MKT 230 Chapter Notes - Chapter 4: Biogenic Substance, Drive Theory, Expectancy Theory
21 Oct 2016
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Document Summary
Motivation refers to the processes that causes people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that drives the consumer to attempt to reduce or eliminate the need. Motivation can be described in term of its strength, or pull it exerts on the consumers, and its direction, or the particular way the consumer attempts to reduce motivational tension. Marketers try to create products and services that will provide the desired benefits and permit the consumer to reduce this tension. Drive: is the magnitude of the tension that determines the urgency the consumer feels to reduce the tension. These personal and cultural factors combine to create a want, which is one manifested of a need. Once the gaol is attained, tension is reduced and the motivation recedes.
