Solomon Ch - 4 Revised

Solomon Ch - 4 Revised - Chapter 4 Motivation and Values By...

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4 - 1 Chapter 4 Motivation and Values By Michael R. Solomon Consumer Behavior Buying, Having, and Being Sixth Edition
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4 - 2 The Motivation Process Motivation: The processes that lead people to behave as they do. It occurs when a need arises that a consumer wishes to satisfy. Utilitarian need: Provides a functional or practical benefit Hedonic need: An experiential need involving emotional responses or fantasies Goal: The end state that is desired by the consumer.
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4 - 3 The Motivation Process Drive: The degree of arousal present due to a discrepancy between the consumer’s present state and some ideal state Want: A manifestation of a need created by personal and cultural factors. Motivation can be described in terms of: Strength: The pull it exerts on the consumer Direction: The particular way the consumer attempts to reduce motivational tension
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4 - 4 Motivational Strength Biological vs. Learned Needs: Instinct: Innate patterns of behavior universal in a species Drive Theory: Biological needs produce unpleasant states of arousal. We are motivated to reduce tension caused by this arousal. Homeostasis: A balanced state of arousal Expectancy Theory: Behavior is pulled by expectations of achieving desirable outcomes – positive incentives – rather than pushed from within
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4 - 5 Motivational Direction Needs Versus Wants: Want: The particular form of consumption used to satisfy a need. Types of Needs Biogenic needs: Needs necessary to maintain life Psychogenic needs: Culture-related needs (e.g. need for status, power, affiliation, etc.) Utilitarian needs: Implies that consumers will emphasize
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Solomon Ch - 4 Revised - Chapter 4 Motivation and Values By...

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