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McGuire first divided the motivation into two main categories using two criteria:
Then for each division in each category he stated there are two more basic elements.
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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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.
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
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.
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.
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?
The need to defend your identity. An insecure customer will purchase well-known brand
names for fear of being labeled socially incorrect.
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.
Affiliation is the need to develop mutually helpful and satisfying relationships with
others, which is a critical part of all people's lives.
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.
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.