Motives deal with the need to reach satisfying feeling states and to obtain personal goals

Which of the following is FALSE regarding how emotional responses to advertising influence consumer behavior?

A.
Emotional advertisements that trigger a positively evaluated emotion will enhance liking of the ad itself.

B.
Emotional content in advertisements enhances their attention, attraction, and maintenance capabilities.

C.
While emotional content in advertisements may increase attention, emotional messages have not been found to be processed more thoroughly than neutral messages.

D.
Repeated exposure to positive-emotion-eliciting ads may increase brand preference through classical conditioning.

E.
Repeated exposure to positive-emotion-eliciting ads may result in brand preference occurring in a direct, high-involvement way.

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Correct Answer - Option 2 : Affective

The intentions, desires, goals, and needs determine human and animal behavior. An inquiry is made into a person’s motives in order to explain that person’s actions.

• An internal or external force consisting of needs drives and wants that impels people towards certain goals in life
• Motives are a hypothetical state that activates behavior and propels one towards goals.
• The meaning of motive is the reason for doing something or behaving in a specific way. Different roles have been assigned to motivational factors in the causation of behavior.

• Affective motives deal with the need to reach satisfying feeling states and to obtain personal goals as affective motive is related to emotion. 
• McGuire’s 16 motives are organized into four categories- cognitive preservation motives, cognitive growth motives, affective preservation motives, and affective growth motives. 
• The cognitive motives focus on the individual's need for being adaptively oriented towards their environment and achieving a sense of meaning. Whereas affective motives relate to the need to reach satisfying states and to attain personal goals. 

​Thus, it is concluded that Option 2 is correct.

•  William James McGuire is considered by some to be the “father of cognition”. For many decades he was the premier researcher in the field of psychology and persuasion.
•  McGuire developed a motive classification system that is more specific than Maslow’s.
• McGuire’s system consists of 16 different motives – these help marketers to isolate motives likely to be involved in various consumption situations.

Question

__________ motives deal with the need to reach satisfying feeling states and to obtain personal goals.

A Safety - oriented

B Effective

C Affective

D Preservation – oriented

View Answer

Answer & Explanation

Answer:Affective

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