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Part07=Involvement & Motivation

Part07=Involvement & Motivation - Lecture Part 7...

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Lecture Part 7 Involvement, Motivation and Consumer Research I. Review of Involvement (chapter 4) A. Involvement Refers to one’s perception of the importance (__________ __________) of an event, object, or activity (See page 84) B. Involvement is a motivational state which energizes and directs consumers’ thinking and behavior C. Involvement can be of 2 types: 1. ________________________ 2. ________________________ D. Means-End chains can be used to understand consumer ___________________. E. How can Involvement Level be used for defining market segments ? (Page 91) This depends on having relevant means-end knowledge F. Means-End chains can be used to understand consumer motivation II. Classic Theories of Motivation A. Definition of Motivation = “A state of being in which energy is ____________________ and ____________________ in a selective fashion towards goals” 1
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B. Sources of Motives: -Instinct: innate or “built in”, e.g.“survival” -Biological Drives: deficits of physical origin e.g. food, rest, sex -Hedonistic: desire for experiential stimulation (psychological feelings) -Cognitive: like upper level Maslow motives of self actualization C. Some major theories of Motivation
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