Management and Organizational Studies 3321F/G Chapter 4: CHAPTER RECAP

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Beth Lee

Document Summary

Motivation: the processes that cause people to behave the way they do. Occurs when aneed is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension drives the consumers to attempt to reduce or eliminate the need. Utilitarian need: a desire to achieve something functional or practical benefit. Hedonic need: an experiential need involving emotional responses. Drive: the degree of arousal to satisfy the need. The need can be satisfied in a number of ways and the path the consumer takes is influenced by culture and values. The personal and cultural factors combine to create a want, which is one of the many manifestations of a need. Once the goal is attained, the tension is reduced and the motivation recedes. The degree to which a person is willing to expend energy to reach a goal as opposed to another reflects their underlying motivation to achieve that goal in the first place.