ADM 3321 Lecture Notes - Lecture 16: Observational Learning, Cheeseburger, Drive Theory

• School: University of Ottawa
• Department: Administration
• Course: ADM 3321
• Professor: Michael Mulvey

Document Summary

> recognition vs. recall - the starch test. > response biases, memory lapses, memory or facts vs. feelings. Motivation = process that leads people to behave as they do. Forces that drive us to buy/use products: goal: consumer"s desired end-state, want: manifestation of consumer need. Motivational strength = degree of willingness to expend energy to reach a goal. Drive theory = biological needs that produce unpleasant states of arousal (e. g. , hunger). People often do things that increase a drive state rather than decrease it. > behaviour is pulled by expectations of achieving desirable outcomes positive incentives could include things like money or even social status. > he"s meeting his dream girl by smelling nice, this this observational learning since the target consumers is young males. > biological needs, such as for air, water, food: psychogenic. > need for status, power, affiliation: utilitarian.