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 in that response. The more basic motives must be satisfied to a minimum level before other motives are activated Good guide to general behavior Physiological needs food, water, sleep Safety needs - seeking physical safety and security, stability Belongingness motives are reflected in a desire for love, friendship, affiliation, etc. Word association consumers respond to a list of words with the first word that comes to mind Successive word association consumers give the series of word that come to mind after hearing each word on a list Analysis and use responses are analyzed to see if negative associations exist. Story completion consumers complete a partial story Analysis and use respondents are analyzed to determine what themes are expressed.
Content analysis examining responses for themes and key concepts is used.
A high self-monitor might seem like one person in the office and another at a party. Low self-monitors are less adaptive, and so may irritate some as being inappropriate at times, but at least their behavior and the opinions they express are consistent and predictable. Low reliability and validity . It is determined by our past experiences, innate characteristics, and current situation. Takes ZIP codes, census tracts and data on consumption patterns and creates a set of 62 lifestyle clusters organized into 12 broad social groups.