The document summarizes McGuire's Psychological Motivational Theories, which encompass a wide range of active and passive, internal and external needs that drive human behavior. The theories illustrate how individual psychology interacts with real-life examples to shed light on fundamental motivations influencing actions and decisions. Some motivations discussed include the need for consistency, attribution, autonomy, stimulation, tension reduction, expression, assertion, affiliation, categorization, objectification, ego defense, and reinforcement.

1. McGuire
Psychological
Motivational Theories
The McGuire Psychological Motivational Theories encompass a wide
range of active and passive, internal and external needs that drive human
behavior. These influential theories illustrate the complex interplay
between individual psychology and real-life examples, shedding light on
the fundamental motivations that influence our actions and decisions.

2. Need for Consistency
1 Active, Internal
Real-life example: Someone who values healthy living might consistently choose
nutritious food options to maintain a consistent lifestyle.

3. Need for Attribution
1 Active, External
Real-life example: A student who attributes their success to hard work and
determination rather than luck or external factors.

4. Cognitive Growth Motives
Need for Autonomy (Active,
Internal)
Real-life example: Someone who seeks
personal growth by setting individual goals
and making independent decisions.
Need for Stimulation (Active,
External)
Real-life example: Engaging in adventurous
activities like rock climbing or skydiving to
stimulate the mind and senses.

5. Affective Preservation Motives
Need for Tension Reduction
Real-life example: Engaging in relaxation
techniques or meditation to alleviate stress
and tension.
Need for Expression (Active,
External)
Real-life example: Sharing emotions through
art, writing, or talking to someone as a way to
express and release pent-up feelings.

6. Affective Growth Motives
1 Need for Assertion (Active, Internal)
Real-life example: Standing up for personal beliefs and values in a group
setting, even if it means facing opposition.
2 Need for Affiliation (Active, External)
Real-life example: Joining social or professional groups to foster connections
and build a sense of belonging.

7. Teleological and Utilitarian Needs
1 Teleological Need (Passive,
Internal)
Pursuing a long-term career goal with
the belief that it will lead to a fulfilling
and purposeful life.
2 Utilitarian Need (Passive,
External)
Studying for a degree with the
expectation that it will lead to better job
opportunities and financial stability.

8. Need for Categorization
1 Passive, Internal
Real-life example: Organizing a wardrobe by color or clothing type to simplify the
process of choosing outfits.

9. Need for Objectification
1 Passive, External
Real-life example: A person who surrounds themselves with motivational quotes and
images to externalize positivity and inspiration.

10. Affective Development
1 Need for Ego Defense (Passive, Internal)
Rationalizing a failure as a temporary setback rather than a reflection of
personal incompetence.
2 Need for Reinforcement (Passive, External)
Seeking approval and positive feedback from others to reinforce one's self-
esteem and confidence.

11. Thank You… 
Submitted by - Aditya Pratap Aggarwal |
2023AUGVPGP0036 | MBA – CONSUMER BEHAVIOR.