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Unformatted text preview: different kinds of motives (starting from basic and ending with advanced) are: physiological, safety, belongingness, esteem and self-actualization. On the other hand, McGuires Psychological Motives classify motives within 16 categories, compiled in 4 main categories, those being: Cognitive Preservation of Motives, Cognitive Growth of Motives, Affective Preservation Motives and finally, Affective Growth Motives. Furthermore, we learn that manifest motives are basically those that are known, while latent are unknown and that personality is an individuals characteristic response to similar situations; consumers purchase products that they identify with. Part II Brand Leverage: Cola-Real Brand Equity: Rica...
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- Spring '11