Management and Organizational Studies 3321F/G Chapter Notes - Chapter 4: Stomach Rumble, Expectancy Theory, Biogenic Substance

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

Document Summary

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. Needs can be utilitarian (practical- sneakers), or hedonic (experiential/emotional- vegas) Discrepancy exists between the consumer"s present state and some ideal state. creates a state of tension. Drive: the urgency the consumer feels to reduce the tension. Degree to which a person is willing to reach their goal is their motivation. Drive theory focuses on biological needs that produce unpleasant states of arousal ex. stomach rumbling tension refers to the unpleasant state that exists if a person"s consumption needs are not fulfilled. Homeostasis: goal-oriented behaviour that attempts to reduce or eliminate this unpleasant state and return to a balanced one. Expectancy theory focuses on cognitive rather than only biological. Expectancy theory suggests that behaviour is largely pulled by expectations of achieving desirable outcomes positive incentives rather than pushed from within.