Comm 362 Motivation and Values

Low end of involvement flow state when consumers are

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Unformatted text preview: d for Affiliation Need for achievement Need for Power Need for Uniqueness Involvement – a person’s perceived relevance of the object based on their inherent needs, values and interests Inertia – decisions made by habit because consumer lacks motivation to consider alternatives. Low end of involvement Flow state- when consumers are truly involved with a product, an ad or a website - characterized by: o sense of playfulness o feeling of being in control o concentration and highly focused attention o mental enjoyment of the activity for its own sake o distorted sense of time o match to the challenge at hand and one’s skills Involvement Profile, recognizes factors affecting involvement 1. personal interest a consumer has in a product category 2. risk importance. perceived importance of the...
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