2-26-09.docx - what society requires. o Keyterms ID: part...

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Summary: Low Involvement Decision Making - Contrasting High and Low Involvement Decision Making - Strategic Issues for High and Low Involvement Decision Making MOTIVATION - Thought Questions o If you were developing a new logo, what research techniques might uncover the symbolism associated with your brand? o What theories might you use to interpret your data? - Motivation Outline o Definitions and Characteristics o Theories of Motivation o Methods of Motivation Research - Motivation Process o Need(felt deprivation) -> Drive (tension/arousal)-> Behavior (Consumption of “wants”) - Needs and Wants o “needs” are very basic impulses Biogenic needs: those present at birth like food and water. Psychogenic needs: Needs learned in the process of enculturation (e.g. affiliation, status) People who like to use hair coloring are unhappy People who make instant foods (such as instant coffee) are pressed for time or lazy People who like eating prunes are healthy - Freudian Theory o Motives are hidden o Human behavior stems from a conflict between what a person selfishly wants and
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Unformatted text preview: what society requires. o Keyterms ID: part of the mind that seeks immediate gratification Superego: the part of the mind that acts as a social conscience Ego: the part of the mind that mediates between the id and superego, seeking pleasure in socially acceptable ways-Maslow’s Hierarchy of needs most basic needs have to be meet first. It goes from biogenic needs to psychogenic needs o Stages(and examples) o Physiological (food) o Safety (shelter and shelter) o Belongingness (friendship) o Ego needs (status) o Self actualization (self fulfillment)-Positive illusions (not in the book) o Individuals are motivated to obtain/maintain a positive self view. Unrealistically positive self evaluations • One’s poor abilities tend to be view as common, but one’s favored abilities are seen as rare and distinctive. • Tendency to see self as better than others....
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This note was uploaded on 09/08/2010 for the course BUS 134A at San Jose State.

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2-26-09.docx - what society requires. o Keyterms ID: part...

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