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.