10.06.09 CLASS NOTES- Motivation

10.06.09 CLASS NOTES- Motivation - THOUGHT QUESTIONS 1 If...

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10/06/09 THOUGHT QUESTIONS 1. If you were developing a new logo, what research techniques might uncover the symbolism associated with your brand? 2. What theories might you use to interpret your data? MOTIVATION I. Definitions & Characteristics a. Motivation Process: i. NEED (felt deprivation) ii. DRIVE (tension/arousal) iii. BEHAVIOR (consumption of “wants”) b. Needs & Wants “Needs” are very basic impulses i. Biogenic Needs : those present at birth (Example: food, water) ii. Psychogenic Needs: needs learned in the process of enculturation (Example: affiliation, status) II. Theories of Motivation a. Freudian Theory i. Motives are hidden 1. Human behavior stems from a conflict between what a person selfishly wants and what society requires. ii. Key Terms 1. id: the part of the mind that seeks immediate gratification 2. superego: the part of the mind that acts as a social conscience 3. ego: the part of the mind that mediates between the id and superego, seeking pleasure in socially acceptable ways.
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