McGruires Psychological Needs

McGuires 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

McGuire first divided the motivation into two 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?

Then for each division in each category he stated there are two more basic elements.

1. Is this behavior actively initiated or in response to the environment?

2. Does this behavior help the individual achieve a new internal or a new
external relationship to the environment?

According to McGuire, there are 12 psychological motives, 12 reasons why consumers are
motivated to make purchases. These latest developments are all covered in the Management
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1. Need for consistency

People have a basic desire to have all parts of them consistent and they purchase products
that fulfill this need. People that listen to country music will purchase products like
cowboy boots, heavy duty trucks and pets.

2. Need for attribute causation

People have the need to determine who or what causes things to happen to them. For
example, some people choose to attribute it to themselves, fate or an outside force like
God.

3. Need to categorize

Categories allow people to process a large amount of information. Vehicles are

categorized into cars, SUV's, light trucks, heavy duty trucks, van, sporty, mid-size,
 hybrid, electric and so on. This helps consumers quickly narrow down their choices when
purchasing a vehicle.

4. Need for cues

Most people will view others' behavior and infer what they feel and think. Clothing plays
an important role in presenting image of a person. People quickly judge others by the
clothing they are wearing and the vehicle they drive.

5. Need for independence

Americans strive for individuality and self-expression and many products are marketed as
"limited edition" or being different and unique

The Japanese culture discourages individuality and focuses on affiliation, and behavior
that enhances family and culture.

6. Need for self-expression

Americans are known for letting others know who and what they are by their extravagant
purchases, especially clothing and cars. Who really needs a $1,200 pen? What is that
saying about that person?

7. Need for ego-defense

The need to defend your identity. An insecure customer will purchase well-known brand
names for fear of being labeled socially incorrect.

8. Need for reinforcement

People are motivated to act because they are rewarded for doing it. For example, showing
off a new diamond ring to your friends creates acceptance and approval.

9. Need for affiliation

Affiliation is the need to develop mutually helpful and satisfying relationships with
others, which is a critical part of all people's lives.

10. Need for modeling

Conformity and the need to base behavior on that of others. This is the major motivation
of children, teens (8-12 year olds), and especially teenagers-and in their social world
conformity mean acceptance.

11. Need for novelty

 People have variety seeking-behavior and this may be a reason for brand switching and
impulse buys, but that depends on the person. People experiencing rapid life changes will
seek stability, while people in stable life situations will seek change. The travel industry
uses this by changing up their ads and showing adventure vacations where people are
actively having fun and some ads showing relaxing vacations where people are swinging
in a hammock.

12. Need for Assertion

Customer's need to engage in activities that will increase self-esteem and self-esteem in the eyes
of others. Most consumers respond positively to ads that appeal to this need. In an advertisement
for a ladies razor, it will say "show off your beautiful legs to your man," this will appeal to
women by showing that the product increases your self-esteem.