18
grasp the cultural connections evoked by a brand and match them more strongly with the
personal values of the target audience (Miller, 1999).
2.3.
Motivation Theory: McGuire’s Psychological Motives
McGuire divided motivation into four main categories:
1. Cognitive preservation motives
a. Need for consistency (attitude, behavior, opinions, self-images)
b. Need for attribution (who or what causes the things that happen to us)
c. Need to categorize (categorize and organize information and experiences)
d. Need for objectification (e.g. observable cues or symbol or image statement)
2. Cognitive growth motives
a. Need for autonomy (independence and individuality)
b. Need for stimulation (variety seeking)
c. Teleological need (comparing present condition with desired end state)
d. Utilitarian need (consumer as a problem solver, acquire useful information)
3. Affective preservation motives
a. Need for tension reduction (recreational product or activities)
b. Need for expression (express one’s identity)
c. Need for ego (personal security)
d. Need for reinforcement (rewarded for good behavior)
4. Affective growth motives
a. Need for assertion (success, admiration, dominance)
b. Need for affiliation (mutually helpful and satisfying with others)
c. Need for identification (consumer playing various roles, try a new identity)
d. Need for
modeling (tendency to base behavior on
that of
others
in reference
group)
 |