McGuire’s Four General Categories:
1. Cognitive Preservation Motives认知性保持动机 2. Cognitive Growth Motives认知性成长动机
3. Affective Preservation Motives情感性保持动机
动机才出现
马斯洛需要层次论
高层次需要
自我实现需要 自尊需要 （名望、地位、自尊） 社交需要 （情感、友情、归属） 安全需要 （保护、秩序、稳定）
生理需要
低层次需要
McGuire developed a classification with16 categories
Two criteria determine four categories: • Is the mode of motivation cognitive or affective?
2. McGuire’s Psychological Motives（麦圭尔的airly detailed set of motives used to account for specific aspects of consumer behavior.
Maslow’s Hierarchy of Needs Based on four premises:
第十章 动机、个性和情绪 CHAPTER
10
MOTIVATION, PERSONALITY, AND EMOTION
Consumer Behavior In The News…
Promoting a car that doesn’t exist? That’s right! Audi created an ad for the RSQ, a futuristic car featured in the movie “I, Robot.” What possessed Audi to do this?
10.1动机的本质The Nature of Motivation Motivation is the reason for behavior. A motive is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.动机就是行 为的原因，是刺激和促发行为反应并为这种反应指明具体方 向的内在力量。 There are numerous theories of motivation, and many of them offer useful insights for the marketing manager.
The Nature of Motivation
Two useful motivation theories:
1. Maslow’s Hierarchy of Needs（马斯洛的需要层次理论）
• A macro theory designed to account for most human behavior in general terms.
认知性动机集中于个体对于适应环境和取得理解和意义的需要， 情感性动机涉及达到满意的感觉状态以及个人目标的需求。
• Is the motive focused on preservation of the status quo or on growth?
保持导向动机强调保持平衡，而成长动机强调发展。 Four categories further subdivided: • • Is this behavior actively initiated or in response to the environment? Does this behavior help the individual achieve a new internal or a new external relationship to the environment?
些动机比其他动机更基本、更重要
3. The more basic motives must be satisfied to a minimum level before other motives are activated.只有
当基本的动机得到最低限度的满足之后，其他动机才会被激 活
4. As the basic motives become satisfied, more advanced motives come into play.基本的动机得到满足后，更高级的
1. All humans acquire a similar set of motives through genetic endowment and social interaction.每个人都通过
先天遗传和社会交往获得一系列相似的动机
2. Some motives are more basic or critical than others.某
Consumer Behavior In The News…
Promoting a car that doesn’t exist? What possessed Audi to do this? In a word – PERSONALITY! Audi execs feel it speaks to Audi’s core strengths including: “cool styling, sophistication, sportiness…”
4. Affective Growth Motives情感性成长动机
McGuire’s Psychological Motives
1. Cognitive Preservation Motives