Measuring motives in movies

Internally funded project

Project Details

Project leader:
Carola Walther
Prof. Dr. Oliver Schultheiss

Contributing FAU Organisations:
Lehrstuhl für Allgemeine Psychologie (Motivation, Emotion und Lernen)

Start date: 01/04/2017

Research Fields

Motivation, emotion, and learning
Lehrstuhl für Allgemeine Psychologie (Motivation, Emotion und Lernen)

Abstract (technical / expert description):

We hypothesize that the movies that people prefer to see are characterized by motivational incentives that match viewers' implicit motivational needs and that therefore have the potential to lead to vicarious satisfaction of these needs. We are currently adapting and validating a procedure for the accurate and reliable assessment of motivational content in movies. In further studies, we will use this procedure to examine the role of motivational movie content on the affective-emotional response of viewers, depending on their motivational needs. A more long-term goal is the assessment of the collective motivational needs in different populations and for different historic periods based on the content of the most popular movies.


Walther, C., Walther, F.T., & Köllner, M. (2016). MMC: MovieMotiveCoder – A software for coding implicit motives and various behavioral data from audiovisual material [Software and manual].

Last updated on 2018-22-11 at 17:01