A motive is a construct representing an

unobservable inner force that

stimulates and compels a behavioral
response and provides specific direction
to that response (Mothersbaugh &
Hawkins (2016) )
Two useful motivation theories:
1. Maslow’s Hierarchy of Needs
• A macro theory designed to account for most
human behavior in general terms.
2. McGuire’s Psychological Motives
• A fairly detailed set of motives used to account
for specific aspects of consumer behavior.
MCGUIRE’S PSYCHOLOGICAL MOTIVES

1. Cognitive
Preservation
Motives

Need for
Consistency
(active, internal)

Need for Attribution

(active, external)
Attribution Theory

Need to Categorize
(passive, internal)

Need for
Objectification
(passive, external)
 2. Cognitive
Growth Motives

Need for
Autonomy
(active, internal)

Need for
Stimulation
(active, external)

Teleological
Need (passive,
internal)

Utilitarian Need
(passive,
external)
 3. Affective
Preservation
Motives

Need for Tension

Reduction (active,
internal)

Need for
Expression (active,
external)

Need for Ego

Defense (passive,
internal)

Need for
Reinforcement
(passive, external)
4. Affective Growth Motives

Need
Needfor
forAssertion
Assertion(active,
(active,internal)
internal)

Need
Needfor
forAffiliation
Affiliation(active,
(active,external)
external)

Need
Needfor
forIdentification
Identification(passive,
(passive,internal)
internal)

Need
Needfor
forModeling
Modeling(passive,
(passive,external)
external)
MOTIVATION THEORY AND MARKETING STRATEGIES (LATEN AND
MANIFEST MOTIVES IN A PURCHASE SITUATION
MOTIVATION THEORY AND MARKETING STRATEGY

Hedonic Shopping Motives

1. Adventure Shopping
2. Social Shopping
3. Gratification Shopping
4. Idea Shopping
5. Role Shopping
6. Value Shopping
Marketing Strategies Based on Motivation Conflict

Three types of motivational conflict:

1. Approach-Approach Motivational Conflict
• A choice between two attractive alternatives
2. Approach-Avoidance Motivational Conflict
• A choice with both positive and negative
consequences
3. Avoidance-Avoidance Motivational Conflict
• A choice involving only undesirable outcomes
Personality is an individual’s
characteristic response tendencies
across similar situations. (Mothersbaugh
& Hawkins (2016) )
1. Multitrait Approach

• The Five-Factor Model is the most commonly

used by marketers and identifies five basic
traits that are formed by genetics and early
learning.
2. Single Trait Approach

• Consumer Ethnocentrism
• Need for Cognition
• Consumers’ Need for Uniqueness
Three additional traits:
1. Consumer Ethnocentrism

2. Need for Cognition (NFC)

3. Consumers’ Need for Uniqueness

THE USE OF PERSONALITY IN MARKETING
PRACTICE