McGuire has developed a motive classification system that is more specific than Maslow’s. According to McGuire, there are 12 psychological motives, 12 reasons why consumers are motivated to make purchases.
McGuire’s Psychological Motives
1. Need for consistency
People have a basic desire to have all parts of them consistent and they purchase products that fulfill this need.These facets include attitude, behaviours, opinions, self-image, views of others , and so forth. 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.When consumer attribute a sales motive to advice given by a saleperson or advertising message,they tend to discount the advice.In contrast, similar advice given by a friend would likely be attributed to a desire be helpful and might therefore be accepted.
3. Need to categorize
Categories allow people to process a large amount of information. Vehicles are categorized into cars, 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. Impression, feelings, and attitude are subtly established by viewing our own...