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McGuire’s Psychological Motivations is a classification system that organizes theories of motives into 16 categories. The system helps marketers to isolate motives likely to be involved in various consumption situations. ==Categories== McGuire first divided the motivation into two main categories using two criteria: # Is the mode of motivation cognitive or affective? # Is the motive focused on preservation of the status quo or on growth? Then for each division in each category he stated there is two more basic elements. # 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? 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「McGuire's Motivations」の詳細全文を読む スポンサード リンク
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