Student Chapter 4

Student Chapter 4 - 4-14/2/12Chapter 4Motivation and...

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Unformatted text preview: 4-14/2/12Chapter 4Motivation and Values4-24/2/12The Motivation ProcessMotivation refers to the process that leads people to behave as they doIt occurs when a need is aroused The ad shows desired state and suggests a solution (purchase of equipment)4-34/2/12Needs and MotivationNeeds may be utilitarian or hedonicThe desired end state is the goalThe degree of arousal is drivePersonal and cultural factors combine to create a want one manifestation of a needMotivation is described in terms of strength and direction4-44/2/12Motivational StrengthMotivational strength: degree of willingness to expend energy to reach a goalDrive theory: biological needs that produce unpleasant states of arousal (e.g., hunger)Expectancy theory: behavior is pulled by expectations of achieving desirable outcomes4-54/2/12What Do We Need?Biogenic NeedsPsychogenic NeedsUtilitarian NeedsHedonic Needs4-64/2/12Motivational ConflictsGoal valence (value): consumer will:Approach positive goalAvoid negative goalExample: Partnership for a Drug-Free America communicates negative consequences of drug addiction for those tempted to start4-74/2/12Figure 4.1 Types of Motivational ConflictsTwo desirable alternativesCognitive dissonancePositive & negative aspects of desired productGuilt of desire occursFacing a choice with two undesirable alternatives4-84/2/12Specific Needs and Buying BehaviorNEED FOR ACHIEVEMENT...
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This note was uploaded on 04/01/2012 for the course ECON 340 taught by Professor Staff during the Spring '08 term at Wichita State.

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Student Chapter 4 - 4-14/2/12Chapter 4Motivation and...

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