Emotive feelings are aroused when we buy products that are made in our home

Emotive feelings are aroused when we buy products

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Emotive feelings are aroused when we buy products that are made in our home country versus foreign countries. These feelings are magnified when there are tensions between the home country and a foreign country. For example, the recent case of U.S. soldiers being held in China has aroused negative feelings towards Chinese products in the United States. Cognitive arousal also would elicit behavior by generally only after further cognitive activity to figure out possible goal-directed behaviors; for example, a person seeking a way out of a commitment will identify and deliberate available options. Or a person with a car breakdown will deliberate alternative ways of getting to the destination. In business, the onset of a new project causes cognitive arousal, and there is a request for proposals that are scanned and deliberated upon. Various concepts have been offered to explain how motives exert their directional influences on consumers. Earlier views held that inborn instincts beyond the individual’s control provided the direction for behavior. Later it was stressed that basic needs (hunger, thirst, and the like) impelled people toward action. This view also held that behavior instrumental in satisfying a need would become associated with it and have a higher likelihood of occurring in future situations involving the same need arousal.
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NOTES 23 ANNA UNIVERSITY CHENNAI CONSUMER BEHAVIOUR These somewhat simplistic views of motivation have been found lacking because they imply that people are impelled by various forces and have very little conscious control over the direction of their own actions. For this reason, a cognitive orientation has gained in popularity. It emphasizes the role of mental processes such as planning, evaluation, and goal selection in directing behavior. This suggests that consumers have a very active role in selecting their goals, evaluating the relative usefulness of products in terms of these goals, and consciously orchestrating their behavior in terms of these products. 2.3.2 The Role of Motives The role of motives is to arouse and direct the behavior of consumers. The arousal component activates bodily energy so that it can be used for mental and physical activity. In their directive role, motives have several important functions for guiding behavior. Defining Basic Strivings Motives influence consumers to develop and identify their basic strivings. Included among basic strivings are very general goals such as safety, affiliation, achievement, or other desired states which consumers seek to achieve. They serve to guide behavior in a general way across a wide variety of decisions and activities. Identifying Goal Objects Although there are exceptions, people often view products of services as a means by which they can satisfy their motives. In fact, consumers often go one step further and think of products as their actual goals, without realizing that they actually represent ways of satisfying motives.
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