We will work on identifying

McGuire's

internal/external motives

relevant for product mentioned below.

1.Greenpeace:

Please find below McGuire's classification of motive:

1. Cognitive Preservation Motives

a. Need for consistency (active, internal)

b. Need for causal attribution (active, external)

c. Need to categorize (passive, internal)

d. Need for cues (passive, external)

2. Cognitive Growth Motives

a. Need for independence (active, internal)

b. Need for novelty (active, external)

c. Teleological need (passive, internal)

d. Utilitarian need (passive, external)

3. Affective Preservation Motives

a. Need for tension Reduction (active, internal)

b. Need for self-expression (active, external)

c. Need for ego-defence (passive, internal)

d. Need for reinforcement (passive, external)

4. Affective Growth Motives

a. Need for assertion (active, internal)

b. Need for affiliation (active, external)

c. Need for identification (passive, internal)

d. Need for modeling (passive, external)