MARK 305 Chapter Notes - Chapter 4: Cognitive Dissonance, Expectancy Theory, Homeostasis
18 Oct 2016
School
Department
Course
Professor
Document Summary
Motivation - processes that cause people to behave as they do. Happens when need arises that consumer wishes to satisfy. Once need activated, state of tension exists that drives consumer to attempt to reduce or eliminate need. Marketers try to create products/services that will provide desired bene(cid:1833)ts and permit consumer to reduce tension. Discrepancy exists between consumer"s present state and ideal state, create this tension. Magnitude of tension determines urgency consumer feels to reduce tension. Need may be utilitarian (desire to achieve some functional/practical bene(cid:1833)t) or hedonic (experiential need involving emotional response) Once goal attained, tension is reduced and motivation recedes (for now) Drive - desire to satisfy biological need to reduce physiological arousal. Personal and cultural factors combine to create a want, which is one manifestation of a need. Can be described in terms of its strength or pull it exerts on consumer, its direction, or particular way consumer attempts to reduce motivational tension.
