05_Consumer_Motivation_and_Involement_S1

05_Consumer_Motivation_and_Involement_S1 - Chapter 4...

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Chapter 4 Consumer Motivation and Involvement
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The forces that drive us to buy/use products… Are usually straightforward Can be related to wide-spread beliefs Are sometimes not immediately recognizable to us 2
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Motivation Process T en s ion D r ive S tren g th iv e ire c t B eh av io W an G o a l 3
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The Motivation Process Motivation: the process that leads us to behave the way we do Need creates tension Tension creates drive to reduce/eliminate need Desired end state = consumer’s goal Products/services provide desired end state and reduce tension 4
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The Motivation Process (Cont’d) Need = discrepancy between present Discrepancy creates tension Drive: the larger the discrepancy, the more urgency felt SOLOFLEX.COM 5
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Motivational Strength Degree of willingness to expend energy to reach a goal Drive Theory Focuses on Biological Needs that Produce Unpleasant States of Arousal, i.e. Hunger. Homeostasis:
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This document was uploaded on 11/04/2011 for the course MKGT 633 at S.F. State.

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05_Consumer_Motivation_and_Involement_S1 - Chapter 4...

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