\/a><\/td><\/tr>
Personal determinants of consumer behavior<\/a><\/td>Define consumer behavior<\/a><\/td>Consumer behavior issues<\/a><\/td><\/tr>
Consumer Buying roles<\/a><\/td>Economic Determinants of Consumer Behavior<\/a><\/td>Diversity of consumer behaviour<\/a><\/td><\/tr>
Basic Model of Consumer Behaviour<\/a><\/td>Traditional consumer behaviour models<\/a><\/td>Economic Model of Consumer Behavior<\/a><\/td><\/tr>
Information processing model of consumer behaviour<\/a><\/td>Cognitive model of consumer behavior<\/a><\/td>Psychoanalytic model of consumer behavior<\/a><\/td><\/tr>
Sociological model of consumer behavior<\/a><\/td>Decision making model of consumer behavior<\/a><\/td>Learning model of consumer behavior<\/a><\/td><\/tr>
Psychological determinants of consumer behavior<\/a><\/td>SOCIOLOGICAL DETERMINANTS OF CONSUMER BEHAVIOR<\/a><\/td>REASONS FOR THE DEVELOPMENT OF CONSUMER BEHAVIOR<\/a><\/td><\/tr>
Scientific approach for studying consumer behavior<\/a><\/td>Intuition and scientific methods of decision making in consumer behavior<\/a><\/td>Reluctance to use scientific methods for studying consumer behavior<\/a><\/td><\/tr>
Motivation in consumer behavior<\/a><\/td>Elements of motivation in consumer behavior<\/a><\/td>Consumer Motivation and satisfaction relationship<\/a><\/td><\/tr>
Stages of consumer behavior<\/a><\/td>Marketing strategy and consumer behaviour<\/a><\/td>Quantitative and Qualitative consumer research methods<\/a><\/td><\/tr>
Six steps consumer research process<\/a><\/td>Methods of researching customer<\/a><\/td>Choice of consumer research methods<\/a><\/td><\/tr>
Primary data sources of consumer research<\/a><\/td>Secondary data sources of consumer research<\/a><\/td>Applications of consumer behavior<\/a><\/td><\/tr>
How consumer behavior affects product strategy in marketing<\/a><\/td>How to develop customer centric promotion strategy<\/a><\/td>Impact of promotion on consumer behavior<\/a><\/td><\/tr>
CONSUMER MOTIVATION- FEATURES, NEED AND IMPORTANCE<\/a><\/td><\/td><\/td><\/tr><\/tbody><\/table>
McGuire PSYCHOLOGICAL MOTIVES – McGuire’s Theory<\/strong><\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"

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…<\/p>\n

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