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Unformatted text preview: Measuring human motives Motivational research compared to qualitative research • How do researchers identify and “measure” human motives? Give examples. • Does motivational research differ from qualitative research? Discuss. • What are the strengths and weaknesses of motivational research? 6 4. Key Concepts Defense mechanisms Need for power, affiliation and achievement Latent needs • Find two advertisements that depict two different defense mechanisms and discuss their effectiveness. • Find three advertisements that appeal to the needs for power, affiliation, and achievement and discuss their effectiveness. • Most human needs are dormant much of the time. What factors cause their arousal? Find two examples of ads that are designed to arouse latent consumer needs and discuss their effectiveness. 7...
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This note was uploaded on 02/25/2012 for the course CSR 332 taught by Professor Staff during the Spring '08 term at Purdue University.
- Spring '08