Theories of Motivation Flashcards
what is “Motive”
An unobservable inner force that stimulates and compels a behavioural response and provides a specific direction to that response.
Maslow’s Hierarchy of Needs
Macro, human behaviour in general terms (Physiological : basic needs , safety, Love and belonging, Esteem : status, prestige, self-respect, and self-actualization needs: fulfilment)
McGuire’s Psychological Motives
detailed, specific aspects of CB.
1. Cognitive preservation
2.Cognitive growth
3.affective preservation
4.affective growth
Cognitive
sense of meaning
Affective
satisfy feeling states
preservation
balance/equilibrium
growth
development
Cognitive preservation
Consistency (make sense of things) : Active internal, attribution (Attribution theory) : active external, categorise (categorise people; extrovert/introvert) : passive internal, objectification (symbols and clues) : passive external
Cognitive growth
Autonomy: Independence (Active internal), Stimulation: Novelty (active external), Teleological : pattern matcher (passive internal), Utilitarian: Problem-solver (Passive external)
Affective preservation
Tension reduction (active internal), expression (active external), ego-defence (passive internal), reinforcement : act in ways that will be rewarded (passive external)
affective growth
assertion: self-esteem (active internal), affiliation (active external): social relationships, identification (passive internal): increasing significance, modelling : reference groups (passive external)
Approach-Approach
two attractive alternatives, the more equal the attraction, the greater the conflict
Approach-Avoidance
both positive and negative consequences
avoidance-avoidance
only undesirable outcome
Regulatory focus theory
consumers will react differently depending on which broad set of motives is most salient(most noticeable/important)
1.prevention-focused
2.promotion-focused
