MK 210 Lecture Notes - Lecture 4: Slim Fast
Document Summary
Motivation (processes that make people behave the way they do; if the goal is sufficiently desirable to me, i will be energized to move toward that goal). Triggered by discrepancy between today"s state and some desired end state: unmet need causes a state of tension. If the state of tension is strong enough, we move/act to reduce/drive the state of tension. Direction: how we will achieve end state: wants vs. Need: i"m hungry, and i need food. Want: how i seek to achieve the need; i can choose a sandwich or a donut: involvement: external; perceived relevance of an object. Ex: if i"m hungry, i could care less about what i choose to eat. Ex: if i want to satisfy hunger while in a certain context (on a date), i"ll put in more time and effort in my choice i"m more engaged, more interested. Purchase situation involvement: drives store choice and the way we shop.
