BUSI 4206 Chapter Notes - Chapter 4: Thematic Apperception Test, Cognitive Dissonance, Trail Mix
26 May 2015
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Motivation refers to the processes that cause people to behave as they do it occurs when a need is aroused that the consumer wishes to satisfy. The desired end state is the consumer"s goal. The discrepancy between the present and ideal state creates tension and the magnitude of this tension determines the consumer"s urgency to reduce it. The degree to which a person is willing to expand energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal. Theories have been advanced to explain why people behave the way they do: drive theory. Focuses on the biological needs that produce unpleasant states of arousal we are motivated to reduce the tension caused by this physiological arousal. Homeostasis: goal-oriented behaviour that attempts to reduce or eliminate this unpleasant state and return to a balanced one.
